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The Body Shop in Malaysia

Introduction

Background of the Body Shop

The Body Shop International PLC(Public Limited Company), known as The Body Shop, has a range consisting of 1,200 products, including cosmetics and make-up in its 2,500 franchised stores in 60 countries. The company, which has its international headquarters in Littlehampton, West Sussex, England, was founded in 1976 by Anita Roddick and is now part owned by L'Oréal.From its first launch in the UK in 1976, The Body Shop experienced rapid growth, expanding at a rate of 50 percent annually.

The Western Malaysian operation includes more than 64 stores and is operated by a The Body Shop Franchisee, Rampai-Niaga Sdn Bhd, under license by The Body Shop International plc.

Corporate Culture and the Valves

Five core values.Support Community Fair Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Our Planet.

Against animal testing.the Body Shop web site explains that the organisation does not sell or use either finished products or ingredients that were tested on animals after 31 December 1990.

Trading fairly. The body shop set up their own fair trade programme, called Community Fai Trade.Community Fair Trade now works with over 30 suppliers in more than 20 countries, providing over 25,000 people across the globe with essential income to build their futures. Most of our products contain Community Trade ingredients.

Social activism.Over time, Roddick blossomed into a full-time critic of business in general and the cosmetic industry in particular, criticizing what she considered the environmental insensitivity of the industry and traditional views of beauty, and aimed to change standard corporate practices.
Roddick said: "For me, campaigning and good business is also about putting forward solutions, not just opposing destructive practices or human rights abuses".

Environmental analysis on Malaysia

Strategy development

Implementation

Conclusion

Reference:

About us/Our Company. http://www.thebodyshop.com/content/services/aboutus_company.aspx.
L'Oreal buys Body Shop for £652m.The Independent (London). 17 March 2006. http://www.independent.co.uk/news/business/news/loreal-buys-body-shop-for-pound652m-470244.html -----------------------
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