...Contents Page 1. Executive Summary 4 2. Introduction 5 3. Findings 6 3.1 An Analysis of Mexico 6 3.2 Topshop Market Entry into Mexico 7 3.3 The Target and Positioning Strategies 8 4. The Marketing Mix 9 4. 1 Product 9 4.2 Place & Distribution 10 4.3 Pricing 12 4.4 Promotion 13 5. Conclusion 14 6. Appendices 15 7. Bibliography 19 1. Executive Summary This report is to investigate Topshop, a women’s apparel and accessories retailer based in the United Kingdom and to assess potential market opportunity in Mexico. Areas include, * An analysis of Mexico * Topshop market entry in to Mexico * The targeting and positioning strategies * The Marketing Mix: Product, place & distribution, pricing and promotion. The main finding and recommendations from the analysis of these main areas include, * Mexico has a large, young, growing population * There is a high level of poverty and low level of education * Government policies support FDI * There is a competitive retail environment in Mexico * Mexico’s infrastructure is poor but improving and is high on the political agenda * Topshop has recently sold 25% stake of the Topshop and Topman chain, making them debt free and open to investing in global expansion * There is a growing middle class * The target demographic is middle class females between the ages of 15-34 ...
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...makes the toy quite easy to make. It is an ancient mechanical device used for ceremonial purposes and as a toy. It is an object in the middle of a cord and can be made to buzz by winding the cord while keeping the end stationary. The object moves by pulling and releasing the tension on the cord. The most common way that it was made was with a large button and some string. History of the toy As children in the 1950's, this was a favorite toy. It is interactive and although it doesn't seem to do much, the hypnotic whirring and the pulling to keep it moving kept us busy for a long time. There are several different kinds of spinning tops. In East Asia the conventional way of spinning the top is by using a string. By the late 16th century, tops like these were being used by adults in Britain. The Museum has a varied collection of spinning tops, humming tops and gyroscopes. A number of optical toys was developed in the early 19th century and it is used as spinning to create moving pictures. One of these is the zoetrope invented in 1834. It consists of a metal drum pierced by a series of thin vertical slots. Paper strips, depicting a moving figure or object, are placed inside. When the child spins the drum and looks through the slots, the pictures appear to move. This is due to the principle of “persistence of vision”; the brain remembers what the eye has seen for a fraction of a second and so “pieces together” the separate pictures. How to make a Button-String Toy? Note: You can...
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...Corporate Social Responsibility (CSR) also being known as corporate conscience is a continuing commitment by a business to the society. A business behaves ethically and contributes to the economic development as well as improves the standard of living of the employees and their families in the local community and society. Corporate Social Responsibility also can be defined as areas of concern and initiatives to improve the relations of people and environment (Simply, 2008). Example of company that had put a lot of effort in CSR activities are The Body Shop, Starbucks, Walt Disney and so on. CSR activities can be categorized into a few types of groups such as environment, philanthropy and ethical labor practices. Each type of the group focuses on different matter. However, no matter what type of CSR activity is being launched, all these companies had the same ultimate goal which is to bring the benefits to the society. In this 21st century, the society is very concerned about the condition of the earth because it is where we live. We can often hear from people about global warming, melting ice berg in the North and South Pole, the broken hole at the atmosphere and earth hour which often follow by the slogans such as “Love Your Mother Earth”, “Say No to Pollution”, “Be Kind to Your Mother Earth” etc. All these propagandas show that people today care a lot about the environment and these make up the primary concern of corporate social responsibility in every business which is the...
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...Nissan, slowly sifted through his usual Monday morning stack of mail. The following letter was one he would not soon forget. Dear Mr. Jackson: I am writing this letter so that you will be aware of a nightmare I experienced recently regarding the repair of my 300 ZX in your body shop and subsequently in your service department. I will detail the events in chronological orders AUGUST 28 I dropped the car off for repair of rust damage in the following areas: Roof – along the top of the windshield area Left rocker panel – under driver’s door Left quarter panel – near end of bumper Rear body panel – under license plate I was told it would take three or four days SEPTEMBER 1 I call to inquire about the status of the car, since this was the fifth day the care was in the shop. I was told that I could pick up the car anytime after 2.P.M my wife and I arrived at 5. P.M. The car was still not ready. In the meantime I paid the bill of $ 443.17 and waited. At 6 P.M. the car was driven up dripping wet (presumably from a wash to make it look good). I got into the car and noticed the courtesy light in the driver’s door would not turn off when the door was closed. I asked for help, and Jim Boyd, body shop manager, could not figure what was wrong. His solution was to remove the bulb and have me return after the Labor Day holiday to have the mechanic looks at it. I agreed and began to drive off. However, the voice warning, “ Left door is open “ repeatedly sounded. Without leaving the...
