Body Shop

Words: 1586

Explain the relevance of the Marketing Concept to the 21st Century business of your choice?

This essay will explain the relevance of the Marketing Concept to the 21st century business the Body Shop International plc. As well this will observe how Anita Roddick successfully adapted marketing concept to the Body Shop by creating satisfied happy customers and company goal achievement.

There have been a growing number of companies over the years which influenced the increasing density of the business, different marketing concept have used to boost the businesses. Many of authors have found different ways to customise marketing concepts and one of the earliest famous people suggested, that the defining characteristic “the marketing concept holds that achieving organisational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do” (Kotler and Armstrong 2010, p.34)

The above term shows that without customers, there is no sale. Without satisfied customers, there is no profit. Without delighted customers, there is no repeat business, as “companies achieve their profit and other objectives by satisfying (even delighting) customers” (Jobber 2007, p. 4)

To apply this concept, three conditions should be met:

1. Company activities should be focused upon providing customer satisfaction rather than, for example, producer convenience.

2. The achievement of customer satisfaction relies on integrated effort. The belief that customer needs are central to the operation of a company should run right through all departments.

3. For integrated effort to come about, management must believe that corporate goals can be achieved through satisfied customers. (Jobber, 2007)

The Body Shop International plc is known as Body Shop. It was founded in 1976 by the late British environmental and human rights campaigner Dame Anita Roddick. The Body Shop started life as a small outfit in...