Conceptualizing a Business

This paper will focus on the importance of a mission, vision and value statement regarding a successful business called The Body Shop. The Body Shop is the leader in the manufacturing of natural skincare products, hair care products, and cosmetics for men and women. This paper will focus on how the organization's values, social responsibility, and vision has enabled them to differentiate their products from their competitors, which is one of the many reasons this organization is a global success. Finally, this paper will examine how the organization addresses customer needs, and whether or not the organization has achieved an advantage over its competitors.

The Body Shop is a leader in manufacturing skin and hair care products, and cosmetics that are developed from natural ingredients and free from animal testing. The driving success behind this organization is their staunch beliefs, values, social responsibility, and their deep commitment to their mission statement. The Body Shop does not have a mission statement and a vision statement; instead, this organization has one statement that encompasses all, their mission, vision, and values. This statement describes their reason for being, identifies the organization's values, while stating their goals for the future. Unlike most organizations that incorporates three different statements into their corporate culture, The Body Shop has embraced one statement, and this statement has made them a global success.

The Body Shop started March 26, 1976, in England by Anita Roddick. Anita wanted to start a business that not only made a profit, but also she wanted to make a difference socially and environmentally. She believed that everything has its use; therefore, wastefulness was unacceptable, and living off the land was how society was meant to live. Anita spent time researching body and skincare rituals from various cultures around the world before deciding to open her first store. Her commitment to excellence started prior to opening her first store.

Mission Statement

The Body Shop's mission is to create a natural product that will enhance an individual's beauty, regardless of culture, or background and without false claims. This is why their products stand out among the industry leaders. Most skincare and cosmetics company's uses chemical, additives, and other ingredients to produce their products; they have done so for years. People bought these products because this was the norm (in addition, most of these companies did not cater to women of different ethnic or racial backgrounds until about 25 to 30 years ago). In most cases, these products were a detriment to skincare, and were averse to maintaining the health of one's skin. Before it became fashionable, The Body Shop developed a product that is free from chemicals and unnatural additives, for everyone regardless of race or culture. This is their niche, this is how they differentiated there products from their competitors. Not only did they develop a natural product, but also they made products for everyone. They successfully attracted two market groups, the consumer who prefers natural products, and the consumer who did not fit the racial or ethnic profile of the other cosmetics companies.

Vision Statement

"To courageously ensure that our business is ecologically sustainable, meeting the needs of the present without compromising the future (Roddick, 1992)." I believe this is a wonderful statement. Most organization's vision statements speak of global success, or being the leaders in their particular industry; however, this one does not. In this statement, Anita's vision of success is ensuring that she and her business remains true to her beliefs without any sacrifice to the environment, while maintaining any long term goals for her future endeavors. This speaks volumes about the person and the type of business she wanted to open. She did not place her success on monetary gain, nor did she say anything about becoming a domestic or global success. Anita simply wanted to own and operate her business, without losing sight of what was important to her. Vision statements are to inspire. Most organizations develop vision statements that are very eloquent and awe inspiring. Anita's statement is simple, and because of this simplicity, her vision is even more alluring.

Value Statement

There are several statements I can chose that describe Anita's values, but I believe this particular statement will give a better insight into Anita's values and belief system. "To passionately campaign for the protection of the environment and human and civil rights, and against animal testing within the cosmetics and toiletries industry (Roddick, 1992)." The Body Shop actively participates in campaigns against