Page 122 - DMGT553_RETAIL_STORE_MANAGEMENT

Unit 7: Store Audit

Notes

Case Study The Body Shop Approach to Stakeholder
Auditing

Introduction
This case study focuses on how The Body Shop assesses its own business performance
whilst taking into account its different stakeholder groups and their various aims and
objectives.
In 1976, Anita Roddick opened the first The Body Shop in Brighton, selling 25 naturally-
based skin and hair care products. The Body Shop International Plc now has over
1,500 stores in 47 countries selling over 400 different products. The Body Shop story,
however, is not just of a highly successful market-oriented manufacturer and retailer of
toiletries and cosmetics. Like its founder, the whole organisation is committed to issues
such as respect for human rights, animal and environmental protection. The organisation
has arranged and supported national and international campaigns on animal testing in
the cosmetic industry, women’s rights, anti-nuclear testing and coordinated an
international protest at the sentencing and execution of environmental activist Ken Saro-
Wiwa and other leaders in Nigeria who were fighting to protect their community from
multi-national oil companies. All business organisations need to make a profit to survive
but the emphasis at The Body Shop is on profit with a wider social responsibility i.e.
‘profit with principles.’

The Body Shop Mission Statement
To dedicate our business to the pursuit of social and environmental change.

To creatively balance the financial and human needs of our stakeholders employees,
franchisees, customers, suppliers and shareholders.
To courageously ensure that our business is ecologically sustainable, meeting the
needs of the present without compromising the future.

To meaningfully contribute to local, national and international communities in
which we trade, by adopting a code of conduct which ensures care, honesty, fairness
and respect.
To passionately campaign for the protection of the environment, human and civil
rights and against animal testing within the cosmetics and toiletries industry.
To tirelessly work to narrow the gap between principle and practice, whilst making
fun, passion and care part of our daily lives.

Underpinning the Mission Statement is a Trading Charter which addresses the three
principal ethical concerns of The Body Shop.
The Body Shop Trading Charter

We aim to achieve commercial success by meeting our customers’ needs through the
provision of high quality, good value products with exceptional service and relevant
information which enables customers to make informed and responsible choices. Our
trading relationships of every kind with customers, franchisees and suppliers will be
commercially viable, mutually beneficial and based on trust and respect.
Contd....

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