Abstract
The article delves into the competitive strategy of The Body Shop International plc through the Positioning School. The Porter's Five Forces are applied to profile the company's environment. Before exploring the definition, function and application of this tool, the article pinpoints the Body Shop's strategic advantages by drawing on fundamental strategies from competitive advantage theory. The analysis outlines the company's unique positioning in the industry and how it has leveraged its strengths to thrive in a competitive market.
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