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Strategy, Body

string(232) ‘ Kenneth Andrews and addresses, and others, the view that:

“Strategy is involved with identifying opportunities in the enterprise’s external environment which will it is better certified to exploit than its competitors\. ‘

“Business individuals have got to always be the instigators of alter. They have the bucks and the power to make a difference. A business that makes a profit from society has a responsibility to return something to that society.

1 (Roddick, 1991)

This statement, by Anita Roddick OBE, owner of , The Body Shop’, demonstrates the strong honest dimension with the company’s means of doing business. The lady opened her first store in Brighton on 03 26th 1976 selling 25 varieties of 100-percent natural skin and hair care products inspired by cultural knowledge from around the world. The organization has widened dramatically since its origins and today has more than 1900 shops worldwide.

Irrespective of its rapid growth, the strong values and ideals existent in 1976 stay deeply stuck within the organisational culture. Throughout this composing I will talk about these beliefs and values in the context of corporate strategy and decision-making, and demonstrate just how it pertains to theoretical frameworks within the corporate and business strategy field. I will analyse The Body Shop’s strategies applying these theoretical models, and compare and contrast the models themselves.

The approach of The Body Shop in comparison to other businesses within the cosmetic makeup products and toiletries industry was unconventional. Their very own rapid progress, achieved largely through franchising, was primarily due to the , green’ characteristics of the business, prioritising ethical practice more than making profits.

“Ever since the girl started The entire body Shop in 1976, A-rod had built a behavior of heading against the tide of the industry’s established organization practices. “

2 (Mintzberg, Quinn, Ghoshal, 1991: 447)

This quote reinforces the idea of The Human body Shop’s substitute approach to approach. Unlike others within the market, they did not make miraculous claims because of their products, that they allowed brands with in depth lists in the ingredients and properties of products to tell customers about every good. This links together with the fact which a major component of The Body Shop’s strategy was that they never engaged in any advertising. During history and in contemporary promoting, organisations within the health and natural beauty sector have got constantly swamped the public with claims and promises associated with their products with the use of adverts and promotions.

“The cosmetics sector makes its money through packaging and advertising, which together are 85 per cent of their costs. inch

3 (Mintzberg, Quinn, Ghoshal, 1991: 453)

This is a cost that The Human body Shop’s technique enabled them to avoid. The organization was started out with simply a $6000 mortgage, and so that wasn’t likely to engage in expensive advertising campaigns, moreover, it was against the ideals of the business, who recommended to count on word-of-mouth and publicity to generate sales. It is known that the first success with the first retail outlet was a lot to do with the curiosity and publicity bought through a local newspaper content illustrating the simple fact that it was named “The Human body Shop” and was located close to a funeral parlour.

Their strategy exploits the very fact that they are a socially responsible organisation, meaning that customers purchase their products realizing that nothing have been artificially produced and are created with completely natural ingredients. This amazing selling point, as well as their dominant beliefs and values, has the affect of providing Your body Shop having a competitive benefits over other firms on the market. This will always be developed much more depth after in the producing.

The Body Shop’s strong interpersonal message is usually reflected in each and every aspect of their very own mission affirmation. From dedicating the business for the pursuit of interpersonal and environmental change, to meaningfully adding to local, national and foreign communities in which they control. 4

“The company is usually significantly associated with local residential areas and is willing to get political and talk about big issues in countries where it can do business. No company in the world advertisments at the level we perform, or transforms their outlets into action stations, or challenges the role of business like us. “

five (Roddick, 2002)

Throughout record The Body Store has swiftly expanded geographically as well as in conditions of their product sales and product portfolio, yet , in the late nineties their efficiency began to suffer. As a result, Feb . 2000 found fundamental becomes the organisation and managing, including significant changes to the board of directors, and the outsourcing of manufacturing to a business named , Creative Outsourcing Solutions Worldwide Limited’. Anita and Gordon Roddick became non-executive administrators and there were five fresh appointments to the board, together with a new CEO. Despite these changes The entire body Shop’s functionality failed to end up being rejuvenated, which usually forced all of them into more drastic changes.

“In the newest annual report, Peter Saunders (CEO) commented that the group’s objective today was to apply a strategy to drive performance across the global business, The single most significant priority, this individual added, was going to improve identical sales overall performance across shops through successful new product commences. “

6th (, Mintel’, 2003: 137)

These fresh objectives manage to have the effect of diluting the self-proclaimed thoughts and primary worries of The Body system Shop. It can be said that the current management possess somewhat contradicted Anita Roddick’s earlier philosophies.

“Too many organisations have got distracted with management constructions and, making money. “

six (Roddick, 1991)

One of the main underlying reasons why they have encountered all their current concerns is because many companies within the health insurance and beauty market have known the success of Your body Shop and are also responding to the ever-increasing , green consumer’ themselves through the release that belongs to them versions of , all-natural’ products. Illustrations being , Est�e Lauder Origins’, , Revlon Modern age Naturals’, and , Clairol Herbal Essences’. Competition erodes profit, and, as a result of the increase in competition, The Body Store have lost all their competitive benefit of being able to supply what other folks cannot.

