Small Business Going Global | Case Study Analysis

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Small Business going global
[Type the document subtitle]
12/31/2019
student name

Small Business going global 1
Contents
A Case study analysis.................................................................................................................2
Introduction to case................................................................................................................2
The reason for body shop success..........................................................................................2
Strategic decision of the company in initial success..............................................................3
Reason for stoping distribution and manufacturing...............................................................4
Danger of brand and entrepreneurs linkage...........................................................................5
Role of vision of founders for company survival...................................................................5
Conclusion..............................................................................................................................5
B Reflection...............................................................................................................................7
Introduction............................................................................................................................7
Case study reflection..............................................................................................................7
Conclusion............................................................................................................................10
References................................................................................................................................11

Small Business going global 2
A Case study analysis
Introduction to case
Going global can act as an opportunity or challenge for an organization. The report will
consider the body shop case to analyse and understand the cause for success and challenges,
and force of change for an organisation in international market. The purpose of the report is
to assess the case and understand the social conscience and human aspect behind conduct of a
business (Bruns, 2017).
The body shop case reflected that the chairperson of body shop Company that is Anita
Roddick has founded the company in 2002 and is considered to be one of the largest
cosmetics companies across the globe. The company case included various initial success,
challenges and controversies. The case reflected that the company has been conducting
business with the human face that is the values and vision of the founder is the major aspect
of the company which has led to various controversies in mid-1990’s. Moreover other major
controversies against the company included that the company have poorly motivated
stakeholders, periods of losses, de motivated franchisees, public propaganda, and
unsuccessful restructuring attempts by the company (researchgate, 2019).
The reason for body shop success
The company has been very successful initially for various reasons, where one of the major
reasons is vision of Anita Roddick by evolving in small outlet in south England. The
company has increased the existence in 50 nations and initiated more than two thousand
outlets. Moreover the case suggest that the key reason for success of the company also
included that the social causes considered by the company for positioning brand globally. The
company has been working towards protesting against the social causes like testing the

Small Business going global 3
products on animals. This was one of the reasons for the brand popularity and has gained
attention in the competitive industry. The company claim to not testing the products on
animals as part of the vision and values of the company and founder (Ahlin, 2014).
Other than this, the reason also included human right campaigns by the company as the
company believe in the human capability and the human capital of the company. The third
reason for the initial success of the company is natural products, the company initiated to
promote use of natural ingredients in order to keep the cosmetic section free of chemicals and
help the customers to keep their skin healthy (Huggins & Thompson, 2015).
Forth reason that has been identified for the success of the company initially is environmental
protection, the company sustainable goals included environmental protection, that id
considered while procurement of the raw materials, packaging and ingredients used by the
company (Amabile & Rigolizzo, 2015).
Strategic decision of the company in initial success
The strategic decision of Ms Anita that seems to be contributing towards the initial success of
the brand is the mission of the company that reflects that the strategic direction of the
company is not only to sell the cosmetics products, but the company will be working towards
something different. The key to the success included the innovative ideas of the company like
use of ingredients like Jojoba oil, aloe Vera, and cocoa butter that reflect the natural
ingredient use in the cosmetic product to protect the customers from harmful chemicals.
Moreover the strategic direction of the company also reflected through the policies and
procedures of the company. The company has initiated the Greenpeace alliance to promote
save the whales campaign. Thus it can be said that the company strategic direction was
focused more towards gaining customer attention through environmental sustainability and
social responsibility as part of the strategy of the company (Miao et al., 2017).