But in order that our work has added value, we decided to move towards products not tested on animals, because it is a subject close to our heart at all and it seems important to educate people about . Thus by taking and presenting to other students during the oral we will be affected other young women and men. We will focus on the company LUSH for this work. We will present his identity in the first chapter, we situate its market through its environment in Chapter Two. In the third chapter we discuss the SWOT analysis of the company and we try to determine its operation. And finally, we will discuss the different functions within the company in chapter four. We conducted this work with the particular help of an interview with the deputy manager of the LUSH store in Brussels, documents that we have received by email during our initial contact with the responsible press LUSH but information found on the internet, on the site of LUSH or another. IDENTITY OF THE COMPANY Creators and historical abroad Lush was born in Poole, in southern England, in 1995. This is a team of five experts in natural cosmetics, all united by the same vegetarian convictions, who founded the brand. Originally the project: Mark Constantine, Chairman LUSH recently. The "creed" LUSH is the use of ingredients with fresh fruits, vegetarian or vegan, and the most emphatic rejection of any form of animal testing. Trichologue1 Initially, he began as a freelancer in the development of shampoo and conditioners containing plants. He worked in collaboration with "The Body Shop" for fifteen years. He then created "Cosmetics To Go" operation of mail which was a success at launch, but that did not last, and the company collapses. Always supported by his team, they decided to develop new formulations that boost the effectiveness of products manufactured exclusively from the freshest ingredients, vegan and vegetarian (egg products) ... Clients (DAS) LUSH is not specific to a particular target. In fact, they are designed as well as adolescents, older women and men as well as entire families. It is certain that men are not all the same vision LUSH than women, and they will not get them in the same store, it is clearly female. Nevertheless, the men accompany their wives and buy anyway. They return only then. They do not feel affected by LUSH but is better off going there because LUSH has a range of products specifically male. Trichology: is a science that can identify and treat conditions mediated by the hair. Trichology is practiced all humans on the animaux.Ces care Trichology are usually given by a / a trichologist (eg Canada) or trichologist (eg in France). There are different software used by the Trichology brand products to implement care. One of them is called TrichoAGcenterTM increasingly used in Canada. They want everyone to take as personal philosophy is: use totally organic and non-treated animal products. 1.2.1 Type of goods (DAS) . In English, "Lush" means "lush, juicy and tasty," as are the signs of the brand and especially their products (more than 200). LUSH is also known for its original presentation of products and a range of cosmetics quite innovative and unique, such as Ballistics, massage bars and solid shampoos. LUSH sells exclusively cosmetics and a wide range of products 2. Example: cosmetic for the bath, the shower, soaps to cutting the hair, face and body care and fragrances. 1.2.2 Industry LUSH is positioned on the cosmetic market and welfare. In addition to being a cosmetic LUSH products have real effects caregivers and brand emphasizes well on it. This is almost a key word for them, make it look good, feel good while having a positive effect on the body and a healing effect. In this line of thought begins to open LUSH SPALUSH playing as synesthesia, that is to say the fact to all the senses to develop his body. There is only one SPALUSH open in Europe and is situated in England. LUSH and trying to expand its portfolio of activities. It is only in draft form for the moment where the fact that we did not do any more hints than that in our work 1.2.3 Economic Sector is part of two economic sectors: The secondary and tertiary. Secondary because there are processing raw materials when creating LUSH cosmetics. And tertiary because there are sales service to consumers in LUSH stores across the world. 1.3 Where? We decided to concentrate on the Lush store in Brussels. The store is located at 38 Rue des fripiers near Rue Neuve . 1.4 When? LUSH arrived in Belgium five years ago are installing first store in Cork (27-29 rue Pont d'Ile, 4000). Then the second LUSH store opened in 2008 in Antwerp (2 Keyserlei, 2000). And finally in Brussels on 22 but 2009. So there are three stores in Belgium. The Belgian plant is located in the accounting of the company Hovereide (which is legal in legal terms for a small business). Both stores are in the French speaking part of Belgium depends on France, and the store in Antwerp in Holland. For stores of both communities salaries come from Holland. To supply everything comes from England. Communication is managed by France and administrative is Hovereide Belgium. Worldwide, there are more than 600 stores in 43 different countries (including Australia, Japan, USA, Canada ...) 1.5 Why? 1.5.1 Mission of the company LUSH makes effective cosmetics, and fresh fruit and vegetables, essential oils of the highest quality and synthetics without dangersLUSH believes it is possible to dispense with the use of materials of animal origin and work only with suppliers who test their ingredients on human volunteers. They make their products by hand, print their paper labels and invent their . 1.5.2 The objectives of the company's products must offer good value for money. LUSH wants to differentiate itself from its competitors by the values of the company and the fact that customers are knowledgeable about their products, their sources and their benefits. LUSH wants to be known for the quality of its products and the fun side of them without using traditional advertising. The company wants to expand its presence in different territories3. 1.5.3 The strategy of the company's communication strategy LUSH is that word of mouth. This may seem totally off base in a time like this, but this is again part of their philosophy. In order to LUSH, that paying people to do their advertising is totally at odds with their ecological principles. Indeed, first of all at the paper advertising, if the company did, the media would not necessarily 100% recycled paper for example. But mostly LUSH not advertise because it prefers to put this money into their products and research to always give quality to the consumer. The company is aware that by the choice of advertising by word of mouth, the reputation of the business will grow much more slowly than if they did. But that does not bother them. To make themselves known, so LUSH uses four communication through public relations by partnering with events affecting the nature, save the planet or ecology. In addition, LUSH made about her through her production hall which is very environmentally friendly and has already received awards in the field (including their system of energy production through solar energy) . The business strategy is to make quality products, which, despite their costs can suit any person. For this, the brand has different packaging according to different budgets (small youth and larger for those who work). 1.6.1 Size LUSH is a company of only 15 years, which because of its communication strategy, is still not very popular among business (compared to "The Body Shop" or " Yves Rocher ") LUSH is all about its sales force and is central to its business. When recruiting, LUSH looking for the right person and the right personality that fits his image. Young, smiling, friendly, good-humored, the guests and especially able to clearly explain the use of branded products for each product for a particular purpose as all products and some have no explanatory packaging such as soaps or cutting ballistics. 1.6.2. It will be mostly shopping streets where there are lots of way. This is why LUSH has been slow to open in Brussels, they were waiting for the right place is available. Eg street fripiers Brussels LUSH had to wait a goodwill is released in order to establish his shop. 1.6.3 Legal form Lush is an LLC (limited liability company) with a share capital of € 3000. In Belgium the legal form is called NV. 1.6.4 Methods 1.6.4.1 Organizational stores in Belgium, the staff is never greater than five. Knowing that there are only two who work days. Eg LUSH Brussels there are 3 full time and 2 part-time. The shops consist of manager, manager and adjoins three sellers Relations between the different agents within LUSH shops. 1.6.4.2 Harmonization of stores in all LUSH stores there are the interests of harmonization. If you go into any LUSH store, you will not be out of place. However, this harmonization depends on the country and the age of the stores. The furniture is made according to the stores, and they are made by German craftsmen. If boutique5 is older she will be an older and therefore different furniture stores recent but still in the same style furniture. The store in Brussels has the most recent concept.