A Case Study:
The Body Shop International PLC

Submitted by:

I. Executive Summary

II. Background

III. Problem Identification

The Body Shop needs to stop the decline of net profit and come up with ways to strengthen the company in terms of marketability of products, profitability and efficiency of processes.

IV. SWOT Analysis

STRENGTHS | WEAKNESSES | * Perception of a “humanized” and ethical company * Known and established player in the “cosm’ethics” scene * Research and development * Innovation initiatives | * Low-end products with high price * Poor marketing and no advertising efforts * Supply chain problems and stock-outs * Unsatisfied franchise owners * Poor and passive customer service * No marketing department * Inconsistent brand | OPPORTUNITIES | THREATS | * Regional and international expansion * Product innovation * Strategic partnerships with suppliers, interest groups, etc. | * Competitors (WELEDA, Bath and Body Works, Boots, Kiehls etc.) * Department stores with similar products, but stronger and fresher promotions * Criticism of green consumerism * Environmental and human rights laws |

V. Forecast (Insert forecasts here) (Insert analysis here)

VI. Recommendations

A. Operations 1. Allow upward communication to increase employee involvement by implementing a feedback and grievance system. 2. Improve relationships with franchisees 3. Streamlining of all activities to the core essence of the company. B. Marketing and Sales 1. Establish a marketing team or department 2. Improve customer service by training store attendants to be more assertive and aggressive in selling and promoting products and not just knowledgeable about them 3. Conduct a more focused and targeted marketing strategy while maintaining a