...Anita Roddick created the body shop in 1976 with the objective of opening an environmentally conscious cosmetic store. Today, the Body Shop (BS) has grown from being a single “hippie” store in England to a multinational company with over 2265 stores in 50 countries enjoying sales of £820,000 in 2006/2007 period. (mintel 2006) People say that “one person cannot make a difference” but Anita Roddick proved it wrong by sticking to here ideals and ideas of doing business. This extract from the Body Shop’s mission statement ‘to dedicate our business to the pursuit of social and environmental change’ (www.thebodyshop.co.uk), shows us how she created a new way of dealing with customer needs and wants. She saw it as a better option to put customer and society in the first place and by doing so, gain sales for good conduct. This way of doing business was not only proved to be extremely successful but many marketers followed the BS concepts, attempting to maximise potential profit by imitating Dame Anita Roddick’s set of ideals or values. Throughout this essay, we will investigate how Anita Roddick successfully used marketing tools to promote her chain of shops and her strong principles and see how today’s businesses can follow Roddick’s footsteps in successfully targeting the emergence of new consumer groups in the organic food market. Anita Roddick’s BS has not been an immense success for no reason. An explanation of the BS general success in world markets is that she was one of the...
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...Dame Anita Roddick and The Body Shop: Getting Started The daughter of Italian immigrants born and raised in the UK, Anita Perella began developing her legendary work ethic and keen business sense at an early age as she and her siblings worked tirelessly in her parent’s café as children. It was very common in those days for immigrant children to labor as hard as (if not harder) than their adult counterparts and Anita was no exception. She was a hard worker but also garnered a reputation for being a “rebel” by challenging the ideas and concepts of those around her. It is undoubtedly these traits (among others)—her tireless work ethic, savvy business sense, and willingness to think outside the box—which led to the eventual creation and overwhelming success of Anita’s legacy: The Body Shop. By the mid-70’s Anita had already completed her college education and began to travel the world, drifting from one position to another—teaching in Israel, working for the United Nations in Geneva..etc—before deciding to become a student of the world by exploring other nations and cultures. In her own words: “(…) that's when I first understood the power of community and a world beyond our Western notion, and the role women could play in it. It was education through experience, and it was where I got the ideas for The Body Shop.” When she returned from her expedition Anita met and fell in love with her future husband and the father of her two daughters; Gordon Roddick. Together the couple owned...
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...Creator- When one read the words The Body Shop one would think of working on cars. Not for Mrs. Anita Roddick, she thought of The Body Shop as a way to give women what they had been looking for in cosmetics. Mrs. Anita Roddick was born in England in 1942, to Italian immigrants. She was a human rights activist and an environmental campaigner; she was also the founder The Body Shop. The Body Shop was a cosmetics company that produces and sold beauty products. The Body Shop was the first company to prohibit its ingredients on animals and one of the first to encourage fair trade in other third world countries. Mrs. Anita intention of creating this company was to make money for her daughters and herself while her husband travels the world instead the company became a multi-billion company. The Body Shop had 1980 stores serving over 70 million customers all over the world by 2004. In 2006 Mrs. Anita sold her multi-billion company to L’Oreal, which caused problems. The problem came because Mrs. Anita would let her company use animals as test subjects and L’Oreal did. She was very active with charity for children and other works. Sales from The Body Shop went down south. The Beginning- Mrs. Anita had several jobs before she decided to create The Body Shop. In 1976 Mrs. Anita founded The Body Shop and it grew rapidly over the years. After being the CEO of her company in May 1998, Anita Roddick stepped down and appointed Patrick Gournay as the new CEO. Her reason for stepping down was...
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...headquarters in Littlehampton, West Sussex, England, was founded in 1976 by Anita Roddick and is now part owned by L'Oréal.From its first launch in the UK in 1976, The Body Shop experienced rapid growth, expanding at a rate of 50 percent annually. The Western Malaysian operation includes more than 64 stores and is operated by a The Body Shop Franchisee, Rampai-Niaga Sdn Bhd, under license by The Body Shop International plc. Corporate Culture and the Valves Five core values.Support Community Fair Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Our Planet. Against animal testing.the Body Shop web site explains that the organisation does not sell or use either finished products or ingredients that were tested on animals after 31 December 1990. Trading fairly. The body shop set up their own fair trade programme, called Community Fai Trade.Community Fair Trade now works with over 30 suppliers in more than 20 countries, providing over 25,000 people across the globe with essential income to build their futures. Most of our products contain Community Trade ingredients. Social activism.Over time, Roddick blossomed into a full-time critic of business in general and the cosmetic industry in particular, criticizing what she considered the environmental insensitivity of the industry and traditional views of beauty, and aimed to change standard corporate practices. Roddick said: "For me, campaigning and good business is also about putting forward...
