Executive Summary
The growing trend in end-users’ attributes toward purchasing natural products and by following this trend, the fact that companies go natural and give more importance to environmental consciousness than ever before pushes The Body Shop to compete better in the cosmetics industry. Even though the Body Shop is the leader of this “green” trend, it should further develop its competitive strategies in order to compete against potential threats like for example conscious clothing companies move into cosmetics.
We come up with six possible strategies which The Body Shop can choose:
1) Continue as before with a gradual geographical expansion and just a handful of new product introductions a year.
2) Continue as before with a gradual geographical expansion, but with a much wider range c of cosmetical products and toiletries.
3) Searching new markets by expand geographically, but just a handful of new product introductions a year.
4) Searching new markets by expand geographically, but with a much wider range of cosmetical products and toiletries.
5) Developing the existing customer base and to branch into totally new product categories.
6) Continue with gradual geographical expansion and at the same time start introducing totally new product categories.
What should be The Body Shop’ Strategy?
Our choice is strategy 6 - gradual geographical expansion and at the same time start introducing totally new product categories. Categories as, to start with, women’s clothes since it also will reflect or signal the life style and vision from outside, not just on the skin - under the clothes. This strategy are based at the consumer needs, of course, but also correlating with The Body Shop’s vision and missi ...