Analyzing Tbs's Marketing Strategy

Describing and Analysing an Organization’s Marketing Strategy

Part 1: Introduction and Situation Analysis

INTRODUCTION The Body Shop International plc., manufactures and retails beauty and cosmetic products not only in the United Kingdom where it was founded in Brighton, England but worldwide. It offers over one thousand wellbeing products, like baby care, make-up; bath and body care; hair care; fragrances; and skincare products, including its Tea Tree line. Tea Tree helps to keep skin clear by helping to prevent blemishes and blackheads, and controlling excess oil. It also help combat existing blemishes, prevent future breakouts, and control oil and shine. The Body Shop uses only sustainable products that are 100% vegetarian, do not test on animals, and is committed to dealing only in fair trade, a concept pioneered by The Body Shop in the cosmetic industry. The Body Shop overall targets women with a commitment to social and environmental issues, with medium to high incomes. This particular line targets and is purchased by the Gen-Zers and the younger Gen Y’s, as its primary purpose is to fight skin blemishes and acne, a problem most common in teens to young adults. THE BODY SHOP INTERNATIONAL PLC The Body Shop was founded in 1976 by Dame Anita Roddick, opening the first shop, simply to create a livelihood for herself, and her two children, while her husband was trekking the Americas. Today, The Body Shop is now a multi-local business with over 2,500 stores in over 60 different markets, expanding operations into Canada, Australia, the United States, and franchisee operations in South Africa. Anita Roddick was an avid activist against many social and

environmental issues affecting the world. This was apparent in the many causes she led to help deal with these many issues. Roddick brought her strong values and ethical beliefs into her business, saying that “you can run an entrepreneurial business, provide a return to shareholders

while campaigning on...