The Body Shop Marketing Audit
Marketing Audit The Body Shop
Module Title: Strategic Marketing Management Module Code: MARK 3015 Tutor Name: Qing Ding Jason Bent James Beddow Daniel Burt To Chan
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Table of Contents Introduction...................................................................................................................3 Environmental Pressures ● Political factors.....................................................................................................4 ● Economical Factors.............................................................................................5 ● Social factors.......................................................................................................6 ● Technological Factors..........................................................................................8 Industry Analysis ● Overview of Cosmetics and Toiletries Industry...................................................10 ● Structure of the Industry......................................................................................10 ● Manufactures.......................................................................................................11 ● Key events affecting the industry from 2011-2012..............................................12 Competitive Structure ● Direct Competition...............................................................................................15 ● Indirect Competition............................................................................................17 ● Competitive Environment................................................................................... 17 Conclusion...................................................................................................................24 Reference.....................................................................................................................26 Appendices ● Appendix 1 (Porter’s Five
Module Title: Strategic Marketing Management Module Code: MARK 3015 Tutor Name: Qing Ding Jason Bent James Beddow Daniel Burt To Chan
1
Table of Contents Introduction...................................................................................................................3 Environmental Pressures ● Political factors.....................................................................................................4 ● Economical Factors.............................................................................................5 ● Social factors.......................................................................................................6 ● Technological Factors..........................................................................................8 Industry Analysis ● Overview of Cosmetics and Toiletries Industry...................................................10 ● Structure of the Industry......................................................................................10 ● Manufactures.......................................................................................................11 ● Key events affecting the industry from 2011-2012..............................................12 Competitive Structure ● Direct Competition...............................................................................................15 ● Indirect Competition............................................................................................17 ● Competitive Environment................................................................................... 17 Conclusion...................................................................................................................24 Reference.....................................................................................................................26 Appendices ● Appendix 1 (Porter’s Five