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1、Essay写作车身车间市场报告IntroductionThis report will provide you with the background and evidence that forms a marketing plan for The Body Shop.Throughout the report the organisations current marketing environment will be assessed through completing a marketing audit.It will also cover their current position
2、ing and targeting strategy and their marketing mix.The Body Shop founded in 1976 by Anita Roddick who was a British businesswoman,believed in environmental campaigns and human rights.The Body Shop is a British cosmetics skin care and perfume company which produces and offers natural and fair-trade b
3、eauty products.It currently has a product range of over 1,000 skincare,haircare,makeup and body products.These all have an amazing smell with endless options and scents. The Body Shop sells their products in over 3,000 stores located in the UK and internationally in 66 countries which are owned and
4、franchised. Also,The Body Shop sells their products online and through the affiliates and The Body Shop at home programme.Anita Roddick died in 2007;Before that,The Body Shop was owned by French cosmetics company LOral between 2006-2017,Brazilian cosmetics company Natura now owns the company.The Mar
5、keting EnvironmentThe marketing environment represents a framework which sometimes can be difficult to categorise.Specific marketing environments are constantly changing,and institutions need to be aware of what is going on in the word around them.Jobber and Ellis-Chadwick(2013,p78)state“the marketi
6、ng environment consists of the actors and forces that affect a companys capability to operate effectively in providing products and services to its customers.”Firstly,it is important for The Body Shop to reflect on its marketing environment equally internally and externally.Both is often known as th
7、eir micro and macro environment.This will help them understand trends within their organisations environment and make plans(R.Masterson &D.Pickton 2014).To support their understanding further,analyses can be used which will be shared in this marketing report.Essay writing service on repor t.lxws.n e
8、tPESTThe macro environment includes all the forces that can affect an organisation but are outside their sphere of control.“There are several models for analysing the external environment at a macro level.Some of these are very similar,being only incremental changes to earlier models”(Blythe and Meg
9、icks,2010,p80).One model that supports this is the PEST analysis which is a useful tool for The Body Shop to understand the environment in which the organisation operates in.The abbreviation PEST refers to Political,Economic,Social and Technological influences.The report shares a PEST analysis below
10、.It relates to The Body Shop organisation which portrays factors that could influence them.From the analysis above there are several factors in the macro environment that should be looked at by The Body Shop when developing their marketing strategy.Political issues may include potential certificatio
11、n law for natural and organic products and continued government spending,meaning taxes will be increased.Also,the unexpected recession means that retailers may face an unstable economic environment situation.Social factors heavily relate to consumer behaviour,for example,lifestyle choices and attitu
12、des towards these have a real influence on these.This could relate to increasing in Self-employment.According to the Office for National Statistics(ONS)the number of self-employed workers has increased from 3.3 million in 2001 to 4.8 million in 2017.Technology is constantly evolving in todays market
13、 to improve business production and processes,therefore,it is important for The Body Shop to understand the technological factors which will help them remain competitive.SWOTA SWOT analysis is a plan which helps organisations to evaluate their overall marketing environment.The SWOT model stands for
14、Strengths,Weaknesses,Opportunities and Threats and it also considers elements from both the micro and macro-environment(Dibb,S.,Simkin,L.2013).Both strength and weaknesses are factors that are specific to the firm.On the other hand,the opportunities and threats focus on the macro environment.These a
15、re external factors which feed into the previous PEST analysis,and according to(R.Masterson&D.Pickton 2014)often organisations will have less control over them.A SWOT analysis for The Body Shop has been created below to assist with the current positioning within their environment.This analysis provi
16、des a summary view of the key factors identified in the audit.There are several opportunities The Body Shop can take advantage of,e.g.,extending their product range to men.There is also the potential to move weaknesses to strengths,e.g.,improve their advertising campaigns to increase brand awareness.Porters Five ForcesPorters five forces is a model developed by(Porter 1985).Reviewing the micro level environment brings the organisation