The strategies of Your body Shop could be analysed using several assumptive models from within the strategy discipline. Circumstance analysis can be used to determine what advantages BS possess, or have had, over their very own competitors, and can illustrate how The Body Store was and so successful for several years. This theory, termed by simply Mintzberg while the , Design School’, was based upon work by Professor Kenneth Andrews and addresses, amongst others, the view that:

“Strategy is concerned with determining opportunities inside the enterprise’s external environment which will it is better certified to exploit than its opponents. “

almost eight (Lilley, 2003)

The current circumstance of The Physique Shop was analysed by Mintel and appears within their February the year 2003 publication about health and magnificence retailing in britain.


* Strong worldwide coverage helps you to spread business risk.

2. Well known and well respected global brand.

* Franchising has allowed the company to grow in lower cost and lower risk.

5. Still has strong ethical and environmental qualifications.


* Mature business, with declining like-for-like revenue.

* Seems to lack the inspiration to re-invent alone.

* Prone to imitators.

* Franchising reduces level of company control.

* Rapidly increasing rental costs in the UK.

2. Limited expansion opportunities in terms of new physical regions.


* Nonetheless potential to get into new marketplaces in European countries especially Central/Eastern Europe and other parts of the world.

* Execution of technique to control costs and seed money in order to increase profitability and cash era.

* Advancement more chemist concessions in Ireland and possibly other marketplaces.

* Further development of e-commerce and other non-store channels.


* Solid competition from other innovative and environmentally friendly health and beauty stores.

* Great competition via discounters and grocers’ health insurance and beauty give.

* New new product commences have but to produce a positive impact on revenue densities.

* Continued insufficient like-for-like product sales growth intends profitability and the group’s range to broaden physically.

, Figure 1′: SWOT Analysis of The Body system Shop Intercontinental Plc. being unfaithful (Mintel, 2003: 144)

The above mentioned analysis was compiled following the Body Shop’s decline in performance , it is clear that all the threats through the external environment are modern occurrences that wouldn’t have been completely an issue throughout their period of rapid growth inside the 1980s. Throughout this time they will effectively taken care of a stock portfolio of differentiated products and, most likely more prominently, a unique and differentiated manufacturer image, which will enabled Your body Shop to compete and stay successful.

“Product differentiation implies that established organizations have manufacturer identification and customer loyalties, which control from item differences, or just being initially into the market. “

15 (Porter, 1980: 9)

The environmentally friendly and ethical methods that The Physique Shop claim they commit their business to could be described as their primary competence within the industry. Possibly to this date Anita Roddick plus the organisation definitely campaign in issues just like animal tests, human legal rights, and protecting our planet. No other business within the health and beauty sector is as seriously associated with ethical and environmental practices as The Body Store. The main competence of your organisation characterises its complete range, take for instance, Sony’s ability to miniaturise consumer electronics or Aston Martin’s competence in generating flawless motorcars. It is obvious to see that The Physique Shop’s main competence isn’t only reflected during their product range, but can be evident through all their business activities, using their minimal utilization of product packaging, for the layout of stores.

“Core competencies and market-led approach are currently the only path ways toward achievement. “

eleven (Sophocleous, 2003)

The technique that The Body Shop employed can be analysed with an additional useful framework in the field of strategy, namely “The Five Competitive Forces that Determine Market Profitability” by Michael Elizabeth. Porter. This kind of cannot be utilized directly to The entire body Shop, although can be used to analyse the external environment in which they operated in the past, and just how it changed in the late 90s.

, Physique 2,: Causes driving industry competition. 12 (Porter, 80: 4)

The primary principle at the rear of this model is that the profitability of your organisation is determined by the collective strength with the five makes, in other words, the industry framework directly impacts industry success. The Body Shop initially operated within a niche market where there had been no genuine competitors giving the same products nor support the same guidelines that they were. The danger of substitutes was minimal because if perhaps customers wanted all-natural products they would most likely have had to buy them from The Human body Shop. With regards to the threat of new traders, initially there is nothing preventing rival firms from contending within the herbal cosmetics and toiletries sector, however , not any other companies positively engaged in the ethical and environmental practices to the extent that The Body system Shop would.

The obstacles to market access increased with regards to the amount of stores opened by The Body Shop, and during their period of fast growth, all their power inside the niche market might have been regarded almost as monopolistic. However , buyers who desired to buy all-natural products nevertheless didn’t regard it to be entirely important could easily have turned to additional companies’ goods within the wider industry, that didn’t workout such prominent views on moral and environmental issues.

The low threat of , all-natural’ substitution that existed in the last stages in the Body Store, coupled with the very fact that the introduction of new entrants was specifically low, offered them with a chance to control the amount paid they billed for their products. The argument becomes more complicated when trying to categorise Your body Shop into a particular industry. They could be viewed as operating completely within their individual sector, although can also be seen as just another cosmetic makeup products company with all the advantage of creating a differentiated product range and image.

“Differentiation, if achieved, is a possible strategy for getting above-average returns in an industry because it makes a defensible situation for dealing with the five competitive forces. “

13 (Porter, 1980: 38)

To justify this kind of quotation with regards to The Body Shop we must consider them to take the wider cosmetics market, which has a high level of opponents. Their differentiation led to customers’ increased commitment in The Body Store brand, which resulted in a lesser sensitivity in price. This acquired the effect of protecting the organization from competition and competition. However , while time progressed, other companies deliberately sought to compete directly in the field of eco-friendly products.

Your body Shop could gain a plus over opponents by not utilising classic distribution channels , for many years they simply sold many through their own shops. This kind of reduced the threat of recent direct competition from other corporations, as the degree of investment essential by a new entrant can be extortionate taking into consideration they would have to open a wide variety of specialist retailers. However , to overcome these types of problems the modern competitors emerged using classic distribution programs, such as through supermarkets and department stores.

“The strength from the five causes varies from sector to market, and can transform as a market evolves. inch

14 (Porter, 1985: 4)

The above assertion from Porter’s work in 1985 is related to the situation of the cosmetics and toiletries industry for the reason that the breakthrough of better competition inside the 90s resulted in the strength of the competitive competition aspect of the five forces within the market increased. In addition , customers surely have the ability to simply pick and choose alternate brands’ 100% natural products in confidence , an increase in the threat of substitution.

By using Porter’s five forces unit we can see the changes in the strength of the pushes within the makeup and toiletries market have accounted for the recent decline in overall performance of The Physique Shop. In the early days with the company, the threat of like-for-like alternatives and the linked power of clients were comparatively low in evaluation to the current day situation. Competitors have increasingly matched the core competences of The Body system Shop, and, as a result, the significant competitive benefit that they when had have been reduced.

“Competition in an sector goes well beyond the established players. Customers, suppliers, substitutes, and potential entrants are all , competitors’ to firms in an industry. inch

15 (Porter, 1980: 6)

This estimate by Avoir reveals which the five makes model provides limitations with regards to The Body Store case. The Body Shop usually do not regard their suppliers while competitors, in fact they want to actually financially support their suppliers. This is apparent from their mission statement inside their aim of balancing the economic and human needs of their suppliers. These types of more clever aspects of Your body Shop’s technique, termed by Anita Roddick as them carrying out , organization as unusual’, highlights one other main problem with the five forces model, in that it is geared around profit being the primary area of issue an company and won’t provide any flexibility or perhaps scope for change.

The entire body Shop’s early successes could be partly related to the solid customer base they will secured because of the general movement in world towards staying more ecologically and ethically aware. The framework won’t deal effectively with this kind of idea of buyer preference or changes in developments, nor can it cope with the notion that consumers were gained through the fact that they liked, and could relate to, the values and beliefs of The Physique Shop and the efforts to pursue social and environmental change, and not simply because of elements relating to cost.

On the other hand, the SWOT evaluation model is useful for plainly displaying the huge benefits of an enterprise in relation to industry within which it runs, together with the unfavorable aspects of the interior organisation and external environment. As with every theories, however , there are a number of limitations associated with it. All of a business’s strengths do not necessarily immediately contribute to providing a competitive advantage, SWOT analysis even offers the tendency to consider a single dimension of a firm’s strategy over-emphasise it.

It is hard to demonstrate which talents are likely to give you the most benefit to an company, and also decide which prospect should be provided more awareness of shape the overall strategy from the business involved. The conclusions of SWOT analysis will be greatly shaped by the viewpoints and awareness of managers or experts, meaning that they could be regarded as subjective in nature as opposed to the, perhaps initial appearance of being goal and detailed constructed.

“What we are working with here is certainly not the organisation or environment , in itself’, rather we are trying to extract and combine the perceptions of these entities that exist in the minds of managers. “

sixteen (Lilley, 2003)

In conclusion, after analysing the strategy of The Body Shop using frames from the strategy discipline, it truly is apparent that SWOT evaluation deals well with the exclusive aspects of The Body Shop’s technique. Although the research of The Body Shop’s situation is significantly dependent upon personal judgement, their particular strengths demonstrated in physique 1 offer an accurate accounts of the 25-year success account, which was relying upon The Body Shop’s key competence in displaying ongoing proactive commitment towards ethical and eco-friendly practices, as well as their perfect high street and inner-city store locations, and famous and respected global manufacturer.

The reasons for their decline in performance through the late 90s are evidently displayed in the , threats’ category of the analysis, conspicuously highlighting the emergence of increased competition from other businesses operating inside the health and natural beauty industry, who are getting consumers through traditional syndication channels and via grocery stores.

Michael Porter’s model of the five competitive forces is valuable in that this offers an easy, structured evaluation of the industry, but is limited in the sense it’s far unable to satisfactorily consider the dynamics of markets, for example , the movement of consumer preferences towards environmentally friendly goods. It can supply a helpful starting point for further research, but simple versions only can prove not enough. It provides a free account of how regular, profit-maximising companies are affected by the structure and occurrences of the external environment, and how individuals firms can perform towards framing and taking advantage of the environment to their advantages, nevertheless fails to comprehensively account for the successes of unorthodox businesses like The Human body Shop, whom do not, by least inside their own promises, follow the usual route of or to profit maximisation.

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