Principles of Marketing: Lush Brand Analysis - SWOT, PESTLE, & 4Ps

This marketing report provides a comprehensive analysis of Lush, a UK-based cosmetic brand. It begins with an overview of the brand's history and background, followed by a macro-environmental audit using the PESTLE framework to assess political, economic, social, technological, environmental, and legal factors influencing the business. A SWOT analysis identifies Lush's strengths, weaknesses, opportunities, and threats. The report also includes an industry analysis, examining key competitors and applying Porter's Five Forces model. Furthermore, it discusses the company's segmentation, targeting, and positioning (STP) strategies, as well as its marketing mix (Product, Price, Place, Promotion, People, Process and Physical Evidence). The report concludes with recommendations for Lush and a summary of key findings. The report is contributed by a student and available on Desklib, a platform offering study tools and resources for students.