Business Strategy



Business Strategy

Introduction

In this paper, we will discuss the strategy adopted by Body Shop for its success. We will see what are its objectives and goals and how it can achieve the designated goals. Body Shop has developed rapidly in recent years and it is now a renowned name around the world. We will discuss its corporate strategies and objectives in following section.

Corporate Stratetgy and Objectives

Twenty-three years after opening its first store in Brighton, England, by the very energetic Anita Roddick, The Body Shop opened its new generation of shopping, world exclusive in the center of Lille. The UK market was already acquired. On the other hand, the French market, a stronghold of cosmetics and perfumery, was in the most demanding consumers. So it was a challenge and insurance, if it works well there, so the concept will work well elsewhere. The stores all green, which had sentenced the nickname "green box" in the UK, have increased in a standard format for twenty years. In 1998, more than 400 stores worldwide had received a facelift that aimed to create a stronger visual impact. The growing enthusiasm for philanthropy in life is largely a result of rapid wealth creation in recent years and its unequal distribution.

A pioneer in the use of ingredients from fair trade, ethical behavior and activist fighting against animal testing, The Body Shop, is inspired by nature for the design of its beauty products. Since late August, the brand has introduced a new signature, a reflection of its philosophy, "Nature's way to beauty". The occasion also to prove it advances in its program of "Community trade" since the next two years the brand provides that 80% of its products are made from fair trade ingredients.

Remains today, the ecological and ethical arguments are increasingly popular with the public. The rule of "3 Rs" (reuse, recycle and recharge), already applied to packaging, is practiced in Lille in the shop itself. With the use, of unusual materials such as chipboard panels of hemp for demonstration tables, recycled yoghurt pots for stools, plastic, recycled pavers and wall panels of driftwood. Recycled materials, like concrete floors and original raw materials, recovered "old" wooden crates to contain products of momentum on the cash counter, old pharmacy handles, windows washing machine as part of merchandising.

The company also intends to reinvest in the territory of naturalness through this store-test. Colors such as eggplant and mahogany are warm and "green Body Shop" has now pantone reference status. Items such as terracotta, the pavement of glass, concrete columns inlaid leaf vegetable want to help bring more clarity to the store and well-being for customers. For the first time, the store shows the desire to integrate more seamlessly with its environment. The front of the store is pleasantly decorated Lille granite and gold-leaf lettering in the traditional architecture and decoration of the region.

The Body Shop is not just a cosmetics company. The conservation of natural resources, human rights and animal welfare, are important pillars of the ...