Management and Communication: A Case Study of The Body Shop

Running head: MANAGEMENT AND COMMUNICATION
Management and Communication
Name of the Student:
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Table of Contents
Introduction................................................................................................................................2
Needs, Wants and Demands.......................................................................................................3
Importance of the concepts of demands, needs and wants for The Body Shop.........................3
Marketing Orientation................................................................................................................4
Product Orientation................................................................................................................5
Societal Orientation................................................................................................................5
The Body Shop and Societal Orientation...............................................................................6
Marketing environments............................................................................................................6
Marketing Environmental analysis and its importance..........................................................6
Social and Environmental factors..........................................................................................7
Competitor Analysis...................................................................................................................8
Competitors Analysis template..............................................................................................9
Findings..................................................................................................................................9
Marketing Mix (7Ps)................................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12

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Introduction
The Body Shop is one of the most popular as well as one of the oldest organizations
related to the genre of the cosmetic industry (Thebodyshop.in 2018). The company
established in the year 1976 by the entrepreneur Dame Anita Roddick is currently operational
in more than 66 different nations of the world and offers more than 1000 different cosmetic
products to the customers from the different parts of the globe (Thebodyshop.in 2018). In
addition to this, the company has more than 3,049 stores in different nations of the world
along with the franchised ones which it has established in different locations to meet the
increasing demands for the products and services that it provides to the customers
(Thebodyshop.in 2018). The company is known for not only for the quality of the cosmetic
products that it offers to the customers and the wide array of products that it offers but also
for the ethical as well as sustainable means that it utilizes for the production of them. For
example, the company prohibits the testing of these cosmetics on animals and also ardently
prohibits the use of chemical and other kinds of chemicals that might have an adverse effect
on the skin of the customers (Thebodyshop.in 2018). Thus, in a way it can be said that the
company and its founder is one of the pioneers of the concept of ethical consumerism and has
contributed in a significant manner to make this particular concept a very popular one.
However, Anita Roddick sold the company to L'Oréal in 2006 which in turn sold the
concerned company in 2017 to Natura (Thebodyshop.in 2018).
The purpose of this report is to undertake a detailed analysis of the British company
The Body Shop. Furthermore, a detailed analysis of the company and the various aspects of
its working will at the same time help in a significant manner to understand in a significant to
understand the concept of management in the particular context of the present day business
world. Moreover, the report will also provide an overview of the marketing environment in

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which the company operates and also the marketing strategies that the company has adopted
in the present times to gain sustainable competitive advantage in the present day business
world. In addition to these, the report will also provide a detailed analysis of the competitors
of the company and also the strategies which the company has adopted to overcome this
intense competition.
Needs, Wants and Demands
The concept of need can be defined as the requirements of the customers or the end
users of the services or products provided by the concerned company (Botha, Kourie and
Snyman 2014). Thus, it becomes very important for the various companies to integrate the
needs of the customers or the end users of the services or products which they provide so as
to serve the customers in the best possible manner. The concept of wants, on the other hand,
can be defined as the expectations of the customers or the end users from the products or the
services which they are taking the help of (Botha, Kourie and Snyman 2014). Demands can
be defined as the things or the qualities that the customers expect from the products or the
services that they opt for (Botha, Kourie and Snyman 2014).
Importance of the concepts of demands, needs and wants for The Body Shop
The Body Shop depends on the wide array of products and services that it provides to
the customers from the different parts of the world for its success. Thus, it becomes very
important for the company to take into effective consideration the needs, wants and the
demands of the customers in an effective manner so that they can manufacture the products
or services that they offer to the customers as per their expectations as well as requirements
(Charter 2017). In the present world of business it is generally seen that the level of
competition has increased in an exponential manner and as a matter of fact there are many
companies which offer the same kinds of products and services to the customers and that too