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...L’Oréal Brandstorm 2012 “CREATE for a Beautiful World” CONTEXT The original, natural and ethical beauty brand It was in 1976 that Dame Anita Roddick began to write the fabulous history of The Body Shop from a small boutique in Brighton, UK, starting out with a simple but totally new idea: ‘companies have the power to change the world’. Today, with sales of more than £1bn, The Body Shop brings innovative products and ground breaking values campaigns to customers all around the world. The Body Shop Values The five core Values of The Body Shop are as relevant today as they were when Anita Roddick first set them out: the brand is always looking for new ways to bring them to life. The Body Shop teams believe that these Values are at the heart of the brand’s commercial success and that they are the key to growing the business. As going forward, more creativity is always needed to bring this message to consumers in search for brands with principles that they can trust. A retail business model With more than 2,600 stores in 65 countries and territories, The Body Shop is a worldwide player in the single-brand retail based sector of the beauty industry. The store is the single biggest point of contact with the brand today and provides a great opportunity to experience the brand, engage customers and build support with the Love Your Body customer loyalty programme. The Body Shop focuses on offering friendly and personal services around storytelling, while creating a stronger sense of theatre...
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...25 Finance Student 5010 South Robertson St. New Orleans, Louisiana 70115 (908)-752-2924 January 20, 2015 Anita Roddick, Founder: The Body shop International PLC 2001 Re: Case C: Chapter 8: The Body Shop International: An Introduction to Financial Modeling, Years 1 – 3 Observed Value of The Body Shop International as of February 28, 2004 = 2,000,000 GBP Dear Mrs. Roddick: As you requested, I have forecasted pro-forma statements and ratio analysis factors of The Body Shop International for Years 2001 through 2004, using the information presented in Bruner and the forecast assumptions on the Case Studies in Finance pages 120-126. I used these forecasted pro-forma statements as an Initial Scenario to analyze the interactive quality of the forecast assumptions made, and I adjusted the forecasted assumptions to I found the Borrowing amount for The Body Shop International as of 2001 (the beginning of Year 1) to be = $5,904,000. 1) & 2) I derived my forecast by taking a random growth rate percentage and the COGS/Sales ratio that the book had provided. As I plugged in higher growth rates the company debt began to grow larger. However the Retained earnings began to grow as well. The COGS/Sales ratio showed to have a similar affect but with a far greater increase in company debt. Whether there is an Increase in growth rate or and increase in the ratio of COGS/Sales, they both present an extreme increase in New Debt. If the COGS/Sales...
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...Abstract Entrepreneurship is defined as “the willingness to take risks”. (Kurtz, 2010 p.182). The people who make entrepreneurship happen are those who “seek a profitable opportunity and take the necessary risks to set up and operate a business” who are known as entrepreneurs. (Kurtz, 2010 p.182). In this assignment, we will analyze the different leadership styles of the well know entrepreneurs, Thomas Edison who was an American scientist, inventor, and entrepreneur, and Anita Roddick who is the founder of The Body Shop and encourages social responsibility in a number of facets. In addition, we are going to discuss the major business principles these entrepreneurs used to achieve their goals. Presently, entrepreneurship has become increasing encouraged because of the chance of job security and financially stability; enhance their quality of life, Entrepreneurship starts with a vision to change society, a culture, the world, or just a single person’s life, with a product or service and Anita Roddick had a vision to make a profitable business. Entrepreneurism is a curious thing. When one man has a dream, he goes out and converts that dream into a reality. For centuries, this has been the American way. There are several questions an entrepreneur has to ask himself, though; first, will I be making profit? No one wants to go into business to waste his time or money. Second, an entrepreneur must ask himself if he is being socially responsible. A business, whether large or small...
