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Burts Bees

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Camille Avent

on 10 October 2012

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Transcript of Burts Bees

- Company History

- Case Issues

- Burt's Bees Mission, Vision, & Objectives

- S.W.O.T. Analysis

- Current Position in the Marketplace

- AGIL and Force Field Analysis

- MegaTrend

- Recommendations Works cited Force Field Analysis Challenge society to maintain integration requirements

- Capitalize as one of the first entrants into the natural product market

- Remain true to business model

- Latent Values
- Paves the way for other businesses to make better decisions in manufacturing their products. Latency Integration Common language of the company to society…

Mission belief statements
“… work is a creative, sustaining and fulfilling expression of the inner being.”
“… what is right is not always popular and what is popular is not always right”
“… no one can do everything but everyone can do something.”
“… the most complicated and difficult problems we face as a civilization have the simplest solutions.”
“… Mother Nature has the answers and She teaches by example.” Capability to set goals for the future of the business
Company - obtain 100% products acceptable to the Natural Products Association
Distribution - Retail vs. Manufacturing & Direct Seller Goal Attainment AGIL
Goal attainment
Latency/Pattern maintenance

Force Field Analysis
Decision for change and to increase the chance of success
Strengthen the forces supporting the change
Weaken the forces against the change Company Analysis/Business Opportunities Gathering resources and producing them for society

- Stated in the mission
Omits the use of petroleum and sodium laurel sulfate

- Burt’s Bees is a environmentally friendly company
"Setting the Natural Standard" Adaptation Developed by Kurt Lewin A Retail Experiment In 1999, the company continued to expand, and launched its first e-commerce website.

By 2007, company sales grossed over $250 million, and products were sold in almost 30,000 outlets.

In 2008, Burt’s Bees expanded internationally to the U.K., Australia and Japan. Developed a natural standard.

2009-Present: Burt’s Bees continued to grow, and launched its product line in Korea. Voted the second greenest U.S. brand. Burt’s Bees’ Past-Present Lip care
Skin care
Body washes, soaps, & scrubs
Shampoo, conditioners & hair treatments
Baby washes, soaps, & moisturizers
Throat drops
Outdoor skin protection Product Lines
“maximize your well-being and that of the world around you” Mission & Vision Should Burt’s Bees enter the retail market?

If not retail, then how could the company expand its product reach?

>> Direct selling
>> E-commerce
-Burt’s Bees online
-Retailer websites Case Issues: Started in 1984, in Maine, by Roxanne Quimby and Burt Shavitz.

In 1991, they were making half a million candles a year, and added natural soaps and perfumes to the product line.

In 1993-1994, Burt’s Bees expanded further and moved to NC.
- Decided to focus its entire product line on personal care, and opened its first retail store in 1994.

By 1998, annual sales reached over $8 million and the product line was being sold in over 4,000 retailers. Burt’s Bees’ Beginnings Burt's Bees culture of sustainability & ethical values
Consumers & companies have become more environmentally conscious
Ethical consciousness drives consumer buying habits
Green marketing & competitive advantage Megatrend:
Green Consumerism Over half of Burt’s Bees 150+ products are 100% natural
No artificial colors
Recycled and recyclable packaging
All fragrances, when used, are phthalate-free
No animal testing
Minimize environment impact
Reduce, reuse, recycle! Objectives MBA 759-1 ENTREPRENEURSHIP MANE MAN CONSULTING GROUP “We make people's lives better every day — naturally.” Burt's Bees specializes in making natural, Earth-friendly personal care products Dedication to ensuring “The Greater Good” To be discussed: Burt'sBees.com. Burt's Bees, 2012. Web. 23 Sept. 2012. <http://www.burtsbees.com/c/story/history/>.

Cohan, Peter S. E-Profit : High Payoff Strategies For Capturing The E-Commerce Edge. n.p.: AMACOM, 2000. eBook Collection (EBSCOhost). Web. 5 Oct. 2012.

"Force Field Analysis." MindTools.com. Mind Tools, 2012. Web. 1 Oct. 2012. <http://www.mindtools.com/pages/article/newTED_06.htm>.

Story, Louise. "Can Burt's Bees Turn Clorox Green?" The New York Times. The New York Times, 06 Jan. 2008. Web. 1 Oct. 2012. <http://www.nytimes.com/2008/01/06/business/06bees.html?pagewanted>.

Todd, Anne Marie. "The Aesthetic Turn In Green Marketing." Ethics & The Environment 9.2 (2004): 86-102. Environment Complete. Web. 23 Sept. 2012.
< http://ezproxy.philau.edu:2428/ehost/pdfviewer/pdfviewer?sid=5b7c587a-7f6>. Strengths: SWOT Threats Weaknesses Opportunities eCommerce Direct Seller www.BurtsBees.com

- Gives them access to the end-user

- New channels with other online retailers

- Customers gain more knowledge about the brand - Television distribution channels increase

- Increased control over merchandise and displays

- Create positive interaction with retailers that sell products
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