Course Title/ Code:

LOGISTIC AND SUPPLY CHAIN MANAGEMENT

UFA 2002
Title:
INDIVIDUAL
Date:
13 JULY 2021
Lecturer:
MOHD FAHRUGHAZI MAT JUSOH
Name of student:

Name Matrix No.

NORHANINA BINTI ROHAIZAT UFA180197

 
Questions:

1. Brief your understanding about Benetton Supply Chain operations.

Benetton supply chain operations is the largest garment retailers in Italy. The
company provides logistics, production and sales to the Benetton Group.
They are responsible for the entire supply chain of the company located at the
company’s headquarters in Italy. Benetton’s supply chain is broken down into
four main areas that include sourcing, production, distribution and sales. The
service creates a platform for business opportunities by providing strategic
partnerships with retailers around the world. Part of the reason for its success
has been the way it has organized both the supply side and the demand side
of its supply chain.

2. How does Benetton deals with negative effect of bullwhip?

Benetton deals with negative effect of bullwhip with communication clearly

down the supply chain. Make sure everyone knows what the final customer
needs and companies in each tier. After that, reduce order sizes and order
more frequently. Cutting delivery time and avoid bottlenecks by keeping extra
spares of critical parts and reducing order time. Then, improve your forecast
and upgrading your software and evaluate the right one for company and
market. Lastly, use standard low prices instead of sales to increase quality
requirement.

3. What are steps taken by Benetton which provide competitive advantage

over their competitors?

The competitive advantage for Benetton lies in its ability to integrate the
components of its value chain effectively. It has successfully designed a
customer-oriented manufacturing process, one which is flexible and
responsive to customer demand. The have five main sources of competitive
advantage is supply chain, sourcing and manufacturing, product positioning,
customers focus and retailing.