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Essay / Research Paper Abstract
This 5 page report discusses the separate corporate and business level strategies of this popular and trend-setting cosmetics and toiletries company. Once one of the most avant-garde in “politically correct” employment and marketing strategies, the company has had to struggle with a number of strategic issues as it determines its response to the marketplace of the new millennium. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: D0_Body.rtf
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Unformatted sample text from the term paper:
One of the cosmetic industrys trade publications, Cosmetics International, reported last month that the companys interim pre-tax profit plunged 27 percent, while exceptional expenses associated with the companys restructuring
in the first six months of 1998 resulted in a drop of 61 percent in pre-tax profit (11/10/98, pp. 1). Even founder, CEO, author, and activist Anita Roddick stepped
down as the chief executive last spring. Her replacement, Patrick Gournay said the company planned major changes to reshape the
business in the next few months. It will refit 400 of its 1,637 stores worldwide, cut stocks by 20% and streamline its distribution to get products into its shops more
rapidly (11/10/98, pp. 1). According to Fallon (1998), The Body Shops U.S. operations continue to struggle, with increased operating losses of $5.8 million and a 10.1 percent rise in wholesale
volume to $59.4 million in the six months ended Aug. 29. This compares with operating losses of $4.9 million and sales of $54 million in the corresponding period a year
earlier. The Body Shop said the losses in the U.S. included $1.2 million in exchange losses. Excluding these, its U.S. results were in line with a year earlier. Nonetheless,
company officials and many industry observers appear to believe that the problems are just a natural part of the companys growth process and that Body Shop International is not in
serious long-term trouble. Corporate Level Strategy The Body Shop has become famous for several reasons other than the popularity of its products. Its founder
created a persona of a political and animal rights activist. The company enthusiastically encouraged Third World partnering, non-exploitative use of resources (human or natural) advocated the expression of a
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