This is a business report about the Internal and external analysis of The Body Shops strategies in the cosmetics industry

Executive summary After carrying out an internal and external analysis of The Body Shop, it is evident to see that the Body Shop is currently the market leader in its positioning of the niche market, of uncommon skin product using natural ingredients. However, with the recent issues with its franchising stores in United Kingdom and in the United State of America, The Body Shop's position is under threat. The Pest analysis has indicated that the …

…past 5 the company have not had a positive net cash flow, although turnover as being quite steady. Ratio analysis shows that the company does not have any short-term liquidity problems, however due to large investment they may face long-term liquidity issues. The SWOT model summarises the key issues, which arose from the above analytical tools. This helped HAP to formulate a recommendation for The Body Shop, of further control of their stores and franchisees worldwide.