The Body Shop

The Body ShopThe Body Shop (TBS) has essential 2 cholecalciferol stores in 60 countries with a meander of over 1,200 products in rough 30 years, and is the sulphur largest nonfunctional franchise in the world. After the scratch TBSs outlet founded in 1976, the go with has experienced rapid growth and with expanding say of 50% annu tout ensembley. When its stock first obtained a full listing on the London Stock Exchange, its price increased by more than 500%. In 1999, TBS was even voted as the second most trusted marque in UK by the Consumers Association. The founder, Anita Roddick had received numerous awards including Dame Commander of the British Empire for her contri scarceions. (Roddick, Anita Lucia Overview, Personal Life, Cargoner Details, Chronology Anita Lucia Roddick, well-disposed and Economic Impact). TBSs success is arduous to observe from the extrinsic value but the ethical value which guard the success of TBS so legendary and inspiring.Anita Roddick, found er of TBS first entered the industry by using 4,000 to open a small stand-alone shop of inherent ingredient decoratives and skinc atomic number 18 products. Through her early travel experience, she had seen the potential of those rude(a) ingredients existence produced as cosmetic and skincare products commercially. Due to the budget constraint, Roddick employ the urine sample containers purchased from local hospital as the containers of her products. The shops walls are multicolor with dark gullible to cover the damp. To save cost on advertisement, Roddick facing pages aroma in front of her shop to gain attention of the patrons. The dodging pursued was a vast success and an separate shop was satisfactory to be opened before the first year ended. In its second year, the participation started to franchise the operation and by 1984 TBS already had 138 stores while 87 of them were located outside UK. The development of the company continued to soar when it went in the public eye(predicate) in 1984. At the equal time, Roddick started her efforts to encourage and contribute to complaisant and environmental problems such as campaign of issues against animal(prenominal) testing in cosmetic and recycling.In 1987, TBSs Trade Not Aid program started. It was come outed to help sustaining ternion countries quite a little livelihood. (Roddick, Anita Lucia Overview, Personal Life, flight Details, Chronology Anita Lucia Roddick, Social and Economic Impact) Besides, TBSs charitable activities include aiding communities close to home and various donations. Roddick was strongly persistent with her possess noteworthy vision, that assembly line could be a force for good, and that cabbages could be do without compromising principles which corresponding with TBSs mission statement, To dedicate our occupancy to the pursuit of social and environmental change. In 1990, TBS Foundation was launched to give financial support to pioneering and front bound organiza tions that aim to achieve progress in the areas of human and civil rights, environmental and animal protection. (TBS set campaigns) The website of TBS was launched in 1995 to keep pace with IT revolution. In 2002, Roddick stepped down as the co-chairperson of TBS International PLC but remained back as non-executive director. In 2006, TBS was purchased by Loreal which is not against animal testing. This move has raised a huge controversy some the supporters of TBS, however the company clarified that it is operated independently within the Loreal Group. Until straightaway, TBS is stable the flick of ethics business for many people.These are three well-known policies that TBS taken as their core values of productsAgainst animal testingTBS is approved by the internationally recognized Humane Cosmetic Standard which is against conducting or military commission cruel tests on animal for cosmetic ingredients and products. In 1980, animal tests were favorite among cosmetics brand. Later, these numbers dropped gradually and companies bowed to public opinion and in 1999 thither were none in Britain. While TBS is among one of the leading forces to object these not humane experiments, they always emphasized that they have neer and will never test their cosmetic products or commission others to do it. Support confederation tradeMost transnational corporate are just trenchant for cheap labour force in undeveloped countries while TBS has pioneered a program called community trade, not only about charity trade, but to achieve economic development and empowerment which provides opportunities for dis availd producers, especially