The goal of case analysis is to allow you to consolidate what you have learned in the class and from the book chapters and to apply the knowledge in a written analysis of a real-world case. This is an...

The goal of case analysis is to allow you to consolidate what you have learned in the class and from the book chapters and to apply the knowledge in a written analysis of a real-world case. This is an individual assessment. For this assessment, you should focus on the core issues underlying the case and illustrate the analysis with appropriate and relevant arguments, logic and theoretical frameworks to demonstrate your mastery and knowledge of the case subject matter and alignment with the chapter topics. Background research, analysing the case based on unit relevant topics, models and frameworks as well as strong arguments backed up by credible and relevant data and facts will be crucial in achieving a good mark. In constructing the case analysis, a report format is preferably advised over an essay format.
Case- “You Get Me : Personality and Self Concept in Consumer Behavior: The Case of Lush”
Review the case and based on your chapter learning and topics covered so far, answer the following questions.
Q1. Why do you think Lush has been able to be successful in catering to consumers' personalities? Explain with reference to the case and what has been covered in the unit. (approximately 300 words)
Q2. Is the Lush brand personality illustrated in the statement "We believe our products are good value, that we should make a profit and that the customer is always right" sustainable for Lush as they attempt to move forward in the slow growing cosmetics and toiletries manufacturing industry? As a marketing professional what would you recommend for them to do and why? (approximately 500 words)