Assignment about The Bodyshop
Description of the market in which The Body Shop is operating:
Assess the buying behavior for customers buying Body Shops’ products. You shall include relevant theories in your answer. Max 500 words
Critically assess the competitive situation for Body shop using relevant theories in your answer:
Use your findings for a strategic analysis focusing on the external environment. You can leave out the internal environment for the strategic analysis.
The Body Shop is a The Body Shop is an international cosmetics company that produces and sells cosmetics products worldwide.
The founder of the company is Anita Roddick, they opened the first The Body Shop in Brighton on the English south coast back in 1976. When The Body Shop stated, it was one of the only ethical brands in the market and it is known as a fast-growing company.
The first foreign franchise store opened in Brussels in 1978, and in 1981 the first The Body Shop store opened in Denmark. In 2006, the French company L'Oréal bought The Body Shop but in 2017 the Brazilian company Natura Cosméticos bought the company and is now the owner.
The Body Shop has more than 3,000 stores in 64 countries worldwide, and the stores are visited every year by nearly 300 million people.
The industry The Body Shop is operating in is the cosmetic industry. The cosmetic industry describes the industry that manufactures and distributes cosmetic products.
These include makeup, like foundation and mascara, skincare such as moisturisers and cleansers, haircare such as shampoos, conditioners, and hair colours, and toiletries such as bubble bath and soap which is also the products The Body Shop sells.
The brand wants to improve the quality of people’s life by producing environmentally friendly and natural products. Furthermore, the strong promotion of corporate and social responsibility through supporting various campaigns strengthens the brand’s positioning as an internationally Green company.
The main competitors worldwide of The Body Shop are L’Occitane, Yves Rocher, Lush, and Karmameju. These brands also focus on natural ingredients and environmental protection.
Maybelline New York is not an obvious competitor, but they are a threat to The Body Shop because it started to position itself against animal testing and for environmental protection. This company is well-known internationally in the cosmetics industry and so takes part in The Body Shop’s competitors.