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...search technology, while they were graduate students at Stanford University. The company's mission statement is: "to organize the world's information and make it universally accessible and useful.” However, the company's unofficial slogan is “don’t be evil.” The company leadership style is profit-oriented. Brin asks questions like “Is this the place I would want to work if I were graduating from a doctor of philosophy degree program now?” (Deutschman) The major business principle of their profit-oriented entrepreneurial approach is choosing how to use human and natural resources; investing in equipment, machinery, and buildings; and forming partnerships with other firms. These are economic decisions all businesses organizations make. Anita Roddick, founder of The Body Shop, develops and markets natural cosmetic products. In addition to developing and selling natural cosmetics, she advocates community trade, human rights, and animal protection. Anita’s leadership style focuses on ethical behavior. “The Body Shop remains as famous for its ethics as its success.” (Hughes) The major business principles of her social-responsibility oriented entrepreneurial approach are fair trade, environmental awareness, animal protection, respect for human rights, social campaigning. Anita’s visionary beliefs have remained intact throughout. (Hughes) “The Body Shop Foundation supports social activism and environmental activism. We don't tend to support big agencies. We work within the communities...
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...Sussex, England, was founded in 1976 by Anita Roddick and is now part of the L'Oréal corporate group. History In 1970, Anita Roddick (then Anita Perilli) visited "The Body Shop" housed in a car repair garage in Berkeley, California selling naturally-scented soaps and lotions called The Body Shop. The shop run by Peggy Short and Jane Saunders used natural ingredients, and helped to employ and train immigrant women. Six years later, in 1976, Roddick opened a similar shop in the UK, using the same business name, color scheme, and cosmetic lines. In 1987, Roddick offered Short and Saunders 3.5 Mio USD to change their shops name to Body Time. Until 1992 the rename was completed. [3][4][5]From its first launch in the UK in 1976, The Body Shop experienced rapid growth, expanding at a rate of 50 percent annually. The Body Shop stock was floated on London's Unlisted Securities Market in April 1984, opening at 95p. After it obtained a full listing on the London Stock Exchange, the stock was given the nickname "The shares that defy gravity," as its price increased by more than 500%. But the opening of Roddick's first modest shop received early attention when the Brighton newspaper, The Evening Argus, carried an article about an undertaker with a nearby store who complained about the use of the name "The Body Shop."[7] In March 2006, The Body Shop agreed to a £652.3 million takeover by L'Oréal. It was reported that Anita and Gordon Roddick, who set up The Body Shop 30 years previously...
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...Entrepreneurial Leadership In business, one should be goal oriented. Entrepreneurs take risks in business, trying to achieve their goal without knowing what the outcome may be. There are many ways to become an excellent entrepreneurial leader and there are resources out there to make businesses successful. While achieving profit, it is also important to help the greater cause, such as the community. Blake Mycoskie is a true definition of an entrepreneur. He has succeeded in all the business ventures he pursued and has become more successful with every business. Blake is not afraid to take risks and has tried to make sure that he puts his best foot forth to make sure his businesses become successful. His first project was opening a laundry service in college for all the college students and it very well which led to it expanding to other colleges. Blake then sold the laundry company and then started a music company that aimed at country music stars, with the success of that he sold that company also. Blake has a great business mind and he has great ideas to generate profit that’s why his businesses were successful. Mycoskie raised 2 million dollars with a reality show which they got the money from celebrities but it was later bought by Rupert Murdoch that too was a success. After those business ventures, another one came about and this time he partnered with a traffic school to help promote Driver’s Education Direct and he also created a marketing company to promote Driver’s...
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...The Body Shop requires us to run our business in a way that balances economic, social and environmental needs. As well as assessing ourselves against our Mission Statement we also ask for comment from those outside the business with whom we share common objectives. In June 2008,The Body Shop International held a stakeholder panel review meeting The aim of the panel was to invite NGO’s to comment on current social and environmental performance within the business and help shape the future of The Body Shop sustainable development agenda. The 2008 stakeholder panel consisted of representatives from the British Union for the Abolition of Vivisection (BUAV), Oxfam-UK, Traidcraft, and World Wildlife Fund (WWF). The meeting was chaired by Gordon Roddick. The stakeholder panel focused on three key areas: - Providing feedback on progress of The Body Shop against social and environmental objectives and recommendation made by the 2007 stakeholder panel - Discussion on the future 2008-2010 social and...
