As one of the leading beauty products in the world, Body Shop has been recognized across the world as a socially and environmentally responsible company. In the official website, I found the Global Values report. This report basically present its research and development, sourcing and producing, distribution and packaging , as well as the stores, staff and franchise;which basically helps customer to understand the companies’ vision and mission. Here the link to The Body Shop’s Global Value Report
I see that the transparency that The Body Shop trying offer to the customer is also a part of their differentiation strategy. When we are looking at the other beauty product manufacturer such as The Face shop, or Bath and Body works, its uncommon to share their research and company’s value to the public. In the report, the information is very well explained and its actually increase my interest to the products, it helps to raise the awareness of sustainability that the product offers. The Body shop maintain its Differentiation Strategy; by constantly maintain its ecological profile. Not only selling products in ethical method, The Body shop branches out and build ‘The Body Shop’ Foundation in 1990, this foundation helps pioneering frontline organization in term of funding; this focus on human right, the environment and animal protection. Here we can see the business is “giving back” to the world community.
Through future findings, I also found that the values that Body Shop’s strategy has offer has brought some question and contradictions. in 1994 Jon Entine an American Journal published a book about how how Body shop’s value is seen as “hypocritical marketing”. Through this evidence, we could also argue that the strategy practice has been significant which makes the company stands out from its competitor.
Nonetheless, its consistency and integrity of keeping commitment and value of the company , I believe The Body shop has abled to preserve the customers loyalty and maintain the sales through out the year of operations. This example shows us that not only the value of the company such socially-responsible campaigns generate more profits to the businesses
Work Cited
“Swot Analysis Of Body Shop.” 123HelpMe.com. 04 Oct 2014
<http://www.123HelpMe.com/view.asp?id=167571>.