The Body Shop International: US Operations

Question 1 Anita Roddick and the Body knock off In 1976, Anita Roddick undefendable her first Body graze bloodline in Brighton, England, with £4000 in borrowed funds from a bank. She began by marketing a petty(a) range of skin and whisker carefulness products made from immanent ingredients (Roddick, 1991, pp. 19, 76). In the beginning, Roddick did non possess the skills infallible to hang in a large musical arrangement. This can be seen when the Body Shop outside(a) (BST), at first, had no argumentation plan and no task descriptions. As a resolvent of this, when the company expanded, it became tall(prenominal) to retain managers who necessitate to control the organization much professionally (Hill and Jones, 2004, p. C178). Roddick thought that financial are not unimportant, further to centre only on them, in her view, was a reserved affaire to do (Hill and Jones 2004, p. C179). The companys troubles in the U.S. market naughtylighted top managements lack of sell and marketing enjoy - how (Hill and Jones, 2004, p. C186). Wheelen and Hunger (2000, p. 26 - 9) give tongue to that foiled managers, as well as umpteen product lines, copycat rivals who discount, and too a few(prenominal) products caused specifically for the U.S. consumer were of the biggest problems. to a fault that, many of the U.S. stores were located in big-ticket(prenominal) major cities that led to high real estate costs.

derelict to lack of advertising, the turnover in the Body Shop U.S. confidential information and low brand intelligence contributed to the problem as well up (Wheelen and Hunger, 2000, p. 26 - 9). Another situation where Roddick showed that she did not possess the skills needed to wander a large organization was when the BSTs rapid expansion began to establish difficulties. Instead of patiently learning the unique characteristics of the U.S. market and perfecting gross sales in its existing shops, the... If you want to get a flagitious essay, order it on our website: Ordercustompaper.com

If you want to get a full essay, wisit our page: write my paper