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The Body Shop

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The Body Shop
The Body Shop

Table of contents

Introduction : 2

Section A 3

A comprehensive strategic analysis of the industry : 3

Question 1 3

1) The external strategic analysis of The Body Shop 3

1.1° Synopsis of the beauty industry: Macroenvironement and trends 3 1.2° The competition: immediate industry and competitive environment 5 1.3°The key success factors of the beauty industry and The Body Shop 7 1.4) The SW(OT) analysis of The Body Shop 8

Question 2: 8
Applicability and effectiveness of new CEO Patrick Gournay’s strategies 8

SECTION B 10

Question 3: 10
Vision and Mission 10

Question 4: 11
Financial and strategic objectives: 11

Question 5: 12
Corporate and business strategies 12

Question 6 15
Balanced scorecard for The Body Shop 15

References

Introduction

The cosmetic industry is one of the biggest industries in the world. The worldwide annual expenditures for cosmetics is estimated at U.S. $18 billion. There is a strong competition in this industry all over the world. To compete and obtain a competitive advantage, companies have to invest a lot. They always have to innovate, to invest in advertising campaign in order to be known and to be successful. The Body Shop decided to be different, their products are natural, it is an ethical organisation, associated with environmental friendliness.
But how The Body Shop takes part in the cosmetic industry? What are their vision and mission and what strategic directions should be recommended to the Body Shop in order to perform successfully in this industry?

Section A

A comprehensive strategic analysis of the industry
Question 1

The cosmetic industry is a very aggressive and challenging market, in order to be more competitive and to gain market shares and customer loyalty, companies as The Body Shop have to understand their environment.

After analysing the external environment (major trends of the industry, competitors and driving


References: - Hought, J. Arthur, A. Thompson, Jr. Strickland III, A.J & Gambie, J.E. 2008. Crafting and Executing Strategy. McGraw Hill International Edition. - Piercy, N. The Body Shop. A case for burial or rising from the grave? - The Body Shop values report. 2007.
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