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Body Shop International case study作业

时间:2015-06-11 10:54来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
美体小铺国际案例总结
 
美体小铺国际案例是一个有趣的案例,主要研究业主和股东利益就财务方面的误解。阿妮塔罗迪克,没有财务方面经验的美体小铺的创立者,认为她所需要做的全部就是扩大生意以及融资发展她的业务。尽管阿妮塔自然护肤系列的产品理念很棒,但她在财务方面缺乏经验,这也使得她在生意上付出了代价。
 
企业发展成长的太快,作为结果,就会导致销售,利润和股票的价格开始下降,增长率迅速下降,竞争对手如沐浴产品充斥着市场。这减少了市场份额,使得由业主决定。美体小铺很快融入市场,开始淡化了自己的品牌名称。它迅速走上大众化市场路线并在了每个街头和郊区特许购物中心进行专营。
 
在1998年,阿妮塔罗迪尔和帕特里克多长尝试制定公司战略,但没办法,损失已经造成。虽然收入在持续增长,然而,税前利润在接下来几年不断下降。
 
Body Shop International Case Summary 
 
The Body Shop International case is an interesting case study into the miscommunication of owners and stockholder interests with regard to financial conditions. Anita Roddick, the founder of The Body Shop had no financial experience and thought that all she needed to do was expand her business and the financing would take shape as she developed her business. While Anita’s product concept of a natural skin-care line was good; her lack of experience in financial matters took its toll on her business. 
 
The growth expansion of the firm was too rapid and sales, margin and stock prices began to decline as a result. The growth rate quickly declined as competitors such as Bath & Body Works flooded the market. This decrease in market share led to poor decision making by the owner. The Body Shop quickly saturated the market and began to dilute their brand name. It quickly became a mass-market line franchised to every suburban shopping mall and street corner. 
 
In 1998, many attempts to strategize the company were employed by both Anita Roddick and Patrick Gourney. Unfortunately, the damage had already been done. Revenues continued to growth; however, pre-tax profits still declined in the years that followed. In 2001, Gourney attempted to reinvent the company and employed several strategies that continued to fail by suggesting increased investment is stores, and attempted to achieve operation efficiencies by reducing product and inventory costs. 
 
Case Analysis 
 
While analyzing the data for The Body Shop International case, I noticed some trends and have compiled my assumptions for the next three years. I have compiled pro-forma statements for the fiscal years 2002, 2003 & 2004. These figures are based on the percentage of sales method for pro-forma financial modeling. Simply put, I used the sales figures from the past three years 1999, 2000 & 2001 and applied a growth rate of 13% increase to sales. Below are some additional assumptions that I have created to illustrate how the firm can become profitable while increasing market share and maintaining stockholder interest within the firm over the next three years. (责任编辑:BUG)


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