The Body Shop Marketing Practices

Executive Summary

This report is analyzed about a chosen website which is The Body Shop Malaysia. It begins with a competitive analysis of The Body Shop. The analysis is explaining about the competitor of The Body Shop and how it compares to The Body Shop. The next part is explaining about the target market of the chosen company. Then it comes to SWOT Analysis part which explains about the strength, weakness, opportunities and threat of The Body Shop. After that the writer discuss about the relationship marketing practices of The Body Shop. Then it continues with an explanation about the shifting from mass marketing to one-to-one marketing and its effectiveness. Lastly, the writer writes some recommendation of computer system management for the website chosen which is www.thebodyshop.com.my.

Introduction

The Body Shop was first found and open in UK on 1976. It was opened by a human rights activist named Dame Anita Roddick. Anita Roddick is inspired from Peggy Short and Jane Saunders that ran a shop called The Barkeley Body Shop that used natural ingredients for their product. The shop is also help to employ immigrant women. It is now a global manufacturer and retailer of beauty and cosmetics product. The Body Shop is now available in 61 countries around the world with 1200 products available. In Malaysia it was operated by Rampai-Niaga Sdn Bhd, The Body Shop franchisee with license under The Body Shop International plc. There are more than 65 stores that are available in Malaysia now.

Part A

Competitive Analysis

Cosmetics and beauty products are the things that most of people in this world are now using. They use this product as their daily needs. Some of peoples even get addicted to cosmetics and beauty products especially women. Therefore there are many cosmetic and beauty manufacturer companies nowadays. As they see it is a potential product in for a business. The Body Shop is one of the biggest cosmetic and beauty products in Malaysia. There some big cosmetics and beauty manufacturer company also in Malaysia such as L’OCCITANE and SEPHORA. These both companies sell almost the same product type with The Body Shop such as the cosmetics and beauty products that is also a global manufacturer of cosmetics and beauty products.

L’OCCITANE

L’OCCITANE is beauty products manufacturer company that sells body and bath treatment products and fragrances. L’OCCITANE first store in Malaysia was first open around two years ago. There are several similarities between L’OCCITANE and The Body Shop. Both of them are made from natural ingredients. Each product of their beauty products has their natural own smell. However The Body Shop first store has opened