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High profits
Profit with principle philosophy
Differentiated products
Use of local ingredients where possible
Environmentally conscious consumer and its underlining philosophy
It arouses enthusiasm, commitment and loyalty more often found in a political movement than a corporation.Like the flower power in the 160s
Franchise system of expansion
Strong press coverage
Charismatic leader
Growing product range
Against animal testing
Refilling of bottles and the philosophy of recycling
Selection of managers with the right attitude and values
Cross-cultural international company not an English company
Franchisees have to stock 85% Body Shop products
Low cost start up through the franchise system
Important ingredients are blended in UK
Other ingredients are approved in UK before manufacture (Quality control)
Trade not Aid for third world countries
Our idea of success is the number of people we have employed, how we have educated them and raised their human consciousness, and whether we have enthused them with a breathless enthusiasm
Vegetable not animal ingredients
Customers pay for product not packaging
The product are formulated with respect for other cultures, the past, the natural world and customer
Private profit for public good - help in the third world
The whole process is seen as self-perpetuating. You put back something for taking something
Body Shop Education is a process of learning to be a global citizen. And it produces a sense of passion you wont find in a department store
Information on all the products - how it is made? Where does it come from? What ingredients are used?
The amount of information it contains is a competitive advantage and a perceived barrier for Body Shop. It creates obstacles for would-be copycats.
They believe in what they do.
The venture into the beauty products and colour cosmetics
Strong input into manufacturing and semi processing of its products (5% Local)
Rapid growth over a short period Weaknesses
Not one of the largest retailers
Picking up new ideas for the product range from rural communities
Quality control is performed in UK
Involvement with other environmental movements
Franchisees in an area are required to take on a community project of their choice.
Does not call its products beauty product, limiting its market somewhat
Does not advertise its products - Product advertising is unnecessary when a company has build up strong and continuing public image
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