Η SWOT Analysis ως εργαλείο απόκτησης ανταγωνιστικού πλεονεκτήματος. Case study : The Body Shop

Βελαώρα, Αλίκη

Master Thesis

Author

Βελαώρα, Αλίκη

Date

2026-07

Abstract

This thesis examines SWOT Analysis as a strategic management tool and explores its contribution to the creation and preservation of competitive advantage. The study focuses on The Body Shop, an international cosmetics company with a strong historical identity, a social mission and a long-standing association with sustainability, ethical branding and corporate social responsibility. The main purpose of the thesis is to demonstrate that SWOT Analysis should not be treated merely as a descriptive or diagnostic framework, but as a dynamic mechanism of strategic synthesis, capable of linking a firm’s internal resources and capabilities with the opportunities and threats emerging from its external environment. The research follows a qualitative case study approach, supported by an extensive literature review and secondary data analysis. In order to provide a comprehensive strategic assessment, the study combines SWOT Analysis with complementary tools, including PESTEL Analysis, Porter’s Five Forces and the VRIO Framework. Through the examination of the global cosmetics industry and the strategic position of The Body Shop, the thesis identifies the main factors affecting the company’s competitiveness. The findings show that The Body Shop benefits from strong brand equity, value-based authenticity, a sustainability oriented culture and a network of ethical suppliers. However, the company also faces important challenges, including declining profitability, pressure from digitally advanced competitors, ownership changes and the need for faster technological transformation. The analysis concludes that SWOT can operate as a practical tool for strategic renewal when it is applied systematically and supported by reliable data. For The Body Shop, the key strategic priorities include strengthening its digital presence, improving ESG transparency, investing in innovation, enhancing customer experience and reinforcing the authenticity of its ethical brand identity. Overall, the thesis confirms that SWOT Analysis remains a flexible and useful tool for strategic decision-making in highly competitive and sustainability-driven markets today worldwide globally.

Postgraduate Studies Programme

Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων (ΜΒΑ)

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

Number of pages

155

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/19610

Collections

Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα