Assignment
In your role as Marketing Consultant to The Body Shop/L'Oreal, using relevant theories, you will
need to discuss the strategic implications for The Body Shop of becoming part of the L'Oreal group.
In light of this analysis, you will need to identify and evaluate the strategic options available to The
Body Shop in order to maintain current levels of customer loyalty and find new customers.
You are expected to research the cosmetics industry and in particular the competitors for The Body
Shop unique product offering and then present your findings and recommendations.
The key areas that you are required to address are identified in the Tasks listed below:
Task 1 15 Marks
Conduct desk-based research into your domestic market. You need to produce a short report on this
for this Task, which requires a demographic profile of your country (with charts, diagrams
wherever appropriate), i.e. overall size, gender and age profiles etc. with a brief analysis of the
marketing implications for The Body Shop in your country.
Task 2 15 Marks
Produce a further short report, which contains an analysis of the competitors for The Body Shop in
your country.
Task 3 20 Marks
a) Explain how the segmentation variables of socio-economic, socio-cultural and psychographic
can provide an insight into the marketing potential of The Body Shop in your country and briefly
discuss each one.
b) Following on from the Tasks above, explain which combination of marketing
communications/promotional tools would be most effective in your country for The Body Shop.
Marketing Management HW March 2007 04/09/06 Final cinch Education 2007
International Advanced Diploma in Business Marketing Management
Task 4 20 Marks
a) Explain what you consider to be The Body Shop Sups and which of these are most likely to
influence or persuade consumers in your country to try or buy the products.
b) Explain how the Body Shop should be competitively positioned in the marketplace.
Task 5 – 20 Marks
a) Would you consider retail outlets to be the most effective way to distribute the Body Shop
products in your country? Explain your answer.
b) Identify and explain whether there are any unique issues with respect to your country that could
enhance or constrain the success of a firm like The Body Shop, such as Politics or Economics.
Task 6 10 Marks
You must present your findings and recommendations into a single, word-processed report that is
suitably structured and contains the following:
‧ Title page
‧ Table of Contents
‧ Executive Summary
‧ Main Body of the Report
‧ References and Bibliography
‧ Appendices
Guidance
This assignment asks you to draw upon many of the concepts from the syllabus and whilst you are
not expected to repeat them, it should be clear from your answers to the Tasks which concepts,
theories, frameworks etc. are being addressed.
You may research using both on-line and desk-based resources but all will need to be referenced in
the report.
Marketing Management HW March 2007 04/09/06 Final cinch Education 2007
International Advanced Diploma in Business Marketing Management
Submission requirements
You must submit only ONE single word-processed report as required in Task 6.
The report must be approximately 6,000 words in length, not including those aspects identified in
Task 6.
Credit:ivythesis.typepad.com
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