Analysis on The Body Shop’s Competitive Advantage, Challenges and Future Prospect in Cosmetic Industry

Dewi, Ni Kadek Intan Ayunda Puspita (2021) Analysis on The Body Shop’s Competitive Advantage, Challenges and Future Prospect in Cosmetic Industry. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

The Body Shop is arguably one of the greatest sustainable beauty retailer. The company provides strong long-term competitive advantages that distinguish it from other competitors. In this thesis, VRIO analysis is used to analyse the internal factors of The Body Shop’s competitive advantage by measuring the capabilities and resources owned by the company. On the other hand, the external factors will be analysed using Porter’s 5 Forces by analysing the forces that shape competition within industry in order to create suitable strategies in the market environment. In terms of CSR, The Body Shop has been successfully generated many positive social impacts since 1986 that will be analysed using a theoretical framework called Carroll’s Pyramid. This thesis will also provide advices for The Body Shop in order to enhance its business and to reach future prospects by implementing Ansoff Matrix into its business strategy.

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