The Body Shop -Strategies and Strategic Success

Introduction

The Body Shop (TBS) is a fascinating and innovative international organization. Its best practices are focused on press advertising, training and management, supply networks, and social, ethical and environmental responsibility. The body shop is a manufacturer and retailer of skin and hair care products based on natural ingredients. It was firstly founded by Dame Antia Roddick, when in 1976 she started selling around 25 hand mixed naturally inspired products with minimal packaging from one small shop in Brighton, England. The shop was to sell skin and hair care products made from natural recipes she had discovered whilst on her travels when she worked for the International Labour Office of the United Nations, the business to be the original company to produce and sell naturally based products and created new market sector. TBS has now over 2100 stores in 55 countries, with a range of over 1,200 products, all animal cruelty free, and many with fairly traded ingredients. The Body Shop did not undertake any type of conventional advertising, such as social marketing through coverage in magazines and newspapers writing about the company, its products and its beliefs have formed an indirect advertising not actually carried out by the company. Leaflets provide information on the products origin and company value educated customers and made them feel enthusiastic about The Body Shop products and promoted the reputation of The Body Shop of providing quality products and a high level of customer service. In March 27, 2006, The Body Shop agreed to a 652.3m takeover by the French cosmetics firm L'Oreal.

The Body Shop states in their International Mission Statement that they will continue, '' Operating our business with a strong commitment to the wellbeing of our fellow humans and the preservation of our planet '' The company describes itself also as, “a high-profile advocate of social and environmental causes.” The concept of profit with principles is the...