the body shop : societal value

8/14/2019 the body shop : societal value

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The Body Shop : Societal

value in the store


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value in the store

Group members :

V Th Thy D ng BA070057

Hong Th Thanh Huy n BA070081

Ph m Ng Di m Ng c BA07

T Th o Ph ng BA070116 Nguy n Mai Ph ng Th o BA070145

Ph m Hoi Thu Ba070153


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Outline :

1. Summary

2. Answer 5 questions


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Summary


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Balance the financial and human need of stakeholders in a

creative way

Ecologically sustainable business, meeting the

needs of the present without compromising the

future

Mission StatementPursuit of social and environmental change

Contributing to community by a code of conduct which

ensures care, honesty, fairness and respect

Protecting the environment, human and civil rights,and against animal testing within the cosmetics and

toiletries industry

Tireless work to narrow the gap between principle

and practice, whilst making fun, passion and care part of

our daily life


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PROBLEMS

Aim to

clean

up its

own

waste

VS

In-store

refills

Philanthrop

-ic

contribution

s and

employee

volunteer

activities

VS

Some

manage to

donate

substantial

amounts

Focus on

the image

of

naturalness

and heath

VS

Many

products

containchemical

substances

Fair Trade

policy

VS

The Body

Shop not a

specialized

organization

Rule of

animal

testing and

business

ethics

VS

Not applied

to medical

ingredients

Not neglect

business

objectives

and fun

VS

Not meeting

the

objectivesfully


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Question 1 :

Specify the means-end chain for aproduct of your choice from the BodyShop. For each level , indicate theproblem solving and/or enrichment ofmeanings of this product.


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What is means-end chain(MEC) ?!?

a means can be an end, an end can alsobe a means

Save timesand efforts

Reliability

On time delivery


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Tantalizing lip butter

Naturally- based productNo animal testing

Ingredients imported

from third world

countries

Fund raising to

Staying Alive

Foundation

Refill packaging

Preserving environment

Social recognition

Well -being


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Question 2:

To what extent is the positioning of

the Body Shop based on environmental& social claims ? Would otherdrugstore chains be advised to use

these claims?


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The Body Shop based on Social & Environmentalclaims. It may aim at 3 targets:

1. Creating an ethical profile and using it ascompetitive advantage.( In fact, there are a lot ofbig companies which do bad things to gain benefits).

2. Attracting customer and establish their trust bypsychological impact ( Almost everyone want to begood person)

3. By this way, brand can exist for a long time thananother.


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Should drugstore chains learn?

Its a smart direction to extend. If you do thesame as your claims, you will be great. Customer willlove & be thankful to you. Competitors will envy butrespect.

However, its also a double-edged knife. You can easilylose customers trust if you cheat or have mistake. Becareful plz!

YES !


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Question 4 :

What could have been Anita Roddick soptimal response to the negative

publicity about The Body Shop


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+ The Body Shop's Trade Not Aid program: avoided exploiting

native peoples and helped developing countries earn moneyselling renewable resources rather than destroying their

habitat

+ Support two to three campaigns a year for such causes asAIDS education, voter registration, and opposition to

animal testing in the cosmetics industry.BytheirACTION


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The Body Shop must be more honest and open to public about

what they think, what they do, and what they want their

customers to do.

The Body Shop may have encouraged criticism from others,

because if we make the mistakes, we must admit and try to fix

them by any way (Anita Roddick)


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Question 5 :

At the beginning, The Body Shops employees

were almost a big family. Nowadays, thecompany employs 5,000 employees. How doesthis change affect the possibility of meetingthe companys objectives ?


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1. social responsibility

2. naturally-based quality

The Body Shop (UK) is a global company with

a number of branches worldwide (47countries and 5,000 employees).


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1998 Patrick Gournaybecame CEO.

The US business was ownedby a non-director of TheBody Shop

Expand company moreowners conflict inbenefit

difficult to implement

companys objective


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In august 1998 the hempproducts and relatedpromotional material wereseized by French police

(marijuana-drug).

Using non-naturalingredients and

petrochemicals.

Only little profit turnover tospend on social programs.

What did they do?


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Thanks for

Listening !

the body shop : societal value

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