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[국제경영] 더바디샵의 경영전략 분석(영문)

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레포트 > 경제경영계열
2011.01.04
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2,800원
84원 (구매자료 3% 적립)

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[국제경영] 더바디샵의 경영전략 분석(영문)에 대한 자료입니다.

Introduction
General Introduction
Reason for choosing The Body Shop

General Analysis of The Body Shop
External Environment Analysis
Opportunities
Threats
Internal Resource Analysis
Strengths
Weakness
Job Satisfaction
Pay, Benefits and Recognition
Career Development

Analysis of The Body Shop’s Strategic Stakeholder Management System
Values
The Soul of Beauty
Our Incredible Planet
The Community of People
Mission
Mission Statement
Leader of The Body Shop
Dame Anita Roddick
Commitment and leadership
Current State of CSR of The Body Shop
Against Animal Testing
For Trading Fairly
5 Core Values
Charitable Foundation
Crisis (Acquisition by L’Oreal)
An Opposite Attitude to The World
Customers’ Reaction
Sustainable Development with L’Oreal
Activities
Community Trade
The Body Shop Foundation
Various Campaigns

Conclusion

Reference

본문내용

Internal Resource Analysis (Strengths and weaknesses)
Strengths
The very first The Body Shop store opened in Brighton in 1976, and now The Body Shop is an international company with over 2,500 stores in over 60 markets worldwide. During the period, Anita Roddick has conducted a campaign such as Stop HIV/AIDS campaign and Stop Child Trafficking Campaign with its 5 values which are Against Animal Testing, Support Community trade, Activate Self Esteem, Defend Human Rights, and Protect Out Planet. Through this campaign, The Body Shop is the leading natural beauty product on the market.
Strengths
 Stores on a large scale all over the world
 Leading company in natural beauty products market
 Eco-friendly image
 Charisma of Anita Roddick
 High level of brand awareness
Weaknesses
Because of Against Animal Testing, the effect of The Body Shop ‘s products is not verified. And another point is that compared to other companies on the market, The Body Shop doesn’t give its customers a discount. So the company is behind its competitors in terms of price competitiveness.
The company’s natural values such as Community Trade and Protect Environment caused restriction on the choices of ingredients and limited various types of products. In addition to these, other various weaknesses are listed below.
Weaknesses
 The effect of its products are not verified (because of Against Animal Testing Campaign )
 Compared to other competitors, they are behind in terms of price competitiveness
 Limited kinds of products
 Limited cosmetics for make-up
Job Satisfaction
Survey results showed staffs are proud to work for the company and feel the company delivers on its values and ethos. They have a high level of satisfaction with relationships at work and believe The Body Shop has a culture where people are treated with care, honesty and respect.
Aspect of work % of satisfaction
Relationships 88.6
My role and the work I do 86.9
Benefits 84.4
Workplace culture 83.4
Company values 82.6
Work/Life balance 82.0
Learning and development 80.2
Pay, benefits and recognition
While the workers were very satisfied with existing benefits, they felt there should be more incentives/rewards for achieving goals. The employees expressed strong interest in the company’s health and well being programs. They also felt that the company should more focus on celebrating achievements and reinvigorating fun in the workplace.
Career Development
The workers were generally satisfied with the appraisal process and the two-way communication. They were less satisfied with opportunities gained from the appraisal process for development and regular follow-up to check progress towards goal achievement. 86.7% of the employees said they felt they were trained appropriately for their position. However, only 68% were satisfied with the link between learning opportunities and future career paths.

Analysis of The Body Shop’s Strategic Stakeholder Management System
The Body Shop’s Value
The soul of beauty
To The Body Shop, beauty is a feeling, a natural way of

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