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...Environmental Performance Report The Body Shop Prepared by: Sue McSkimming Background 4 4 5 Environmental Policy 6 7 Reference List 11 Background The Body Shop is a well-established multinational company with over 2,500 stores in 60 markets worldwide (The Body Shop, 2011). Dame Anita Roddick opened the very first the Body Shop store in 1976 in Brighton, on the south coast of England. The Body Shop specialise in the production and retailing of skin care ranges, with an emphasis placed on developing natural and sustainable products. They carry a wide range of over 1,200 products for the body, face, hair and home, including body butters, make up, full skin care ranges as well as specialised men and baby ranges. As well as selling their products at brick and mortar retail stores they also have a direct-selling channel called the 'Body Shop at Home' which involves consultants selling products at organised parties in people's homes. This operates in two countries, the UK and Australia. Customers can also buy online in the UK, the USA, Canada, Australia, Korea and Japan. The Body Shop's mission statement includes the following: -Dedicate our business to the pursuit of social and environmental change. -Creatively balance the financial and human needs of our stakeholders: employees, customers, franchisees, suppliers and shareholders. -Courageously ensure that our business is ecologically sustainable, meeting the needs of the present without compromising...
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...Entrepreneurial Leadership In business, one should be goal oriented. Entrepreneurs take risks in business, trying to achieve their goal without knowing what the outcome may be. There are many ways to become an excellent entrepreneurial leader and there are resources out there to make businesses successful. While achieving profit, it is also important to help the greater cause, such as the community. Blake Mycoskie is a true definition of an entrepreneur. He has succeeded in all the business ventures he pursued and has become more successful with every business. Blake is not afraid to take risks and has tried to make sure that he puts his best foot forth to make sure his businesses become successful. His first project was opening a laundry service in college for all the college students and it very well which led to it expanding to other colleges. Blake then sold the laundry company and then started a music company that aimed at country music stars, with the success of that he sold that company also. Blake has a great business mind and he has great ideas to generate profit that’s why his businesses were successful. Mycoskie raised 2 million dollars with a reality show which they got the money from celebrities but it was later bought by Rupert Murdoch that too was a success. After those business ventures, another one came about and this time he partnered with a traffic school to help promote Driver’s Education Direct and he also created a marketing company to promote Driver’s...
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...Responsible Corporation Corporation as a legal entity by law is granted the ability to obtain rights and obligations. While existing only on paper with the hands of their employees of various levels and shareholders a firm is created, operated, developed. The downside of being an ephemeral entity is that all the responsibilities of a corporation are assigned by law and directly linked to the main purpose of its mere existence. To generate profits in order to generate more profits in the future. Merriam-Webster Dictionary defines responsible as “able to answer for one’s conduct and obligations and able to choose for oneself between right and wrong” (Merriam-Wbester Inc.). In this essay we are going to identify in what ways a corporation may realize its responsibility and how in practice some of these responsibilities are fulfilled. In his work on corporate social responsibility John Campbell discusses several dimensions of how it is possible to measure (social) responsibility of a corporation. Among them are mentioned the following levels: “how the corporation treats its employees with respect to wages, benefits, and levels of workplace safety; how it treats customers with respect to product quality, truth in advertising, and pricing; how ihow the corporation treats its employees, how it treats customers, how it treats its suppliers, how it treats the government, how it treats the community (p. 5). It possible to distribute these levels into two groups. Responsibilities towards...
