Abstract Evaluates the franchise environment at the BodyShop, and methodology for conducting additional research. Challenges to franchises. Market support. Asian market.
From the Paper Evaluation of Franchise Opportunities with the Body Shop Introduction Background of the Problem Franchising offers entrepreneurs the opportunity to start a newbusiness without all of the risks of beginning a company on one's own With a franchise relationship the franchisee shares risk with thefranchisor the franchisor has an interest in working to ensure the successof the franchisee and marketing support is typically one of the mostimportant areas of assistance that franchisees receive from theirfranchisors The challenge to would-be franchisees is to find
Tags:Bodyshop, literature review. franchise, Asian, Market
Abstract This paper discusses franchising. The paper examines the business of the BodyShop. The paper suggest methods for conducting additional research.
From the Paper "Franchising offers entrepreneurs the opportunity to start a new business without all of the risks of beginning a company on one's own. With a franchise relationship, the franchisor shares risk with the franchisee or the franchisor has an interest in working to ensure the success of the franchisee and marketing support is typically one of the most important areas of assistance that franchisees receive from their franchisors. The challenge to would-be franchisees is to find ..."
Abstract This paper looks at globalmarketing using the Internet and different issues raised by different countries, noting that e-commerce has been increasing and that more and more businesses seek an Internet presence to market to different countries. It also discusses how globalmarketing today requires understanding of customs, laws and political practice around the world to avoid legal action, retaliatory policies and other adverse actions.
From the Paper "Global marketing and international business raises numerous difficulties for the individual business under any circumstances, but marketing and sales over the Internet can involve new kinds of issues and problems, including the need to cope with differing political and legal risks in various countries where they may be operating. The Internet is viewed by many in America was a completely freewheeling and largely uncontrolled means of expression, a place where once information is placed on the Web, it is "out there" forever. This is not really the case, however, and different countries have different ways of blocking material they do not want to allow their citizens to access and laws covering types of expression, commercial transactions, and any transfer of funds. Global marketing today requires understanding these variations in custom, law, and political practice around the world to avoid legal action, retaliatory policies, and other adverse actions. "
Abstract This paper discusses globalmarketing management as first involving the same elements as any type of marketing management and then as taking into account the different requirements of the global marketplace, the different opportunities and the pitfalls that must be avoided in this developing arena. The paper also describes the task of the marketing manager as that of deciding what works and what does not and seeing to it that the company follows what works.
From the Paper "Global marketing management first involves the same elements as any type of marketing management and then must take into account the different requirements of the global marketplace, the different opportunities, and the pitfalls that must be avoided in this developing arena. Deciding what works and what does not and seeing to it that the company follows what works is the job of the marketing manager. While the purpose of marketing is the same in the global marketplace as in the domestic market, namely to decide what the customer wants and then to provide it, the task can be more complicated in the global market because the manager will not be as familiar with that market, because that market is not one market at all but many markets in many different countries and parts of the world, and even different markets within the same country or region."
Abstract This paper examines the concept of globalmarketing using the success of the BodyShop as its prime example. Globalmarketing is compared to international marketing. The history of the BodyShop is described also in terms of their approach to social responsibility.
From the Paper "Global marketing is the means by which the international market potential can be tapped. Global marketing uses a single marketing scheme to sell products worldwide. International marketing on the other hand is a marketing program is tailored to suit the needs of each individual country. Global Marketing expands the horizons of a company by allowing the products manufactured by that company to be sold world wide thereby increasing sales revenue and improving cost efficiency."
Abstract This paper provides a comprehensive review of measures of marketing performance and country potential. The analysis uses a globalmarketing framework to analyze different types of globalmarketing control systems that are utilized by companies. The paper focuses primarily on how companies measure subsidiary marketing performance and also provides a complete overview of the different methodological approaches to measuring country potential. In addition, the paper provides a general guide for the strengths and weaknesses of the approaches.
Table of Contents:
Executive Summary
Introduction
GlobalMarketing Management Controls: What Are GlobalMarketing Management Controls?
GlobalMarketing Management Controls Strategies: Techniques FOR Measuring Subsidiary
Marketing Performance
Subsidiary Performance and Marketing Activities: Understanding the GlobalMarketing Mix
Evaluating Country Potential: Environmental/Situational Analysis
Effectiveness of Marketing Measures
Tools and Techniques of Country Analysis Techniques
Conclusion
Appendix
From the Paper "The interesting phenomenon is how countries are using these strategies either from a marketing perspective to achieve economic goals, or for public policy uses to bolster political influence. Global marketing management controls is no longer simply a formulated plan for 'private companies' to follow, if they wish to market their products or brands internationally. Global marketing management controls strategies are an important branch of business administration; however it is becoming increasingly a country analysis tool that is becoming very popular based on the number of examples given above and the relative success of this new use."
