英国dissertation网为提供留学生代写assignment指导服务—美体小铺Body Shop的商业计划评析
美体小铺是英国化妆品行业的著名品牌，它成立于1976年。几十年来，已经有三十多个国家及地区成立了美体小铺零售店。美体小铺所选取的原材料适合于英国的每一个人。为了满足客户的需要，现在美体小铺开发了超过1000种不同类型的个人防护产品，包括护发及美容护理产品，另外还有芳香精油系列，和其它多种护理产品和护理附件。访品牌自成立以来倍受英国皇室及戴安娜王妃所喜爱，如今已经在世界享有极高的知名度。
美体小铺非常关注产品的纯度及环境保护问题，它们的大部分产品都坚持这样的理念。他们一直反对拿动物来进行化妆品试验。不仅他们自身不进行动物试验，而且连原材料产品供应商也必须遵循这个原则。他们从来没有购买过进行过动物实验的产品。他们的环境保护意识非常强烈。
The Body Shop is the famous British Cosmetics brand, founded in 1976 Brighton (Brighton). For decades, it has been in more than 30 countries and regions in the world with retail stores. The Body Shop in natural ingredients in Britain is suitable for everyone. But in order to meet the requirements of customers, now The Body Shop have developed over 1,000 different types of personal care products, including hair and skin beauty care products, otherwise sweet atmosphere oil essence, and other various products and accessories. No wonder since founded by The British royal family, including members of Princess Diana, it has won a worldwide reputation.
The Body Shop always pays much attention to its purity and environmental protection. During last decade, most of its products insist the idea. It is always against animal testing cosmetics. It not only itself do not tested on animals, and other technological methods of raw material suppliers, instead more accountable, never purchase audit strictly through animal testing. Another point The Body Shop’s awareness of environmental protection is very strong, and all products are not cardboard boxes etc packing (except), so that all The Body Shop in any boutique bring products that it should know. The Body Shop among the International companies, is The International one of the Body shop offers with high quality products and facial skin care. The retail business around the world, The Body Shop in 55 countries, the number of shops exceeds more than 2,200, all without using animal testing, and through the fair trade purchasing raw natural materials. Don't use animals to test policies that it has be awarded the first rule of international cosmetics humane cosmetics brand.
In order to meet the needs and improve the quality of the products, now it has produced more than 600 hair and skin products, the green hairdressing maintains otherwise 400 soup-to-nuts product accessories, including face, body and hair skin cleansers, and maintains article, sweet atmosphere oil, sesame oil, cosmetics and etc. It's natural, healthy products are rich. It is not only to make money, but also in a certain extent promote social and environmental changes. It is one of his strategies. Through the concept of natural and environmental protection, it can offer the consumers a convincement that its products is assured, on the other hand can well establish brand image to improve the influence.
Its community trade strategy plan is adopted, which is the only way of cosmetic company. Community trade plan has been in 24 countries with 31 suppliers, to provide important 15,000 people of income, the construction of their future. The Body Shop during the transparency and improve enterprise advocated by various action according to five values and maintenance to support community trade, human rights, and actively support against animal testing self-esteem and protect our earth, to promote social and environmental reform spare no effort. It has a charitable foundation, founded in 1990, The Body Shop during its foundation (registered charity Numbers 802757), the aim of which is to grant, who are unable to get traditional funding, and to promote human rights and civil rights, environmental protection and process for the concept of animal.
The Body Shop's natural and healthy products category, is applicable for rich men, women, children, and other kinds of people. Now The Body Shop’s product after gradually configuration has found its own feature and particularity.
Another promotion of The Body Shop is its ideas about its products that it has long-time publicized. It includes four points. The first one is activate self esteem, second is supporting community trade, the next one is defending human right and the lat one is defending our planet. From the first small store in the southern England Brighton with only about 25 kinds of a handmade skin sold in the store, the development of The Body Shop contains a lot of knowledge. As a so famous global brand today, its successful reason may differ from other brands, but there is a factor and all other successful brand is consistent, that is to combine the enterprise development and the social contribution together. In the forthcoming by Anita roddick written in the book of the different business, she says: a successful enterprise, besides money also needs some other things. Of course, the enterprise's profit first, but it should be more ambitious ambition. Facing the world, the enterprise should far-sighted without licenses with the status quo.
