Anita Roddick The Body Shop Commerce Essay

Anita Roddick The Body Shop Commerce Essay Moore and Buttner defined female entrepreneurs as those who use their knowledge and resources to develop or create new business opportunities, who are actively involved in managing their businesses, and own at least 50 percent of the business have been in operation for longer than a year†. In this 21st century, women had a dramatically changing over the year and year. Women breakthrough from the traditional position that as an internal housewife to a working woman in several fields. Nowadays, more and more women try to get rid of work as an office woman and get fixed salary every month but they are tries to set up and develop their own business. Since women’s level of education has increasing compare to 20 century, they create their own business based on their high knowledge, skills and interest in several field. There Women not only successful in business field but also other field including political, medical, economic, cosmetic, IT technology, oil and gas, software, food and beverage and so on. This is because there is more support for women entrepreneurs than ever before. However, women entrepreneur are facing constraints and there are solutions for them to improve themselves. Successful Woman Entrepreneurs There are a lot of successful women entrepreneurs who start their business by themselves. They have their own strategies and uniqueness of their products and also management skills that enable their business went for globally. Anita Roddick- The Body Shop anita roddick.jpg body shop.jpg Anita Roddick the founder of The Body Shop. She was born in England in 1942 and married with Gordon Roddick in year 1970 and had 4 children. Anita Roddick started her business in year 1976 where her shop allocated at a back street in Brighton, England. Without much of financing, she only able decorated her shop with green garden lattice to cover the ugly unpainted walls. Anita Roddick got her inspire of her products is when she travel to around the world. Sh e saw local women of Tahiti use cocoa butter to plastering their body and women in Morocco washing hair in mud. After that, Anita Roddick tried to make her own products by using all natural raw materials from fruits and vegetables at home and sales her products in her first shop. She had packaging her products in very simple packaging and inexpensive price for all natural cosmetics and herbal creams and shampoos. She only sold 15 different cosmetic products in her first shop. The first strategy that used by Anita Roddick is differentiate her products with other cosmetic products where her products is all made from natural raw materials such as from fruits and vegetables. This is because of her awareness of most women fear of use artificial chemicals cosmetic products to put on their skin and hair. She had got natural raw materials most from Africa and these natural raw materials made her products unique compared to others. Through this, she built her product brand name which The Bod y Shop sales all natural cosmetic products. The second strategy used by Anita Roddick is CSR (Corporate Social Responsibility). According to ISO Strategic Advisory Group defined CSR as â€Å"is taken to mean a balanced approach for organizations to address economic, social and environmental issues in a way that aims to benefit people, communities and society†. Anita Roddick used CSR strategies as a way to make advertising indirectly to community. She joined Fair Trade Community where she got her natural raw materials from Africa and paid them in a fair price to help them have extra fund to build their facilities such as school and others. Furthermore, she also prevents to use animals tested for her products. Moreover, she join society communities to raise the concern about environmental friendly, protect animals and against animal testing and defend for human rights. Through CSR, she had successful to build good reputation for her shop.