1. Analyse the motivation of the company for international expansion.
As we know, the Body Shop open its first shop in United States,Its expansion since that time has extraordinary. In 1991 The Body Shop opened its 600th store and latter that year 700th store .By 1999 it had over 1200stores in 46 countries . Its distribution spread in America, Asia ,European and Africa . The expansion strategy of The Body Shop is mainly by retail strategy ,franchising and chain store development (Marc Dcpuis,John A.Dawson,2000). These strategy has accomplished much .And what is the motivation behind the strategy of the Body Shop that make it form a small shop to an international enterprise?
In every company there will be a variety of mission which prescribe the organisation's intentions and motivation of developing and expanding .
From the beginning ,the company paid attention to being socially responsible and much of its expansion are effected by this mission . The group has dedicated itself to revolutionary company America by prompting socially progressive policies.Abtica Roddick has implemented a number of reformative measures ,such as the development of educational programs on social issues including aging ,drugs and urban survival (Sterinberg.1988) and in 1994 ,the company sold 3.4 million shares to organizations that support child abuse prevention ,women's issues and an art museum.(GG) .
As we know, The Body Shop has divided into four geographic regions ; (1) North Am英语论文网 【http://www.51lunwen.org】erica,which includes Canada ,the Dominican Republic ,Puerro Rico and the United America (2) Latin America, which includes Brazil ,Mexico ,Argentina (3) the Pacific ,which includes the Philippines ,Thailand ,Japan ,New Zealand ,Australia and Hong Kong (4) Europe ,which comprises the UK ,Central Europe and Russia .(Liz pearks ,2005)
In the whole , the reasons for the company 's expansion in the particular regions and countries are as follows : Firstly , when the products develop to a certain stage and the domestic market can't meet the company's demand for chasing profits .So they turn to the international market. This is a method to map out the long term future of the company's business on a global level ." We entered new markets ,we added new products ,and we developing nations grow to 27percent of sales volume " noted Anita . Secondly ,the expansion in other countries can save the costs and avoid trade barrier .
As to The Body Shop and the particular region it expand , the motivation is also related to the company's mission and objective Taking the Latin America for example , the marker of which is chiefly developing and emerging and the retail infrastructure is undeveloped ,especially in the in interiors of those countries . Yet The Body Shop set up shop in these place ,by providing consumers with an opportunity to buy a wide range of quality products at a acceptable prices . In some developing markets , in which access to quality goods is particularly prized ,The Body Sh
本文来自：英语论文网 【http://www.51lunwen.org】 |
论文编号：
org200806090924561184 
