The Body Shop Case Study

AGENDA

PART 1: Introduction

1.1 At first glance..........................................................................................2

1.2 Body Shop brief history.............................................................................2

PART 2: Main analysis

2.1. Body Shop

2.1.1. Philosophy, Progress, Innovations…………………………………………………………….…3

2.1.2. The U.S. Market challenge...................................................................4

2.1.3. S.W.O.T. Analysis, Stock price movement.........................................…..5

2.2. Anita Roddick

2.2.1. Management style-Personality.............................................................6

2.2.2. Social activism..................................................................................7

PART 3: Afterword

3.1. Conclusions-Evaluation………………………………………………………………………………………9

3.2. Bibliography……………………………………………………………………………………………….………11

INTRODUCTION

1.1 At first glance…

This research analyses the Body Shop case, which includes the company’s history, philosophy and overall strategy. Focal points of the analysis are the foundation and the establishment of the company, its rapid growth through the 80’s, the globalization and the import into new markets and finally the problems arising from this sort of action. Anita Roddick, the founder of the Body Shop, came up with the concept of starting a business into cosmetics field in 1976 although she had no financial or business experience. The innovative profile of Body Shop, which differed from the cosmetic industry norms of that time, combined natural products, recyclable containers, no animal testing and generally promoted environmental-friendly policies and social messages. Fame, recognition and rapid expansion all over Europe, led Roddicks to enter the U.S. market in the late 80’s. How difficult was it to settle in a highly competitive-new market and keep the secret of success over the Atlantic? Was

Bibliography: ➢ www.Slideboom.com ➢ www.jiffynotes.com ➢ www.en.wikipedia.org ➢ “Does New Age Business Have a Message for Managers?”, Harvard Business Review, Martha Nichols, March - April 1994 ➢ “The Body Shop International” , Harvard Business School, July 1995