The Body Shop International: US Operations

Question 1 Anita Roddick and the Body knock off In 1976, Anita Roddick clear her first Body storehouse bloodline in Brighton, England, with £4000 in borrowed funds from a bank. She began by marketing a piddling range of skin and tomentum cerebri carefulness products made from ingrained ingredients (Roddick, 1991, pp. 19, 76). In the beginning, Roddick did not possess the skills prerequisite to hang in a large arranging. This can be seen when the Body Shop world(prenominal) (BST), at first, had no product line plan and no contrast descriptions. As a gist of this, when the company expanded, it became tall(prenominal) to retain managers who desire to control the organization more professionally (Hill and Jones, 2004, p. C178). Roddick thought that monetary are not unimportant, entirely to centre only on them, in her view, was a dim affaire to do (Hill and Jones 2004, p. C179). The companys troubles in the U.S. market highschoollighted top managements lack of sell and marketing hit the sack - how (Hill and Jones, 2004, p. C186). Wheelen and Hunger (2000, p. 26 - 9) express that foiled managers, excessively galore(postnominal) product lines, copycat rivals who discount, and too a few(prenominal) products caused specifically for the U.S. consumer were of the biggest problems. withal that, many of the U.S. stores were located in big-ticket(prenominal) major cities that led to high real estate costs.

delinquent to lack of advertising, the turnover in the Body Shop U.S. star(p) and low brand credit contributed to the problem as puff up (Wheelen and Hunger, 2000, p. 26 - 9). Another situation where Roddick showed that she did not possess the skills needed to give a large organization was when the BSTs rapid expansion began to cook difficulties. Instead of patiently reading the unique characteristics of the U.S. market and perfecting sales in its existing shops, the... If you desire to get a in force(p) essay, order it on our website: Ordercustompaper.com

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