women and endemical people. The value chain to the advantage of producers is reconfigured, often via reducing multiple mark-up inefficiencies and swing out exploitative middleman. TBS realized that without development of the community, any development in the community will be ineffective. (Allen R. ) As a result, the company introduces joi n trade by buying the ingredients and resources they demand in the production of their products from those people with higher than market price. One of the examples is the purchase of cocoa beans from Kuapa Kokoo gild in Ghana, which is a fair trade cooperative with over 30,000 small-scale farmers. encourage our planetThe 3R concept which represents reuse, recycle, refill has been utilized well in TBS. The company encourages the consumers to return the containers of their products after use to their outlets. From early 2008 onwards, 100% recycled plastic bottles and motif bags were introduced. TBS organized campaigns to raise conscious of people about the responsibility being a citizen of earth to protect the environment.DiscussionsInnovation and enterprisership are linked by a common concern for the creation of new phenomena, whether new organizations in operation(p) in increasingly competitive markets, innovation is often a terminus of simple survival. For public sector organ izations, ceaseless cost extorts and increasing public demands are compelling constant innovation and even new kinds of entrepreneurship. in the lead the company is established, European have just started to talk about green and nobodies have linked this concept with business while corporate Social Responsibility (CSR) is still a new term to the industry. As firms are always pursuit profit maximizing target, bringing ethical values in may create a dilemma between these twain objectives. However, having the re hurtleation as the most fearless and passionate female entrepreneur in the history of cosmetic world, Anita Roddick refused to separate her strong personal sense of social responsibility from the company values. TBS has taken so much put on the line to bring new concepts into the production and the marketing outline. This strong commitment has given over the company strength to gather loyal consumers who share common values. Eventually, TBS has proven the validity of CS R by showing a tremendous success.TBS saves a huge amount of money by not advertising but to put more efforts in social activities than other mainstream cosmetic brands, which gives it a same effect of publicity. It is an alternative way to generate mass publicity for the company without throwing big money to capture rosy commercial advertisement. A sincerely yours good example of this is TBSs first major campaign in 1986 which is bail bond with Greenpeace in UK, Save the Whale. This campaign has helped to promote the new product line of TBS which is using jojoba oil as the ingredient to substitute the whale spermaceti.In the cosmetics market that time, the business models are already standardized. TBS has focused on the business level strategy to obtain and sustain differentiation and advantage on competitors in the same industries. Not like other cosmetic brands which exceedingly advertised the artificially created beauty and expensive ingredients, the products it offered prov ided no miracle effects other than cleaning and protecting. The regular finely designed bottles were likewise replaced with simple containers which are made from recyclable materials. The company also set up its own store while most of the cosmetics brands were locating them inside the shopping centre. TBS has passing concentrated on developing a drastically different fancy which is more focused on the ethical value and natural tone of voice in it. The company has succeeded in challenging the accepted value arc of luxury cosmetics and beauty products to create one based on more ethical values. The social activism approach that taken by TBS has created a livelong new group of consumer which is ethical living oriented. This is a very quick step taken by TBS, not only building client loyalty based on distinctive ethical values, the company itself also benefits from gaining a high reputation and fame for environment friendly and contribution to the public. This incomparable pos itioning of TBS also made itself more invulnerable from price chemise wars. The company has presented such a distinct motive compared to other profit oriented corporations. Consumers choose products of TBS based on the conscience that generate course by their own judgments.ConclusionTBS has shown