Abstract
The cosmetics industry is one of the biggest industries in the world. The worldwide annual expenditure for cosmetics is estimated at U.S. $18 billion. There is strong global competition in this industry. To obtain a competitive advantage, companies need to invest a lot. They have to innovate constantly, and invest in advertising campaigns in order to be known and successful. The Body Shop decided to be different. Its products are natural, and it is an ethical organization, associated with environmental friendliness.
How does the Body Shop take part in the cosmetic industry? What are its vision and mission, and what strategic directions should be recommended to the Body Shop in order to perform successfully in this industry?
The cosmetics industry is a very aggressive and challenging market, in order to be more competitive and to gain market shares and customer loyalty, companies such as The Body Shop needs to understand their environment.
