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Marketing
Marketing
Marketing
Student Name
University Name
Unit Name
Contents
Task 1    3
Company Overview    3
Purpose of the report    3
The Customer’s Need, Wants and Demand    4
Need    4
Want    4
Marketing orientation/concept    4
Different marketing orientations/concepts    4
Task 2    5
Marketing environments    5
Relevance of an organisation analysing the marketing environment    5
Environment    5
Considering the macro environment    6
Explanation    6
Competitors    7
Using one of the competitor analysis    8
Task 3    10
Marketing Mix (7Ps)    10
Product and service offerings    10
Pricing strategies    10
Place strategy    10
Product/service offering    11
Features of the product etc    12
Pricing strategy    12
Body Shop’s products/services sold    12
Conclusion    12
References    13
Task 1
Company Overview
Cosmetics is the product that has been a very vital part of the female life. Identifying its important many companies have developed a range of cosmetic products to lure the customers all around the world. Every company develops a
and with a certain unique factor that attracts the customers towards the company’s product. One such
and that has given a new definition to the cosmetic product range is The Body Shop. The company was founded by Dame Anita Roddick in 1976 and deals basically in cosmetics, skin care and perfumes. It boasts huge product range crossing over 1000 in numbers which it sells in company owned stores over 3000 and franchised stores spread in 66 countries over the globe. The present handling of the company is under the hands of Natura which purchased the company in 2017 June from L’Oreal by paying 880 million pounds.
The company provide natural and organic beauty products to its customers. It was the first company that stood against the animal testing. This helped the company to gain a lot of
and recognition. It initially started dealing with the product range that was for women only. But, recently the company has identified the potential in the market for cosmetic range for men and thus, it is taking out the range specially produced for the men.
Purpose of the report
The given assignment will in detail discuss about the company, its customer needs, what they want from the company and its product and the demands. The report will also discuss the market orientation the company has adopted to target its customers. A marketing environment will also be analysed in the report along with a competitor’s analysis. The marketing mix will provide an insight if the marketing concept of the company. A conclusion that will summarizes the findings of the tasks will be added in the end.
The Customer’s Need, Wants and Demand
For a company it is very important to identify what the customers expect from the company also to identify what the customer need and develop that product to create a demand for it.
Need
The customer need refers to the desire one has related to need it has. This need is the factor that provokes a customer to make a purchase of the product. If a company identifies the customer needs then it could produce the same product and earn the customer.
Body Shop has also identified the need of organic beauty products in the global market. The market was full of
anded but chemical based cosmetic product range. Many having sensitive skin and hair could not use chemical based product. This made Body Shop to develop a product range that is free of any sort of chemicals.
Want
Though seems similar, but need and want are two different aspects to be focused by a company. Want is something that increases the crave in the customer to make the purchase
Marketing orientation/concept
Different marketing orientations/concepts
· Production Concept,
· Marketing Concept,
· Societal Marketing Concept.
· Selling Concept,
· Product Concept,
Marketing orientation The Body Shop adopts
The business concept or business philosophy for understanding or focusing on the needs or needs mentioned by the customer is a marketing concept for a body shop, a business philosophy that challenges these three trading directions. Its basic principles were reflected in the 1950's. The achievement of an organizational goal (sales company's aim) is to make it more effective for competitors than your competitors, creating, distributing, and interacting with customer companies for select customers (Azadi & Rahimzadeh, 2012).
Task 2
Marketing environments
Marketing environment
Marketing Environmental Analysis is considered as a strategic tool for analysis. This method helps to recognise the internal and external features of the environment that affect the capacity of the association to function co
ectly. Develop a corporation's design, culture and guidelines to give a clear direction to business leaders. But commercial success depends on whether it is related to an external environmental impact (Dominici, 2009)    .
Environment
The business evaluates an external environment to find threats and opportunities for environmental analysis. After evaluation, decision makers develop environmental-responding policies. The business market is very dynamic; everyone thinks that the products and products that compete in the market but suddenly change the whole situation. The company cannot control each component but marketing strategies can be developed that reduce the risks associated. There are many business strategic analysis tools out there but the most popular is Mussoorie analysis. This analysis tool is crucial for business...