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International Relations. Internationalization Strategy of "The Body Shop"

Submitted Assignment 2017 41 Pages

Business economics - Miscellaneous

Summary

This assignments contains a strategic analysis of The Body Shops internationalization.

The Body Shop International Plc has been established in 1976 by Anita Roddick, as the first ethical beauty company to pioneer “a new kind of sustainable business.” (The Body Shop International Plc., 2015) Within a short period, it became a worldwide successful enterprise. Today, The Body Shop is a leader in the movement for creating an ethic of social responsibility among corporations and is one of the most controversial players within that movement. This essay describes the company’s development, from opening the first shop, over its internationalization process, up to the acquisition by L’Oréal.

Therefore, some theoretical background in strategic international management will be explained. With the help of Porters Five Forces, changes within The Body Shops competitive environment will be discussed. By looking at the modes of entering foreign markets, as well as timing strategies, The Body Shops internationalization will be analyzed. Can the OLI-framework answer why the company has engaged in international markets in a certain way?

Especially after entering the U.S. market, the company faced some major challenges. The EPRG model will be applied, to see if those changed the way the company was managed. In 2005 The Body Shop went through a major repositioning, which ended up in the acquisition by L’Oréal. The latest part of this essay will describe the reasons and analyze the strategic position of The Body Shop before the takeover.

Details

Pages
41
Year
2017
ISBN (eBook)
9783668540989
ISBN (Book)
9783668540996
File size
705 KB
Language
English
Catalog Number
v376004
Institution / College
University of Applied Sciences Riedlingen
Grade
1,0
Tags
International Relations The Body Shop SWOT Competitive Framework EPRG OLI Framework Timing Strategies Modes of Entry Franchising

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Title: International Relations. Internationalization Strategy of "The Body Shop"