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...The Second Hand Industry; does it hold a Sustainable Future FTMG20295 N0300561 Catherine Mellor Word Count: 5471 CONTENTS PAGE Abstract i List of Figures/Illustrations ii 1.0 Introduction Page 3. 1.1 Background Page 3 - 4. 1.2 The UK High street Page 4. 1.3 The UK economy Page 4. 1.4 Rationale Page 4, 5. 1.5 Hypothesis Page 5. 2.0 Methodology Page 5. 2.1 Research Methodology Page 5. 2.2 Secondary Research Page 5. 2.3 Primary Research Page 5 -6. 2.4 Aims and Objectives Page 6. 2.5 Beneficiaries...
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...POSITION OUTLINE_THE BODY SHOP DAN VELAZQUEZ Anita Roddick, founder of The Body Shop (TBS), was an eccentric business leader and advocate of participating in moral leadership at the corporate level. Roddick not only established a lasting set of core values for TBS, but also helped set a precedent for the Corporate Social Responsibility (CSR) i initiatives now widely practiced by many international corporations. Bartlett and Ghoshal succinctly summarize the philosophy that Roddick embedded within TBS ii. In more broadly describing the need to go ‘beyond strategy to purpose’, Bartlett and Ghoshal go on to write that “contractually based relationships do not inspire the extraordinary effort and sustained commitment required to deliver consistently superior performance.” In a similar manner, Kouzes and Posner write that “the key task for leaders is inspiring a shared vision, not selling their own idiosyncratic view of the world. What this requires is finding common ground among those people who have to implement the vision.” Roddick was successful at establishing a shared vision at TBS that others not only found common ground in, but were also inspired by. In my mind, the aforementioned concept of inspiration parallels the Golden Circle iii that Sinek describes in his TED talk. Out of all of the material we reviewed this week, Sinek’s video resonated with me the most. It also helped me to tie all of the readings together, including the Core Ideology iv that Collins and Porras...
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... Contents Integrated Marketing learning points Background Leadership team Global brand The Lush experience The drive of passion 3D Worthwhileness Iconoclasm attracts Everything belongs together Success Executive takeaway Notes 11 6 4 4 3 4 5 5 7 9 10 10 Permission is given for this paper to be copied, forwarded, distributed or quoted from provided that the authorship is acknowledged. © Centre for Integrated Marketing, University of Luton 01/04/2003 Page 2 Lush is about passion and iconoclasm: passionate for natural products, fresh handmade cosmetics, seductive perfumes, growth and profit, and iconoclastic about everything else. Born from the ashes of Cosmetics to Go, Lush opened its first shop in Poole in 1994 and mushroomed into a chain of more than 130 shops worldwide. The humus for this growth was the interplay the ideas of freshness, nature and fun. These ideas are the heart and soul of Lush and everything Lush represents. It is through these ideas that the leaders attract like-minded people, staff and clients, and communicate the brand essence and a clear vision and direction. Integrated Marketing learning points Lush practice is permeated with many of the CFIM Integrated Marketing Audit best practice elements, including: 1. The chief executive responsible for the brand is committed...
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...Teaching Case ______________________________ Journal of Applied Case Research Sponsored by the Southwest Case Research Association “BUSINESS AS UNUSUAL”: A CASE STUDY ON THE BODY SHOP Subhadip Roy ICFAI University, India Lopamudra Ghosh ICFAI University, India © Journal of Applied Case Research Accepted: September 2008 2 “BUSINESS AS UNUSUAL 1 ”: A CASE STUDY ON THE BODY SHOP “The business has existed for one reason only – to allow us to use our success to act as a force of change, to continue the education and consciousness-raising of our staff, to assist development in the Third World and above all, to help protect the environment. What we are trying to do is to create a new business paradigm, simply showing that business can have a human face and a social conscience”. - Anita Roddick (1991) 2 ANITA RODDICK STEPPED DOWN AS THE BODY SHOP CHAIRPERSON February 2002, the founder of one of the biggest cosmetics companies in the world, Anita Roddick (Anita) stepped down as the chairperson of the Body Shop along with husband Gordon Roddick (Gordon), who was a co-chair along with her. A number of controversies in the mid and end 1990’s had badly affected the company’s image as doing “business with a human face” as opined by Anita in the quote given above. Periods of losses, coupled with poorly motivated shareholders, de-motivated franchisees, unsuccessful restructuring attempts and public propaganda against the company was proving to be too strong for the company...
