Market Analysis Proof Reading Services

Introduction

The Body Shop was established in 1976 by Dame Anita Roddick, a human rights activist and environmental analysis campaigner (Thebodyshop.com 2018). The mentioned organization possess a current range of more than 1000 products which is sold over 3,049 owned as well as franchised stores internationally over 66 countries (Ampofo 2016). The headquarter of the mentioned organization is located at East Croydon as well as Littlehampton in West Sussex. The Body Shop Company is currently owned by Natura, a popular Brazilian Cosmetics company. Previously, The Body shop was purchased by L’Oreal and was owned by the same between the year 2006 to 2017.

Situational Analysis

Company Background

The body shop international limited popularly known as the Body shop is a British cosmetics, perfume and skin care organization that was founded in the year 1976 by dame Anita Roddick. The mentioned organization possess a current range of more than 1000 products which is sold over 3,049 owned as well as franchised stores internationally over 66 countries (Ampofo 2016). The headquarter of the mentioned organization is located at East Croyodon as well as Littlehampton in West Sussex. The Body Shop Company is currently owned by Natura, a popular Brazilian Cosmetics company. Previously, The Body shop was purchased by L’Oreal and was owned by the same between the year 2006 to 2017. In the year 2017, the management of L’Oreal decided to sale Body shop to Natura for 880 million Pound (BARBER 2014). The product line of the Body Shop includes both cosmetics as well as skin care products. The cosmetics range of f the mentioned organization includes foundation, BB Creams, Blushes, mascara, lip products that includes lipsticks, lip gloss and lip balm, eye products like liquid eyeliners and kajals. The market reorganization of the company is high and it is present at almost all the developed as well as developing countries of the world. The total number of countries where the Body shop is present is 66 currently.

Target market

In order to identify the target market of the body shop company, the segmentation strategy has been implemented. By using the mentioned strategy, the company is able to know about the specific needs of the each market segment (Cross et al. 2014). This made them analyze whether the resources of the company is capable of meeting the requirements of the target consumers. In the following paragraphs, geographical segmentation, demographic segmentation and Psychographic segmentation is discussed.

Geographicalsegmentation

The Body Shop’s target market is middle to upper-class women who live in a city or suburban area due to the fact the stores are usually placed in big cities.

The mentioned brand has implanted stores all over the world. Consequently, it has to offer different products according to the culture, the weather and/or the religion of the country where the brand is located (Bendell 2017). For instance, in Muslim countries like Malaysia, The Body Shop sells products which don’t contain alcohol in its formula.

Demographical segmentation

The market is grouped by their similar characteristics, such as age, gender, family size, family life cycle, income, occupation, education, religion, race and nationality.

Age: 20-55 years old

Gender: Most of the Body Shop products can be used for both men and women. However, women are the major consumers of the company. In order to attract the male consumers to their skin care products, the mentioned company also makes products, which are specially made for men, such as for face, hair, body care, and perfumes for men. Income, occupation, and education: Students, working adults, and housewives are the main target of the The Body Shop products (Isaak 2016). Especially for working women, they want and might have to look attractive in their workplaces. Considering the price range of the products, consumers with middle-high income or high income tend to purchase The Body Shop product more often.

Psychographic Segmentation

The division is based on consumers’ lifestyle, personality, and social class. Different people may have different taste or interest in different products even though they are in the same demographic or geographic class.

Being the major co summers, the lifestyle, personality as well as social class of women highly affects the mentioned segmentation (Grayson and Hodges 2017). The desire of looking pretty is the chief reason behind buying the beauty products. Mover the trends of using organic products like tea tree, seaweed and others also put impact on the business of the company.

Competitors

The competitor analysis is done in order to understand the similarities, dissimilarity and brand equity of its competitors. This in turn helps the organization to understand access its competitor and gain competitive advantage from the same (Hopkins 2016). The major competitors of the Body Shop organization behaviour include L’Oreal Paris, Estee Lauder and Clinique. A better understanding of the competitors will provide with the help of the competitor table which is present in the appendix.

