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TABLE OF CONTENTS Executive Summary..................................................................................3 THE BODY SHOP Situational Analysis..................................................................................3 SWOT Analysis.......................................................................................7 Strengths...........................................................................................7 Weaknesses........................................................................................7 Opportunities......................................................................................8 Threats.............................................................................................8 Market Segmentation.................................................................................8 Positioning.............................................................................................9 Marketing Mix.......................................................................................12 Product...........................................................................................12 Promotion........................................................................................12 Price...............................................................................................13 Place..............................................................................................14 INTRODUCTION OF THE GREEN TEA LINE Objective.............................................................................................14 SWOT Analysis.....................................................................................14 Strengths..........................................................................................14 Weaknesses.......................................................................................15 Opportunities....................................................................................15 Threats............................................................................................15 Market Segmentation...............................................................................15 Positioning...........................................................................................17 Marketing Mix.......................................................................................17 Product...........................................................................................17 Promotion........................................................................................20 Price...............................................................................................21 Place..............................................................................................22 Customer Service and Relationships.............................................................23 Recommendations And Conclusions.............................................................24 APPENDIX 1- Survey..............................................................................25 APPENDIX 2- Survey Results....................................................................27 APPENDIX 3- Positioning Maps.................................................................28 Bibliography.........................................................................................30 Prominently renowned for developing a niche market sector for naturally-inspired skin and hair care products, The Body Shop has successfully created an image that is subtly distinct from its competitors in the cosmetic industry. The company vigorously has campaigned against human rights abuses, supported animal and environmental protection and has committed itself to challenge the stereotypes of beauty perpetuated by the cosmetics industry. During this process, The Body Shop has deservedly gained the support of a generation of consumers . To further extend our...

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