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LUSH SITUATION ANALYSIS (Customer Insight (Use market research reports via…
LUSH SITUATION ANALYSIS
Brand Perception
What does the brand stand for?
How do customers perceive the brand's values?
What is the brand story?
Intermediaries
Influencers
The Carbon Trust
Use Followerwonk to find influencers and more on Twitter
Trends in Macro Environment
Ethical living
Use market research reports via library - e.g. Euromonitor
Having to pay to play on social media
Internal Capabilities / Resources
Strong brand
Engaged users on social media
Customer Insight
Use market research reports via library - e.g. Euromonitor
Key traits of Gen Z - e.g. socially responsible
Profile: Authenticity, trust, carbon footprint, self-image, digitally savvy, etc.
Customer experience journey mapping
Buyer / customer persona
Competitors
The Body Shop
Competitors positioned in the same market