College Research Papers

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1. Executive Summary

We covered eight parts in the two-year marketing plan. They are strategic focus & plan, situation analysis, product-market focus, marketing program, financial data and projections, implementation plan, evaluation and control, and appendices.

The first part is strategic focus and plan. This section focuses on three aspects of corporate strategy that influence the marketing plan (1) The mission. It can be understood the company's current duty and responsibility for its product line and management process. () The goals. A goal means an object can not be achieve within a short period of time. The Body Shop sets the non-financial goals and financial goals for the coming two-year. () The core competence / sustainable competitive advantage of The Body Shop, it is the unique ability to achieve.

The second part is situation analysis industry analysis describes the cosmetic industry and the main competitor of The Body Shop---- Crabtree & Evelyn. Customer analysis does the segmentation using demographically, psychological as the bases, which is helpful in identifying and analyzing consumer behavior & characteristics.

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The third part is product-market focus describe product objective for The Body Shop and the target markets, points of difference, and positing of its lines of skin care products.

The next part is marketing program that is to use the marketing mix to solve problems of internal and external by The Body Shop, then accomplish administration in the future. (1) Product strategy Includes line extension and brand extensions, the first one is the company use a successful brand name to launch new or modified products in a new category. Moreover, product's quality is a common thing that should be done. () Price strategy Maintain current price strategy () Promotion strategy It concerns about four promotion mix (a) Advertising using different media to create more awareness in public; (b) Sales promotion Create benefit and reward to attract customers; (c) Public Relation Consider health as an important issue in the world society. (4) Distribution strategy expanding retail stores.

The last 4 parts are all about the marketing practice; they are financial data & projections, implementation plan, evaluation & control and appendices. In terms of basic marketing theory, we set the trend in sales revenue and display the charts. Moreover, according to The Body Shop marketing effort, a two-year financial projection is planned to evaluate the success and effective of sales improvement.

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