Brand Positioning

Marketing Communication Objectives

The strategies of marketing communication are aimed at enhancing customer base by communicating about the product knowledge to the target customers. The division is based on consumers’ lifestyle, personality, and social class. Different people may have different taste or interest in different products even though they are in the same demographic or geographic class.The Body Shop’s target market is middle to upper-class women who live in a city or suburban area due to the fact the stores are usually placed in big cities.The mentioned brand has implanted stores all over the world. Consequently, it has to offer different products according to the culture, the weather and/or the religion of the country where the brand is located (Bendell 2017). The mentioned organization is highly committed towards its bra value. The base of loyal consumers as well as brand equity o the organization is strong. The headquarter of the mentioned organization is located at East Croyodon as well as Littlehampton in West Sussex. The Body Shop Company is currently owned by Natura, a popular Brazilian Cosmetics company. Previously, The Body shop was purchased by L’Oreal and was owned by the same between the year 2006 to 2017. In the year 2017, the management of L’Oreal decided to sale Body shop to Natura for 880 million Pound (BARBER 2014). The product line of the Body Shop includes both cosmetics as well as skin care products. The cosmetics range of f the mentioned organization includes foundation, BB Creams, Blushes, mascara, lip products that includes lipsticks, lip gloss and lip balm, eye products like liquid eyeliners and kajals. The market reorganization of the company is high and it is present at almost all the developed as well as developing countries of the world. The total number of countries where the Body shop is present is 66 currently.

The organization takes environmental issues seriously and as a result of this gains goodwill of the consumers. In order to identify the target market of the body shop company, the segmentation strategy has been implemented. The target market of the company includes beauty a well as health conscious women who belong to the middle class as well as the upper middle class of the society. By using the mentioned strategy, the company is able to know about the specific needs of the each market segment (Cross et al. 2014). This made them analyze whether the resources of the company is capable of meeting the requirements of the target consumers. In the following paragraphs, geographical segmentation, demographic segmentation and Psychographic segmentation is discussed. Being the major co summers, the lifestyle, personality as well as social class of women highly affects the mentioned segmentation (Grayson and Hodges 2017). The desire of looking pretty is the chief reason behind buying the beauty products. Mover the trends of using organic products like tea tree, seaweed and others also put impact on the business of the company.

References

1. Ampofo, B.A., 2016. STAYING AT THE TOP; BUILDING A SUSTAINABLE COMPETITIVE ADVANTAGE. International Journal of Management and Scientific Research, 1(1), pp.1-14.
2. BARBERÁ MARCILLA, L.A.U.R.A., 2014. Business analysis for Wal-Mart, a grocery retail chain, and improvement proposals (Doctoral dissertation).
3. Bendell, J., 2017. Terms for Endearment: Business, NGOs and sustainable development. Routledge.
4. Cross, D., Kanellis, B., Rega, J. and Smith, M., Strategic Analysis Report.
5. Epstein, M.J., 2018. Making sustainability work: Best practices in managing and measuring corporate social, environmental and economic impacts. Routledge.
6. Grayson, D. and Hodges, A., 2017. Corporate social opportunity!: Seven steps to make corporate social responsibility work for your business. Routledge.
7. Hasan, R.A., 2018. CONSUMERISM IN COSMETICS INDUSTRY: THE CASE STUDY OF CORPORATE SOCIAL RESPONSIBILITY PRACTICES OF THE BODY SHOP IN PAKISTAN. PEOPLE: International Journal of Social Sciences, 3(3).
8. Hopkins, M., 2016. The planetary bargain: corporate social responsibility comes of age. Springer.
9. Isaak, R., 2016. The making of the ecopreneur. In Making Ecopreneurs (pp. 63-78). Routledge.
10. Young, A., 2014. Brand media strategy: Integrated marketing communications planning in the digital era. Springer.