Body Shop Case

Turning to SWOT analysis, the Body Shop's strengths, weaknesses, opportunities and threats will be defined in order to identify strategic niche. The Body Shop has considerable strong points to compete with the others in the world. They targeted a niche market by making products using thoroughly natural materials and they claim that their products are not tested on animals. In addition, an agreement between the Body Shop and L'Oreal was worked out to create something new. Another strategy of the Body Shop is not advertising due to rising cost of products. Instead of that, they launch many campaigns and charities to be known by the public, such as Ruby Doll, Activate self-esteem. In the present day, it is easier for customers to find a store because there are a large numbers of the Body Shop's outlets on over 50 countries. This led to the reputation and popularity of such multinational company is wide spread globally. However, a few weaknesses still exist based on consumers' reviews. The products are not always made of natural ingredients therefore customers' skins get dry. Some products of the Body Shop are quite more expensive in comparison with other competitors' products. It can be found that the Body Shop has golden opportunities to develop its work. As it's mentioned above, the Body Shop's stores are omnipresent on the world resulting in a huge amount of products are sold at a rapid pace. Moreover, not only women are customers of this toiletries and cosmetic brand but men are also targeted. Subsequently, this makes sense that consumers of the Body Shop are expanded significantly. On the other hand, there are some threats should be considered. High exchange rate leads to the fall of pounds pointing that the price of imported material will be increased. Many rival companies appear in cosmetic market to compete with the Body Shop by offering good service, promotion and quality.

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