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...station to the homes, fixtures (lamps, sockets, switches) for the light bulbs, and more Edison made up the pieces as well as fitted them together. In 1869, Edison comes up with a Boston steamship, landed in New York City. This project left him poor and penniless, and in debt. Today with Thomas Edison electrical invention we now have the ability to have electricity to turn appliances on and off like dishwasher, washers and dryers. According to Anita Ruddick, founder of the hugely successful fair trade outlet The Body Shop’ said, “Nobody talks of entrepreneurship as survival, but that’s exactly what it is and what nurtures creative thinking. Innovation plays a large role in the study of entrepreneurship and the two ideas are closely linked. Entrepreneurship involves the creation of new products with new ideas at the forecourt of new products and it is important that entrepreneurs have the imagination and vision in order to make their ideas a success. Anita Roddick develops and markets natural cosmetic products during the research on Anita Roddick I learned she looks for employees who show their interest for what they are doing...
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...existed for one reason only – to allow us to use our success to act as a force of change, to continue the education and consciousness-raising of our staff, to assist development in the Third World and above all, to help protect the environment. What we are trying to do is to create a new business paradigm, simply showing that business can have a human face and a social conscience”. - Anita Roddick (1991) 2 ANITA RODDICK STEPPED DOWN AS THE BODY SHOP CHAIRPERSON February 2002, the founder of one of the biggest cosmetics companies in the world, Anita Roddick (Anita) stepped down as the chairperson of the Body Shop along with husband Gordon Roddick (Gordon), who was a co-chair along with her. A number of controversies in the mid and end 1990’s had badly affected the company’s image as doing “business with a human face” as opined by Anita in the quote given above. Periods of losses, coupled with poorly motivated shareholders, de-motivated franchisees, unsuccessful restructuring attempts and public propaganda against the company was proving to be too strong for the company to cope up. Thus, the decision of Anita and Gordon came up after several unsuccessful attempts to find a buyer for the firm. However, they still maintained control over more than 50% of the company’s voting rights along with Ian McGlinn, a friend of the Roddick’s and an early investor in the company. Around the same time, the then CEO Patrick Gournay, (who actually ascended the throne in...
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...5.1 Company Background Founded in 1976 by activist Dame Anita Roddick, “The company combines activism with marketing, encouraging women to focus on self-esteem as well as social and environmental causes” (The Body Shop). The Body Shop boast sits natural and eco-friendly line of skin and hair care products. Line of goods includes: body powder, bath and shower gel, candles, sponges, massages oils, fragrances, soaps and more. Purchased by L’Oreal in June 2006, The Body Shop cur-rently operates about 2,550 stores across 60 countries. 5.2 Brand Image The Shop ensures their image by guarantying “its cosmetics and personal care products are not tested on animals, and that they contain sustainably sourced oils and other vegetarian ingredients” (The Body Shop). In addition, the campaigns in which The Body Shop participates is another step they take to make a difference both environmentally andindividually. Vision and Mission: 5.3 The Body Shop Vision: “I just want The Body Shop to be the best, most breathlessly exciting company – and one that changes the way business is carried out. That is my vision.” Founder of The Body Shop. 5.4 The Body Shop Mission: To dedicate our business to the pursuit of social and environmental changeTo creatively balance the financial and human needs of our stakeholders:...
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...Introduction The Body Shop was established in 1976, selling scented soaps and lotions, made only from natural ingredients. Within 14 years, the company expanded into 39 countries, with over 1200 lines of products today. The founder, Anita Roddick, was known as an avid social activist and she largely promotes and supports causes such as ending animal testing In 2006, The Body Shop was bought by L’Oréal SA for £652m. The Body Shop- Managing Public Relations Anita Roddick was quick to recognise that there was a market for natural-based skin products that were free from chemicals and were not tested on animals. After gaining awareness on public’s position, The Body Shop took steps in building an effective public relations programme. This programme includes marketing its brand as one that is socially responsible, their core values being: against animal testing, support community trade, activate self-esteem, defend human rights, protect our planet. With clearly defined core values, the business was able to influence consumer’s imaginations, and perceive The Body Shop as an ethical business presence. In 1990, upon conducting environmental analysis, Anita Roddick took a different approach in promoting her products, claiming that she was uninterested in seducing consumers with expensive images. Instead, she established the environmental projects and community care department to portray the company as one that is socially responsible. This was part of its business plan of adopting...
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