The Body Shop International: US Operations

Question 1 Anita Roddick and the physical structure knock off In 1976, Anita Roddick opened her first Body Shop bloodline in Brighton, England, with £4000 in borrowed funds from a bank. She began by marketing a small range of skin and hair carefulness products make from natural ingredients (Roddick, 1991, pp. 19, 76). In the beginning, Roddick did not possess the skills necessary to string in a large organization. This can be seen when the Body Shop International (BST), at first, had no business externalize and no job descriptions. As a result of this, when the party expanded, it became tall(prenominal) to retain managers who sought to control the organization more professionally (Hill and Jones, 2004, p. C178). Roddick thought that financial are not unimportant, but to centerfield only on them, in her view, was a dumb familiarity to do (Hill and Jones 2004, p. C179). The companys troubles in the U.S. market highlighted top managements drop of manage and marketi ng know - how (Hill and Jones, 2004, p. C186). Wheelen and Hunger (2000, p. 26 - 9) said that thwarted managers, too many product lines, copycat rivals who discount, and too a few(prenominal) products caused specifically for the U.S. consumer were of the biggest problems. Besides that, many of the U.S. stores were located in big-ticket(prenominal) major cities that led to high real estate costs.

overdue to lack of advertising, the turnover in the Body Shop U.S. leading and pitiful brand recognition contributed to the problem as intumesce (Wheelen and Hunger, 2000, p. 26 - 9). Another situation where Roddick showed that she did not possess the skills needed to die hard a lar! ge organization was when the BSTs rapid expansion began to gain difficulties. Instead of patiently learning the unique characteristics of the U.S. market and perfecting sales in its existing shops, the... If you want to get a skilful essay, order it on our website: BestEssayCheap.com

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