May – step 2 The public (Twitter Image) supports out thesis that The Body Shop faces a credibility and value issue – however visibility is not an issue.
David– step 3
Kat – step 5
Nat step 6
David – step 7a
Nat– step 7b
Nat– step 7c :both corporate news and product news
S W O T Strong (CSR) brand identity Extensive CSR program Firstmover brand advantage Able to draw from L’Oreal economies of scale and experience curve Own retail network Owned by L’Oreal and is thereby connected to their none-ethical image High seasonality in sales (Christmas) Increasing doubt and mistrust about CSR Increasing preference for ecological and ethical products Growing men’s cosmetic market Economic recovery in sight Credibility issue