BUS7B27 Implementing Strategy Assignment Sample
Introduction
- This current analysis seeks to highlight certain key areas that are going to play some major influential roles in reducing plastic pollution.
- Plastics that are generated by various organisations associated with the manufacturing industry mostly tend to stay unrecycled.
There are also some wastages of a little amount that are generated by incinerators and landfills. The current analysis seeks to create a strategy that is going to reduce the plastic usage of Lush brand to a considerable extent.
Company Overview
- Lush cosmetics is a hugely renowned brand in the U.K, U.S.A and North american countries in terms of their focus upon sustainable manufacturing (lush.com, 2021)
- This brand has come up with products that combine both beauty and sustainability. Lush is hugely concerned about delivering quality products that are handmade.
- This organisation ensures that even the sources of various products that are used in manufacturing are ethically sourced.
All the products manufactured by this organization are cruelty free and without harmful chemicals. Lush has thus created a kind of cosmetic revolution to save the planet. Lush considers research as a key ingredient to ensure minimum wastage and delivery of best products for consumers. 67% of the ingredients that are used in the manufacturing process are directly sourced to ensure ethical sourcing.
Most of the products that are produced by this organisation do not come in plastic containers. But there are still some bottles like those that are used for packaging lotions,shampoos and other such items that come in plastic containers. Lush is currently looking forward to finding well researched options to reduce this plastics usage to the minimum.
Current strategic statements
1. Mission
- Lush has created a revolution in the field of beauty products.
- This company primarily looks to produce products from fresh fruits, vegetables and essential oils.
It also pledges to make products that have the usage of good quality synthetic materials and ethically sourced products. The mission is primarily to combine the three key ingredients of quality, sustainability and value for the customers.
2. Vision
- The vision of this organisation is to deliver some of the freshest products on the planet.
3. Objectives
- Delivering of freshest and handmade beauty care products.
- Create products that suit the needs of diverse customers.
Leave the smallest possible carbon footprint through ethical sourcing.
Environmental analysis
1. SWOT analysis
| SWOT ANALYSIS | |
| Strength
● Major area of strength for Lush lies in its sustainable approach. ● Numerous ethical sourcing channels spread all over the world tends to give this organisation competitive advantage. |
Weakness
● As per the opinion of Bai et al.(2019), Lush has remained confined to European and American markets for quite a long time. It is high time that it needs to expand into other markets before the opportunity is seized by anyone else. ● Lush tends to focus more on the bathing range. So delivering more products from other ranges as well is going to help this company earn even more revenues. |
| Opportunities
● According to the opinion of Shad et al. (2019), this brand can develop itself more expanding itself to the markets of asian and african countries as well ● As Lush believes in constant research so there is a huge possibility to bring out a huge variety of products. |
Threats
● This company needs to tap into various untapped areas in terms of other regions as well as customers (Silva and Figueiredo, 2017). This being not done in time can make this opportunity go to someone else. |
Table 1: SWOT Analysis
(Source: Created by Researcher)
The above SWOT analysis tends to understand some of the major key areas associated with the brand called Lush cosmetics. As per the analysis it can be said that Lush has shown remarkable progress in terms of meeting its objectives by delivering good quality and ethically sourced products to the customers. But there remains a huge gap in terms of expansion strategies on the part of this organisation. This has happened because Lush has left behind a lot of areas of Asia and other such countries where there is a huge potential. Besides not expanding to different and diverse product rangers is also generating opportunity cost.
2. PESTLE analysis
| PESTLE ANALYSIS | |
| Political | The political scenarios these days is such that there is certain importance upon sustainability in governmental policies through introduction of Corporate Social Responsibility(C.S.R)
|
| Environmental | The rising concern for reducing global warming has impacted on a sustainable approach. (Rodríguez-Olalla and Avilés-Palacios, 2017).
|
| Social | The customer base needs to be expanded with more diversification. |
| Technological | Technological development needs to be more advanced. |
| Legal | Lush maintains quite a complimentary legal scenario (Sarkis and Zhu, 2018). |
| Environmental | This brand is environmentally friendly because of its sustainable approach. |
Table 2: PESTLE Analysis
(Source: Created by Researcher)
It can be seen from the above analysis that Lush is in compliance with legal and environmental scenarios of various countries. But it needs to tap more into technological and diversification areas as well.
