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However, The Body Shop has since been exposed to negative press surrounding the controversial business ethics on which this ?green' company is based. Therefore it was interesting to analyse the effects the external environment has on The Body Shop and how the company and the owner, Anita Roddick, respond to and deal with these pressures.
Our project finds that political, economical, competitive, ecological and socio-cultural analysis can be used to analyse these external pressures. We did not include technological analysis in our study as it was very difficult to access this information. However, to carry out a more in depth analysis we also used SWOT analysis, which is a measure of the strengths, weaknesses, opportunities and threats of the business, in order to see how the external pressures influence the business and how they can react to them...
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