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Role of international business at the company
Course:- Marketing Management
Reference No.:- EM13719035




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- Aim: Conduct a management analysis of The Body Shop

- Introduction and importance of company to the Australian and international business landscape:

- Research, analysis and discussion of sustainability related strategies and issues:

- Role of organisational behaviour at the company

- Human resource management practices at the company

- Role of international business at the company

- Role of technology management at the company

- Analysis of entrepreneurship and innovation at the company

Future strategies management should engage in (identify 3 major strategies based on the previous analysis of the company)

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Introduction 2
Sustainability Strategies and Issues 2
Organizational Behaviour 3
Human Resource Management 4
International Business: Overview and Strategies 4
Technology Management 5
Entrepreneurship and Innovation 6
Future Strategic Recommendations 7
Conclusion 8
References 9

In the year 1976, the organization of The Body Shop had been found by Anita Roddick with the purpose of earning and out of loneliness. The first outlet of Body Shop had been established in Brighton, South England in a small store (Teather 2006). The main essence for the success of this organization has been the products that are made out of natural ingredients. These natural ingredients were unique and new for the customers, with Anita being the sole employee. Even though she was the only one managing her shop, she was able to handle her clients in an apt manner. In the year 1977, Anita along with her husband chose to franchise the business for expanding the organization (Whiteley 1991). Hence, the first franchisee of Body Shop was established in the year 1978 in Brussels. Finally, in the year 1984, the Body Shop was presented as a Public Ltd. Company, after opening franchises in Australia and Canada.

The philosophy of the business depicted its willingness for doing something that is not just to sell the items of cosmetics. The organization is known to give huge importance to the concept of uniqueness and satisfaction of the customers. The Body Shop entered the market of Australia in the year 1983 and since then, it has been growing in terms of store numbers, reputation and stature. In the present time, there are almost 77 stores of the Body Shop in Australia, as well as online platform of shopping with a direct network of sale from the Headquarter (Teather 2006). The organization is known to be employing more than 1000 members of the staff and is known as one of the most responsible and successful retail enterprises across the nation.

Focusing on the Body Shop, this paper will be analysing the management of Body Shop. This will be done in terms of different dimensions that will include the sustainable strategies, organizational behaviour, practices of human resource management, management of technology and several other such related topics




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