Body Shop Case Study

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SUMMARY The body shop international is a global manufacturer and retailer of naturally inspired, ethically produced beauty and cosmetics products. Dame Anita Roddick opened the very first the body shop® store in 1976 in Brighton, on the south coast of England. In the late 1990s, The Body Shop International PLC, ran aground. Although the firm had an annual revenue growth rate of 20% in the early to middle 1990s, by the late 1990s, revenue growth slowed to around 8%. PROBLEMS 1. New retailers of the naturally based skin-and hair-care products entered the market, bringing intense competition for The Body Shop. 2. The Body Shop failed to maintain its brand image by becoming something of a mass-market line as it expanded into ‘almost every mall in America, as well as virtually every corner on Britain’s shopping streets’. 3. After Anna Roddick stepped down as chief executive officer (CEO) in 1998, Patrick Gournay came on board as CEO by which problems persisted despite the management change which was during the fiscal year in 2001, the revenue grew 13% but the pretax profit declined 21%. OBJECTIVES Patrick Gournay implemented new strategy to improve results which are : 1. To enhance The Body Shop Brand through a focused product strategy and increased investment in stores. 2. To achieve operational efficiencies in the supply chain by reducing product and inventory costs. 3. To reinforce the stakeholder culture. TYPES OF FINANCIAL FORECASTING 1. T-Account Forecasting : Used to estimate shareholder’s equity and fixed assets. 2. Percentage-of-Sales Forecasting : Used to estimate income statements, current assets and current liabilities, because these latter items may credibly vary with sales. Other items will vary as a percentage of accounts other than sales.

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