Projections of Body Shop - Essay Example

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Projections of Body Shop

Body Shop is in a unique position of not having to market itself in the conventional sense because of it’s strong customer base. It has a strong following  of loyal customers , because among others , it’s percieved social values. The political issues which it has attached itself include being 100% vegetarian and not use animal testing. Using Environmentally Friendly products and champion other social causes like AIDS. Even Anita Roddick , on her deathbed ( she died recently of Hepatitis C) was actively campaigning  A recent stockholder survey  revealed what the stock holders think.  Some of the responses were “The way that the Body Shop strives to produce open, honest and fair annual report and accounts and interim reports, and manages to send them out to shareholders reasonably promptly.” “Would not like the Body Shop to stop its social audit. In fact would like more info in audit.”  “Asking for opinions, such as this.” “The format of the Annual Report.” “Keep the campaigning and values but improve the marketing. No more paperwork than at present.”  “Thank you for not producing huge, glossy reports – a waste of paper and always a sign of desperation”In other words the group of people who are Body shop shareholders are from the same set of people who are it’s customers. It has a unique market which is very strong.The weaknesses which maybe exposed now , because of the the purchase of the Company by Loreal is that all key decisions and strategy were centered around Anita and Gordon Roddick. ...Show more

Summary

This paper “Projections of Body Shop” will analyze the Historical data of the Body Shop and do a SWOT analysis on it’s strengths and weaknesses review it’s annual accounts over the period of 1999-2006. From the day of opening the organization had to act differently.

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