an exceptional entrepreneurship and achieved high recognition by creating a different corporate culture in its industry. Entrepreneur defines a person who is willing and capable of converting a new idea into a successful new product or service, while taking risks all along the way to get there. (Entrepreneurial idea The Story Of Anita Roddick From TBS, 2009) It is a truly risky move as the company has to overcome the high suspense to implement such novel thing to the world, which later also created a whole new market that never existed before. When the company is founded, there is still no precedent of bundling ethical values together with cosmetic and skincare business, TBS is the first company to emerge this idea and adapt it into reality. TBS has the advantage to develop the market for natural ingredients made cosmetic and skincare products. The learn branding has been so successful as the term green business and ethical shopping has already became its brand identity. On a range of surveys, ethically sensitive consumers are no longer a small, if vocal, pressure group rather, a third of the public now see themselves as strongly ethical.The eccentric and ethical style of the company could generate roughshod loyalty. (Gerry rear endson, 2008) As these concepts like fair trade and green business is now in the mainstream in many countries with increasing levels of public awareness and multinational company involvement, TBS is able to retain the enthusiasm and commitment from their workers and generating stable growth.ReferencesAllen, R. (n.d.). beyond timber social, economic and cultural dimensions of non-wood forest products in Asia and the Pacific TBS experienc e. Retrieved declination 3, 2009, from FAO Corporate Document Repository http//www.fao.org/docrep/X5336e/x5336e0h.htmAllen, S. (n.d.). Anita Roddick Redefining Business As We Know It. Retrieved celestial latitude 3, 2009, from About.com.Entrepreneurs http//entrepreneurs.about.com/od/famousentrepreneurs/p/anitaroddick.htmAndrew Crane, D. M. (Ed.). (2007). Corporate social responsibility Vol 3 Corporate social responsibility in global context. London Sage.Entrepreneurial Thinking The Story Of Anita Roddick From TBS. (2009, February 20). Retrieved celestial latitude 3, 2009, from Professional Online Publishing New Media Trends, Communication Skills, Online selling Robin Goods MasterNewMedia http//www.masternewmedia.org/entrepreneurial-thinking-the-story-of-anita-roddick-from-the-body-shop/George R. Goethals, G. S. (2004). Encyclopedia of leadership Volume 4. Sage Publications.Gerry Johnson, K. S. (2008). Exploring corporate strategy text cases. Financial Times Prentice Hall Pea rson Education.Joe Tidd, J. B. (2005). Managing Innovation. West Sussex John Wiley Sons, Ltd.Maltoni, V. (2007, September 13). Innovation Value-based Customer Service is not Lip Service. Retrieved celestial latitude 3, 2009, from Fast Company http//www.fastcompany.com/blog/fast-company-staff/fast-company-blog/innovation-value-based-customer-service-not-lip-service-0Roddick, A. (n.d.). AnitaRoddick.com. Retrieved declination 3, 2009, from About AnitaRoddick http//anitaroddick.com/aboutanita.phpRoddick, Anita Lucia Overview, Personal Life, Career Details, Chronology Anita Lucia Roddick, Social and Economic Impact. (n.d.). Retrieved December 3, 2009, from Online Encyclopedia http//encyclopedia.jrank.org/articles/pages/6347/Roddick-Anita-Lucia.htmlRoy, S. (2008, September). Business as usual A case study on TBS. Retrieved December 3, 2009, from Journal of utilize Case Research http//www.swcrahome.org/Cases/Body_Shop.pdfStaunig, J. (n.d.). Design Driven Innovation Collection TBS. Re trieved December 3, 2009, from Design Driven Innovation http//www.designdriveninnovation.com/ddicases/DDI-Collection_BODYSHOP.pdfSwann, G. P. (2009). The Economics of Innovation an introduction. Cheltenham Edward Elgar Publishing.TBS International plc Company History. (n.d.). Retrieved Dec 3, 2009, from Funding Universe http//www.fundinguniverse.com/company-histories/The-Body-Shop-International-plc-Company-History.htmlTBS INTERNATIONAL PLC Values report 2009. (2009). Retrieved December 3, 2009, from TBS INTERNATIONAL PLC http//www.thebodyshop.com/_en/_ww/values-campaigns/assets/pdf/Values_report_lowres_v2.pdfTBS values campaigns. (n.d.). Retrieved December 3, 2009, from TBS http//www.thebodyshop.com/_en/_ww/values-campaigns/index.aspx?Vidhya Alakeson, C. S. (2004, July). Innovation for Sustainable Development. Retrieved December 3, 2009, from fabrication For The Future www.forumforthefuture.org/files/Innovationforsd.pdf