P/B/18. Body Shop strategy analysis. Successes and Failures of their strategy. Dissertation

The topic of this dissertation is the strategy of The Body Shop and the successes and failures of their strategy. In addition, significant focus is placed on the developments and changes in strategies used to gain sustainable competitive advantage for the future, which are in a response to unfolding issues within the cosmetics and toiletries industry...In conclusion, The Body Shop has the ability, knowledge, expertise and competitive advantage to survive well into the future having proved that it can cope with and adjust to changes within the cosmetics and toiletries industry. The Body Shops risk taking strategy is significant in pushing the company forward in a competitive market. The Body Shop, once said to have a rebel image, is not afraid of taking risks particularly as the companys whole culture is immersed in a global revolution of human & civil rights, environmental protection and animal rights, hugely influenced by Anita Roddicks visionary, intuitive and creative leadership.