The Body Shop is an international public limited company and was founded in 1976 by Dame Anita Roddick. Today the company has 2100 stores in 54 countries with a range of over 1200 products all animal cruelty free and many with fairly traded natural ingredients. This information is outlined in Older (2000). The Body Shop is part of the L’Oreal family which is their parent company. (http://www.thebodyshopinternational.com/About+Us/)
The company’s distinct values and policies give it a competitive edge over other cosmetics company and this transparency has made the company a leader and a novelty product in the market that everyone trusts and wants to use. Unlike other cosmetics company’s Body shop is not available on all stores because it has its own separate shop
where all the products are available in all countries. All these things make Body shop different and give it a competitive edge (Roddick,1985).
The Body Shop works in a clean environment where they have managed to keep their competitive edge. They work is a diverse environment and they also aim to encourage a healthy environment in the world by working against torture of any kind to humans and animals. But the environment in which the company operates can be analyzed through Porter’s five forces, SWOT analysis and PESTEL analysis.
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