Marketing Management Report on The Body Shop

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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MARKETING MANAGEMENT
Table of Contents
Introduction................................................................................................................................2
Overview of Body Shop.........................................................................................................2
Purpose of the Report.............................................................................................................2
Task 1- Needs, Wants and Demands..........................................................................................3
Answer to Question a.............................................................................................................3
Answer to Question b.............................................................................................................3
Task 2- Marketing Environments...............................................................................................4
Answer to Question a.............................................................................................................4
Answer to Question b.............................................................................................................5
Answer to Question c.............................................................................................................6
Answer to Question d.............................................................................................................6
Answer to Question e.............................................................................................................9
Task 3- Marketing Mix............................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12

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Introduction
Overview of Body Shop
Body Shop was founded in the year 1976 by late British Environmental and human
rights campaigner Dame Anita Roddick. The company started the life as one of the small
outfits with just 25 types of products which were sold by them to the different customers. In
the early stage, it was seen that the customers were encouraged to recycle the entire
packaging as there were not enough bottles produced by the respective shop. Furthermore,
the respective body shop company mainly focused on the natural ingredients that were
ethically sourced and this was cruelty free in nature as well (Baker and Saren 2016).
In the year 2006, it was seen and analysed that Dame Anita Roddick sold the entire
Body Shop to cosmetics giant named L'Oréal which has a capital of more than £652m.
Additionally, it was noticed that in the year 2017, L'Oréal sold the entire organization to
Natura for more than £880 million. It was noticed that Body Shop is the first company which
prohibited the testing on different animals and this was also the first and foremost company
that has introduced Fair Trade to the entire beauty industry as well. Body Shop has more than
3000 stores in 66 countries and they sell more than 300 products to the customers as well.
Purpose of the Report
The main aim and purpose of the report is to analyse the different needs, demands
along with the wants of the different customers in the entire competitive market.
Furthermore, the marketing orientation which has been adopted by Body Shop has to be
discussed along with proper review on macro environment to analyse and identify the
different competitors of The Body Shop. Lastly, the marketing mix of The Body Shop has to
be analysed effectively which will improve the product offerings to the different customers in

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MARKETING MANAGEMENT
the market. The key competitors have to be analysed effectively and this will help in analysis
of the competitiveness in the entire market.
Task 1- Needs, Wants and Demands
Answer to Question a.
Needs is the marketing concept and it would be defined as the goods and services that
are required and desired by the different customers in the entire market (Baker and Saren
2017).
Wants is the other marketing concept which is the ultimate desire for the different
products and services which are not necessary for the shop or company, however it is
demanded by the various customers.
Demands is defined as the quantity of the goods and services that the businesses and
consumers are willing and would be able to buy at the provided price within the given time
frame.
It is essential in nature for Body Shop to understand the needs, wants and demands of
the different customers in the market due to the following:
 To analyse and know the target markets and target customers
 To help in maximising the overall sales and productivity of the organization
 To analyse and take proper strategic decisions and implement the same effectively
 To know and analyse the number of customers who are able to buy the products from
that organization (Cascio et al. 2018)
 To promote the various products with suitable kinds of advertisements which will
attract the different customers