Abstract In this essay, the writer points out that the United States economy has once again emerged as a growing economy, dramatically and irreversibly impacting the globalmarket. The writer notes that the impacts to the globalmarket lie in the areas of employment, globalization, agriculture, intellectual property, the War on Terror, and the overall U.S. trade deficit. The writer maintains that some of these impacts have been positive for the globalmarket, such as outsourcing and inflated gasoline imports. However, the majority of the impacts caused by the U.S. economy have had devastating effects for third world countries in the areas of technological developments and intellectual property protections. This paper addresses the impacts that the U.S. economy has had on other markets in the world, and concludes with a brief summary of the issues.
From the Paper "In the area of technological innovation, the United States is also impacting the global market. In the agricultural industry, one quarter of the U.S. economy previously revolved around it; currently, agriculture comprises less than one percent as a result of efficiencies and breakthroughs in technology. Globalization has sparked a revolution in information and communication technology, resulting in the emergence of an Information Age that boasts the arrival of new levels of global interconnectedness. However, this global inter-connectedness has widened the gap between the information-rich and the information-deprived. The technological innovations made by the U.S. has forced individual countries to improve their efficiency or at least reduce the government's role in the economy. Thus, it can be argued that globalization has made the world more interdependent and has increased the damage that internal problems within individual countries can cause."
Tags: outsourcing, globalization, manufacturing, jobs
This paper analyzes an article "International Marketing as a Field of Study: A Critical Assessment of Earlier Development and a Look Forward' by Cavusgil, Deligonul and Yaprak.
1,350 words (approx. 5.4 pages), 5 sources, 2006, $ 53.95
Abstract This article discusses and reviews an article by Cavusgil, Deligonul and Yaprak, "International Marketing as a Field of Study: A Critical Assessment of Earlier Development and a Look Forward', that assesses the field of international or globalmarketing from its earliest development to the current prevalent trends. The discussion of this article is extended into the concept of the global brand and how to develop it in the context of new and emerging media and new and emerging markets.
From the Paper "These authors examine the field of global marketing as a legitimate area of both academic and business research within the context of the global economy itself. They examine first the concept of the global consumer followed by the development of global brands and globally oriented marketing operations. Secondary Issues: Of secondary importance to these authors and within the context of this review are issues related to methodology vis-?-vis actual market research techniques."
Abstract This paper explores the issue of product piracy and strategies a company could adopt to protect against piracy. The author examines the issue of information technology and global retailing. The paper reviews the issue of management economic and political risks.
From the Paper "Any product can be reverse engineered and thus pirated by unscrupulous companies and individuals, Software, such as films, music, CDs and computer games, are particularly susceptible to piracy but other more tangible products can also be pirated and distributed. Companies should be concerned about piracy for several reasons. One, it reduces the revenues that flow to the company by offering lower-priced versions of the original product. While not everyone who purchases a pirated product would purchase the original version, some of the market is lost ..."
Tags:globalmarketing management, piracy, intellectual property, information technology, retailing, e-commerce, economic risk, political risk, globalization
Formal business research about a kosher American restaurant and the feasibility of bringing it into the globalmarket through bringing a franchise of it to Israel.
3,670 words (approx. 14.7 pages), 17 sources, 2001, $ 101.95
Abstract As of now, Dougie's Restaurant is having serious internal problems with customer satisfaction. There are plans of expansion of Dougie's into the globalmarket through the opening of a store in the heart of Jerusalem. This report identifies problems and areas which need improvement such as: training and communication skills between employees and customers. This may help lead to increased customer satisfaction and as a result solutions to this problem can be carried over to further stores. The feasibility of a Dougie's Restaurant is also examined.
From the Paper "The purpose of this report is to examine the feasibility of the success of a Dougie's Restaurant in Israel based on the analysis of the existing stores in America. It was found that in out pre-existing stores in America, our employee's job training plan lacks informational and communication skills that our employees need. Overall, customers felt employees were too unfamiliar with products, price, and were not able to solve problems. These problems caused a decrease in profits as well as customers. It also caused a lack of motivation among the employees. Inefficient job training and communication skills have lead to a decrease in clientele, productive labor, and profits. These problems will continue to exist in the store that will be opened in Israel if they are not fixed.'
