The Body Shop Marketing Audit Essays

6408 Words Feb 22nd, 2013 26 Pages
Marketing Audit The Body Shop

Module Title: Strategic Marketing Management Module Code: MARK 3015 Tutor Name: Qing Ding Jason Bent James Beddow Daniel Burt To Chan

1

Table of Contents Introduction...................................................................................................................3 Environmental Pressures ● Political factors.....................................................................................................4 ● Economical Factors.............................................................................................5 ● Social factors.......................................................................................................6 ● Technological
…show more content…
However now that the industry has changed and conformed to a certain degree with what The Body Shop fought for, what makes them much different? Also with the takeover from L’oreal, the

4

definition of everything The Body Shop stood against has the brand lost its purity when it sold out? - These two factors could have been dangerous for the organisation, but so far it would seem that The Body Shop has survived these threats.

“companies are being expected to cut down on product miles” - 25%

With the government becoming more and more strict with food miles, (Barclay,2012) the company is at risk of being targeted and affected by these new regulations. Although the products are better for your body, they aren't necessarily better for the planet, when the ingredients have to be flown halfway around the world. This is a challenging decision for The Body shop even though their USP is well recieved, any bad publicity could heavily damage the brand.

Economical Factors

“The beauty industry is increasingly influenced by the food market as people apply the same reasoning about what they put in their bodies to what they put on their bodies” 70%

Rising food prices, means the edible ingredients will drive up costs. With a huge rise in the popularity of natural and edible ingredients in The Body Shop’s products, this leaves them in a vulnerable position. Adverse weather conditions over the past 12 months have greatly affected

Related Documents