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The company did not manage to distinguish its competitive advantage. The Body Shop is not sufficiently differentiated from other cosmetics producers that also address the South Korean market.
It is also recommended that the company analyzes consumers' needs that have not yet been addressed by their competitors. Such situations present opportunities that can be exploited by the company in order to gain more customers.
Regarding the website strategy and its relation with the localization theory, it is recommended that the company's website is active enough in educating and informing consumers about the company's social values and campaigns. In addition to this, the website should provide significant information regarding future campaigns and their objectives.
Given the fact that consumer feedback is very important, the website should encourage discussions and postings regarding consumers' needs and other aspects that The Body Shop should address.
Conclusions
It is obvious that The Body Shop did not manage to differentiate itself enough from its competitors on the South Korean market. The company did create significant competitive advantage that could be exploited in order to generate increased incomes.
The online dimension of the company seems to discourage some of the customers. In comparison to other countries, the online strategy in South Korea requires that consumers must have membership accounts in order to purchase the company's products, in addition to other disadvantages.
The Body Shop did not develop a marketing strategy for the South Korean market. Instead, the...
As a consequence, The Body Shop did not differentiate itself from its competitors.
Reference list:
1. Multi-Channel Marketing. Making Bricks and Clicks Stick (2000). McKinsey Marketing Solutions. Retrieved December 7, 2009 from http://www.mckinsey.com/practices/retail/knowledge/articles/Multichannelmarketing.pdf.
2. Chaffey, D. (2009). Online revenue models and business models. Retrieved December 7, 2009 from http://www.davechaffey.com/Internet-Marketing/C2-Internet-micro-environment/Online-revenue-models.
3. Value Proposition (2009). Investopedia. Retrieved December 7, 2009 from http://www.investopedia.com/terms/v/valueproposition.asp.
4. Perner, L. (2009). Consumer Behavior: The Psychology of Marketing. University of Southern California. Retrieved December 7, 2009 from http://www.consumerpsychologist.com/.
5. Graham, F. & Isaac, A.G. (2009). The Beavioral Life-Cycle Theory of Consumer Behavior
6. Theory of Consumer Behavior (2005). McGraw -- Hill. Retrieved December 7, 2009 from http://www.cu.edu.tr/insanlar/nerk/Dersler/ECON203Pof/MicroPPT/Chap008.PPT#318,13,Slide 13.
7. Armstrong, S.J. (2004). Most Influential Theories in Consumer Behavior or Most Useful Findings? ELMAR. Retrieved December 7, 2009 from http://marketing.wharton.upenn.edu/people/faculty/armstrong/ELMAR/MostInfluentialTheoriesinConsumerBehaviorOr.pdf.
8. Values and campaigns (2009). The Body Shop. Retrieved December 7, 2009 from http://www.thebodyshop.com/_en/_ww/values-campaigns/index.aspx.
Reference list:
1. Multi-Channel Marketing. Making Bricks and Clicks Stick (2000). McKinsey Marketing Solutions. Retrieved December 7, 2009 from http://www.mckinsey.com/practices/retail/knowledge/articles/Multichannelmarketing.pdf.
2. Chaffey, D. (2009). Online revenue models and business models. Retrieved December 7, 2009 from http://www.davechaffey.com/Internet-Marketing/C2-Internet-micro-environment/Online-revenue-models.
3. Value Proposition (2009). Investopedia. Retrieved December 7, 2009 from http://www.investopedia.com/terms/v/valueproposition.asp.
4. Perner, L. (2009). Consumer Behavior: The Psychology of Marketing. University of Southern California. Retrieved December 7, 2009 from http://www.consumerpsychologist.com/.
6. Theory of Consumer Behavior (2005). McGraw -- Hill. Retrieved December 7, 2009 from http://www.cu.edu.tr/insanlar/nerk/Dersler/ECON203Pof/MicroPPT/Chap008.PPT#318,13,Slide 13.
7. Armstrong, S.J. (2004). Most Influential Theories in Consumer Behavior or Most Useful Findings? ELMAR. Retrieved December 7, 2009 from http://marketing.wharton.upenn.edu/people/faculty/armstrong/ELMAR/MostInfluentialTheoriesinConsumerBehaviorOr.pdf.
8. Values and campaigns (2009). The Body Shop. Retrieved December 7, 2009 from http://www.thebodyshop.com/_en/_ww/values-campaigns/index.aspx.
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