This paper performs a SWOT analysis and reviews the internal and external environments of The BodyShop International, a cosmetic company that has a mandate to support social marketing.
Abstract This paper explains that, in addition to making a profit, The BodyShop International gears its cosmetics business activities towards supporting community trade, defending human rights, activating self-esteem, trying to protect the planet, fighting against animal testing and supporting its own charity called The BodyShop Foundation. The author points out that, after a period of slowed growth in the 1990s and increased competition, The BodyShop established a new strategy of increased investment in marketing and promotion at the store level. The paper reveals that the industry growth is occurring in Africa and Asia where The BodyShop has a huge market share; however, changes in the political, economic or social climate in these countries will affect the BodyShop's overall demand since some of these countries have volatile environments.
Table of Contents
Internal Environment
Business History and Operations
Business Concept and Mission Statement
Functional Products/Services
Product Marketing Sales/Profit Profiles
External Environment
Industry: Major Competitors
Competitors
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
From the Paper "The three major competitors are Alliance Boots, Bath and Body Works, and Estee Lauder. Alliance Boots is a British based company with approximately seventeen percent (17%) market share of the British market. It is the largest pharmacy chain in Europe and is a serious competitor in the cosmetic market for The Body Shop. Bath and Body Works is a subsidiary of intimate brands and enjoys a one point nine percent (1.9%) share of the bath and shower market in the United States. The company is a competitor to the Body Shop since its sells natural body and hair care products as well as personal care products and fragrances."
Abstract This study examines the ?globalization? of the body care industry, with a special focus on the BodyShop and its efforts to establish a vital presence in the Kingdom of Thailand.
Literature Review
Research Method
From the Paper "We live in a global world. Technology, in particular television and the Internet, link together different peoples. They cross the barriers of oceans, mountains, and political frontiers. The decisions that governments make, the actions of environmental activists, and the marketing campaigns of large corporations affect hundreds of millions across the Planet. Time was when a retail operation consisted of a privately-run neighborhood store. The storeowner knew, and interacted with his customers. Goods and services were provided locally. Only rare or unusual objects needed to be imported from far away. The high costs of transportation and communication guaranteed that the horizons of our daily lives extended little further than the distances traversed by long familiar roads and byways. Today, however, a fashion retailer can manufacture a man's suit in Malaysia or Thailand; ship it to New York, Los Angeles, London, or Paris, and sell it in the local mall for less than the fabric alone would cost the local tailor. Style too, cross international boundaries. Tastes and customs that were once the preserve of a few are now the delight of many. Asian consumers demand the same kinds of sneakers and shoes, lipsticks and creams, perfumes and soaps as their peers in the United States and the United Kingdom. A company like the Body Shop ? seller of a complete range of skin and hair care products ? sees its potential market as global in extent."
Abstract This paper examines The BodyShop cosmetics stores as an example of branding and marketing. The company's attempts to position itself as socially responsible are outlined, and criticized. The contradiction between marketing luxuries and claiming to be socially responsible are explored also.
Abstract This report addresses the corporate strategy used by The BodyShop company in accordance with the demands of the strong need for strategic management at all levels of an organization, especially the top level managers. In examining the corporate strategy, the paper also looks at its history, gives an overview of the cosmetics and accessories industry and discusses its future strategy.
From the Paper "In 2004, the Body Shop's revenues were just under $712 million and have been regularly achieving annual growth rates of over eighteen percent. The company now has almost six thousand employees and as an employer, the rate of new job creation has been just under seven percent annually. The founders of the company have clearly demonstrated a dedication to the leadership, culture, and motivational aspects of the company and the new leadership has been wise to follow."
Abstract This document discusses the four managerial orientations employed by corporations relative to their foreign operations. The broader thematic forces related to globalization are discussed followed by a review of international marketing trends. Finally, the similarities and differences of the various trade bodies and relationships utilized among countries are examined.
From the Paper "Management orientations largely define the corporate culture of a given organization. In the highly inter-connected global marketplace, appropriating the most complementary management orientation for a given enterprise is important. The character of the management orientation of an enterprise tends to define corporate decisions related to marketing, human resources, and operations and is usually affected by a series of factors that can be clustered around individual factors, organizational factors, and contextual factors. In other words, the operating environment of a given market influences the type and degree of a particular organization's managerial orientation. The four primary managerial orientations are: ethnocentric, poly-centric, region-centric, and geocentric ."