Findings of Environmental analysis
Findings
- According to the opinion Grainger-Brown and Malekpour (2019), of general understanding of the environment is required to draw up a proper plan that is going to be helpful to mitigate the crisis of plastic pollution.
- As seen from the above scenario it is quite clear that Lush Cosmetics have already established themselves in a positive light in the world market.
The current focus has to be given to improve even more from the technological scenario to mitigate some of the environmental challenges. This can be ensured by creating a strategic plan to properly use most of the waste that is generated.
Suggestion
- Lush uses Polyethylene Terephthalate (PET) bottles for those products that come in these containers that need to be recycled at places near manufacturing units to reduce the carbon footprint.
- According to the opinion of Panda et al.(2019), there can be creation of certain attractive products that can come up from these wastages as well.
- This is going to serve the dual purpose of diversification as well as environmental protection.
Lush cosmetics need to focus more upon developing a certain range of products that flows from the personal care range to that of other fields that are associated with beauty. Lush can even bring up a diverse range of customised bottles and other such gifting items that can be solely sold. These products can contain important messages and various other kinds of attractive colours and quotations to make them seem attractive for the customers. This reduces the necessity of constant recycling. In this case even after a proper cleaning and decoration these products can bring our a lot of revenue for the brand.
Conclusion
- From the above discussion it can be concluded that lush cosmetics have created quite a positive hold in the brand market.
- But the current situation calls for a study to reduce the wastage that is created by the constant usage of plastics. Though Lush tends to use plastic to the lowest amount possible, there are some items where usage of plastics is quite a necessity.
In this scenario thus it becomes a necessity to implement various innovative skills to sort out this problem. This can be done by implementing a number of innovative methods like generation of new creative products as well as integrating recycling sites near manufacturing districts to ensure quick access.
References
Bai, C., Kusi-Sarpong, S., Badri Ahmadi, H. and Sarkis, J., 2019. Social sustainable supplier evaluation and selection: a group decision-support approach. International Journal of Production Research, 57(22), pp.7046-7067. Available at: https://www.tandfonline.com/doi/abs/10.1080/00207543.2019.1574042
Grainger-Brown, J. and Malekpour, S., 2019. Implementing the sustainable development goals: A review of strategic tools and frameworks available to organisations. Sustainability, 11(5), p.1381. Available at: https://www.mdpi.com/422782
lush.com, 2021, Search and Shop. Available at: https://www.lush.com/uk/en [Accessed on: 26th October, 2021]
Meza-Ruiz, I.D., Rocha-Lona, L., del Rocío Soto-Flores, M., Garza-Reyes, J.A., Kumar, V. and Lopez-Torres, G.C., 2017. Measuring business sustainability maturity-levels and best practices. Procedia Manufacturing, 11, pp.751-759. Available at: https://www.sciencedirect.com/science/article/pii/S2351978917303840
Panda, T.K., Kumar, A., Jakhar, S., Luthra, S., Garza-Reyes, J.A., Kazancoglu, I. and Nayak, S.S., 2020. Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism. Journal of Cleaner production, 243, p.118575. Available at: https://www.sciencedirect.com/science/article/pii/S0959652619334456
Rodríguez-Olalla, A. and Avilés-Palacios, C., 2017. Integrating sustainability in organisations: an activity-based sustainability model. Sustainability, 9(6), p.1072. Available at: https://www.mdpi.com/204020
Sarkis, J. and Zhu, Q., 2018. Environmental sustainability and production: taking the road less travelled. International Journal of Production Research, 56(1-2), pp.743-759. Available at: https://www.tandfonline.com/doi/abs/10.1080/00207543.2017.1365182
Shad, M.K., Lai, F.W., Fatt, C.L., Klemeš, J.J. and Bokhari, A., 2019. Integrating sustainability reporting into enterprise risk management and its relationship with business performance: A conceptual framework. Journal of Cleaner production, 208, pp.415-425. Available at: https://www.sciencedirect.com/science/article/pii/S0959652618331366
Silva, M.E. and Figueiredo, M.D., 2017. Sustainability as practice: Reflections on the creation of an institutional logic. Sustainability, 9(10), p.1839. Available at: https://www.mdpi.com/229646
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