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Submitted by snezy on June 16, 2007
Category: Business
Words: 5493 | Pages: 22
Views: 239
Popularity Rank: 40,006
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Summary:
Our project was based on The Body Shop International, which is a PLC operating on a worldwide scale. We chose to carry out this project on The Body Shop as it has a very interesting background; it was founded as a natural soap and lotions company whose cornerstone was to operate as a model of social responsibility with ethics in business. However, The Body Shop has since been exposed to negative press surrounding the controversial business ethics on which this ‘green’ company is based. Therefore it was interesting to analyse the effects the external environment has on The Body Shop and how the company and the owner, Anita Roddick, respond to and deal with these pressures.
Our project finds that political, economical, competitive, ecological and socio-cultural analysis can be used to analyse these external pressures. We did not include technological analysis in our study as it was very difficult to access this information. However, to carry out a more in depth analysis we also used SWOT analysis, which is a measure of the strengths, weaknesses, opportunities and threats of the business, in order to see how the external pressures influence the business and how they can react to them.
The project concludes that The Body Shop is facing several challenges from the external environment.
Company background
The Body Shop was established on 26 March 1976 by Anita Roddick, the founder of The Body Shop. The Body Shop set out to provide an environmentally-friendly, feel-good business with products ranging from body and beauty to hair and gifts.
The Body Shop rapidly evolved from one small shop in Brighton on the south coast of England, with only around 25 hand-mixed products on sale, to a...
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