本报告将为您提供的背景和证据，形成一个营销计划的美体小铺。在整个报告中，组织当前的营销环境将通过完成营销审计进行评估。它还将涵盖他们目前的定位和目标策略以及营销组合。美体小铺由英国女商人安妮塔·罗迪克于1976年创立，她信奉环保运动和人权。美体小铺是一家英国化妆品、皮肤护理和香水公司，生产和提供天然和公平贸易的美容产品。目前，该公司的产品种类超过1000种，包括护肤、护发、化妆和护肤产品。这些都有一个惊人的气味与无尽的选择和气味。美体小铺在英国及全球66个国家的3000多家加盟店销售他们的产品。此外，美体小铺出售他们的产品网上和通过子公司和美体小铺在家方案。安妮塔·罗迪克于2007年去世;在此之前，Body Shop在2006年至2017年间由法国化妆品公司欧莱雅(L’oreal)拥有，巴西化妆品公司Natura现在拥有该公司。营销环境代表了一个有时很难归类的框架。特定的营销环境是不断变化的，机构需要了解他们周围的世界正在发生什么。Jobber和Ellis-Chadwick (2013, p78)指出:“营销环境是由影响公司向客户提供产品和服务的能力的行动者和力量组成的。“首先，对于美体小铺来说，重要的是要在内部和外部对其营销环境进行同等的反思。两者往往被称为微观和宏观环境。这将帮助他们了解组织环境中的趋势并制定计划(R. Masterson & D. Pickton, 2014)。为了进一步支持他们的理解，可以使用分析，这些分析将在这份营销报告中共享。
This report will provide you with the background and evidence that forms a marketing plan for The Body Shop. Throughout the report the organisation’s current marketing environment will be assessed through completing a marketing audit. It will also cover their current positioning and targeting strategy and their marketing mix.The Body Shop founded in 1976 by Anita Roddick who was a British businesswoman, believed in environmental campaigns and human rights. The Body Shop is a British cosmetics skin care and perfume company which produces and offers natural and fair-trade beauty products. It currently has a product range of over 1,000 skincare, haircare, makeup and body products. These all have an amazing smell with endless options and scents. The Body Shop sells their products in over 3,000 stores located in the UK and internationally in 66 countries which are owned and franchised. Also, The Body Shop sells their products online and through the affiliates and The Body Shop at home programme. Anita Roddick died in 2007; Before that, The Body Shop was owned by French cosmetics company L’Oréal between 2006-2017, Brazilian cosmetics company Natura now owns the company.The marketing environment represents a framework which sometimes can be difficult to categorise. Specific marketing environments are constantly changing, and institutions need to be aware of what is going on in the word around them. Jobber and Ellis-Chadwick (2013, p78) state “the marketing environment consists of the actors and forces that affect a company’s capability to operate effectively in providing products and services to its customers.” Firstly, it is important for The Body Shop to reflect on its marketing environment equally internally and externally. Both is often known as their micro and macro environment. This will help them understand trends within their organisations environment and make plans (R. Masterson & D. Pickton 2014). To support their understanding further, analyses can be used which will be shared in this marketing report.