THE BODY SHOP

STRATEGIC MARKETING

Submitted to: Sir Kashir

Submitted By: Adeela Binte Abbas

MBA Evening
Product: The Body Shop

MISSION STATEMENT:

We at Body Shop are committed to bring about an environmental change with our wide range of

nature inspired, ethically produced beauty and cosmetic products for your body, face, hair and

home. Defying the rules of gravity our aim is to provide the very best at the most economical

prices balancing the needs of all our stakeholders. Being a global retailer and manufacturer Body

Shop strongly promotes green activities as we care for you to have a better today and a hope for

tomorrow. As a company Body Shop emphasizes on healing the earth to heal ourselves - a

refreshing experience for everyone associated with Body Shop. (Ferrell, Hartline, & Lucas,

2002)

VISION STATEMENT:

Body Shop is not inherited from our ancestors but we want to borrow it from our children. We

aim to passionately care for our customers by bringing them close to nature as the only way to be

beautiful is the Nature’s way. Body Shop aims to make the experience fulfilling for everyone

associated with us – employees, customers, franchisees, suppliers and shareholders. We want to

further expand our network currently of 2400 stores in 61 countries to make it accessible for all.

CORE VALUES:

WE ARE ONE: To provide the best quality, nature inspired products for YOU,

YOUR FAMILY AND FRIENDS

WE CARE: To ensure that our Global presence benefits the communities we

interact with
BE NATURAL: Do something in a better and more beautiful way – Nature’s way
 SOURCE RIGHT: Treat all stakeholders as partners and have a safe and healthy work

environment

SWOT ANALYSIS OF THE BODY SHOP:

STRENGTHS:

Strong International presence: 2400 stores in 61 countries

Strong Brand Name: Body Shop and also associated with L’Oreal corporate group
No testing done on animals of Body Shop cosmetics at any stage
Responsible Sourcing: Treating Supply Chain partners with dignity and respect
Increased awareness of organic and eco friendly products – people love being associated

to Body Shop
Body Shop Foundation: contribution towards the society

WEAKNESSES:

Marketing is not done too extensively so very few people know of what Body Shop

actually stands for and what it promotes

OPPORTUNITIES:

Increased awareness of organic and eco friendly products – market is still growing
It has a complete range of products for both men and women – opportunity to keep

adding variants to their product line and unlimited growth

THREATS:

As the market is still growing the threat of new entrants is always present
Unstable supply of Raw Material

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PESTLE ANALYSIS:

SOCIAL:

Body Shop Foundation conducts campaigns on:

Social Issues: Fight against HIV, Prevention against Violence in Homes

Social Environment Protection: Anti-Animal Testing, Eco-conscious Criteria

These campaigns raise awareness for the society and also promote The Body Shop as a ‘green’

brand to invest in.

LEGAL:

The Body Shop strongly advocates Anti-Animal Testing but L’Oreal might not that

strongly advocate the practice which might create certain legal complications.

ENVIRONMENTAL:

Organic and eco-friendly products

The Body Shop supports green activities

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Bibliography

(n.d.). Retrieved from http://www.thebodyshop.com/_en/_ww/values-

campaigns/assets/pdf/Values_report_lowres_v2.pdf

(n.d.). Retrieved from http://en.wikipedia.org/wiki/The_Body_Shop

(n.d.). Retrieved from http://www.oppapers.com/essays/Body-Shop-International-Swot-Analysis/102162

Ferrell, O. C., Hartline, M. D., & Lucas, G. H. (2002). Marketing Strategy (Second ed.). Orlando: Harcourt
College Publishers.