The existence of a brand is responsible for the existence of an enterprise. Cultivating the brand is to establish and maintain process with customers, employees and social relations. Therefore, a successful brand also means good brand relationship. It not only won customer's trust and loyalty, but also won the support and social workers to the wide recognition. The Body shop management thoughts of all essence lies in interpersonal relationship in enterprises will be the most important position. Notice enterprise and the relationship of people, not only confine to the maintenance and dealing with customers, but the relationship of people's respect and care.(Elliott Ettenberg,2003)
Enterprise with personal self assessment in the brand, the view of the product can form an intangible value. Because the cosmetics for consumers with not only physical changes in the external but also internal thought, it can let customers receive spiritual enjoyment. This is the body shop brand products, which originates from outside the enterprise values.
And the tradition of cosmetics products promotion, body shop market strategy abandoned advertising spending money market routines, but another, rely on itself individual outlets terminal. It takes on a curve route of saving spreading brand. Participate in various environmental protection movements and at the same time, the body shop still carrying on its brand promotion at a higher level, which is within the scope of human social concern, propaganda and promote their brands.
With no doubt that the Body Shop on a series of public relations action not only for its won high reputation, but also set up the brand image of distinctive individuality. A wide range of media reports and mass of oral communication, make this little use advertising communication product brand quickly won the social cognition. From the products spread is a unique sense, because the utilitarianism, focus on social and future behavior, give the brand positioning and selling of extraordinary.
Its products are reflected it loves life, respects our living environment and the individual spirit, and fair trade. In short, this it is sincere! It thinks that every woman should feel pretty, therefore its total devotion to find the highest quality natural materials, ethical and responsible attitude and purchasing, again with innovative ideas, and honestly with reasonable price, and let all consumers benefit. It starts from the heart, and has done, by reducing order envelope to emissions, with five values responsive to protect our earth, support groups, trade. This is the only way of doing things. As long as it persists in values and nature, it will do better.
As we know, the first purpose of marketing is to create a customer, and obtain or maintain a customer. From the view of long-term development, it is necessary to consider how to effectively over competition invincible. With the ability of collection and analysis of large amounts of information in the environment and the change of the market has great certainty not made by the correct decision.( Kenneth D. Weiss, 2002)With the change its decision makers must have strong ability to have the same as entrepreneurs and determination, and the holding-based insight. In the fierce competition in the market, the customer is not with much chance of profitable sales. Enterprise must be professional on the market structure and consumer behavior research, competitors, identification, evaluation and selection market opportunities. Enterprises should be able to find the reality and the potential consumer to create all kinds of "environment", namely to market opportunities. And through various "environment of opportunity’’ it can help determine the most appropriate enterprise business opportunity. Facing the rapid development of high technology, the acceleration of economic globalization, the development of management must keep on with social development. Managers must be advanced in the thinking of social cognition. Objective situation requires enterprises constantly change their thinking, enrich their thoughts in order to adapt to the unprecedented challenge. (Jessup L, 2008) Based on what we have analyzed before, we have had a clear picture about the developing strategy and progress of The Body Shop, from which we can link its experiences with the marketing strategy. It has perfectly followed the right marketing methods and ideas, which has been reflected in its process of development. At last we can conclude that The Body Shop will continuously improve and what it needs to persist is its precious principles which really care about not only its profit but also our environment and human beings.
This advertisement is for each age group, with outdoor point. With a simple story as a line, through a family in different age group use this product is to reflect that the product is with wide adaptability. From this family again to promote the whole society, that the product has the sociality and humanistic care.
References：
Elliott Ettenberg. (2003). Marketing Strategy. New York: McGraw-Hill.
Kenneth D. Weiss. (2002). Weiss Building an Import/Export Business. New York: John Wiley & Sons, Inc.
Jessup L. (2008). Modern enterprise management. New York: McGraw Hill.
