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...
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