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...original price at garage sales. Used clothing sector has grown into an important economic factor. It has clear consumer benefits. This is especially true in countries with low purchasing power, and for poorer consumers though it seems that almost all socio-economic groups are choosing to buy used clothing. Affordability is the key reason why people buy these goods. Fashion and consumer preferences also seem to be shifting towards western-style clothing. Many believe that clothes that are second hand are dirty. While this can be true in rare occasions, many times second hand clothing comes from clean homes and clean people who wash the clothes before they redistribute them. Second hand shops are not always for poor or poverty stricken folks, many middle class and wealthy individuals shop at second hand shops and also swap designer clothing on a regular basis. There are different types of second hand clothing that you can purchase or receive. Any article of clothing from shirts to pants to shoes and under garment can be redistributed as second hand....
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...WOMEN IN BUSSINESS For years, working women found they had little chance of getting a top job. The bosses of big business were nearly always men. They were often good at managing money but bad at managing people. Most of them were good at selling traditional products but bad at creating new ones. Many of them thought in the same way, said the same kinds of things and wore the same dark suits. But in recent years, business has changed. There are now opportunities for people to think differently and to manage companies in new ways. At last, women have been able to test new ideas and try new ways of working. Although many women still have problems in the workplace, more and more are reaching the top in their business lives. Number of businesswomen grows every year. More that 50% of students in the world are women. Women play a more important role in the world's economy than before. There are countries, where the number of female entrepreneurs is bigger than the number of male entrepreneurs (e.g. Switzerland, Singapore, Brazil etc.). For the most part it happens in countries of Eastern Asia, Africa and Latin America, because of the ever growing markets. There are a lot of outstanding examples of women, who have achieved everything they have by themselves. My favorite example is Anita Roddick, the founder of worldwide company “The Body Shop”. Her story is very interesting. Anita never thought about a life as a businesswoman. When she left school, she studied to be a teacher...
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...Roddick began to write the fabulous history of The Body Shop from a small boutique in Brighton, UK, starting out with a simple but totally new idea: ‘companies have the power to change the world’. Today, with sales of more than £1bn, The Body Shop brings innovative products and ground breaking values campaigns to customers all around the world. The Body Shop Values The five core Values of The Body Shop are as relevant today as they were when Anita Roddick first set them out: the brand is always looking for new ways to bring them to life. The Body Shop teams believe that these Values are at the heart of the brand’s commercial success and that they are the key to growing the business. As going forward, more creativity is always needed to bring this message to consumers in search for brands with principles that they can trust. A retail business model With more than 2,600 stores in 65 countries and territories, The Body Shop is a worldwide player in the single-brand retail based sector of the beauty industry. The store is the single biggest point of contact with the brand today and provides a great opportunity to experience the brand, engage customers and build support with the Love Your Body customer loyalty programme. The Body Shop focuses on offering friendly and personal services around storytelling, while creating a stronger sense of theatre to give customers a consistently memorable experience. For several years now, The Body Shop has opened the majority of its new stores in new markets...
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...National Labor Relations Act, also known as the Wagner Act, and they remain on the books in roughly twenty two states today. The right these laws enshrine is the nineteenth-century liberal individualist conception of freedom of contract between employer and employee. They protect the individual worker's freedom to refuse to join or to help support a union, including one chosen by fellow employees as their bargaining representative. Thus, from the perspective animating the Wagner Act, they aim to undercut collective labor agreements. More specifically, right-to-work laws are aimed against union security provisions in collective labor contracts. Such provisions may require that the employer hire only union members, ensuring a so-called "closed shop," or they may require that newly hired workers join the union within a certain period. Or union security provisions may not require union membership: they may only demand that employees contribute their share to the union's costs of bargaining on workers' behalf. Also, they may provide that the employer shall deduct union dues or fees from workers' pay checks. State right-to-work laws typically outlaw all such arrangements. Most of the 22 states that have Right to Work laws adopted them in the 1940’s and 1950’s after the passage of the Taft-Hartley Act of 1947. (Encyclopedia, 2005) The right-to-work law gives workers a choice regarding joining union or pay union dues. Since it is our constitutional right to freedom of association, I believe...
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