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A case signify that how a company has grabs opportunity areas of improvement and how its implement its strategy to success in business. ‡ Basic concept. ‡ Core competencies/ competitive advantage ‡ SWOT/ PESTLE Analysis

Headquarters

Venice Area, Italy

Industry Type Status Company Size 2006 Revenue Founded Website

Apparel & Fashion Public Company Operating 9,500 employees 1,911 mil [EUR] (8%) 1965 http://www.benetton.com

. ..To bring a sense of social responsibility to Benetton's $2 billion-a-year apparel line.

.Political ‡ Cemetery Conflict Economical ‡ neoconservative political philosophy ‡ new post-Fordist production techniques ‡ minimum state intervention  Social ‡ close relations with its local origins by culture activities and sports.

themegallery.Continue««  Technological ‡ commitment to innovation ‡ communication to IT ‡ research into new materials to integrated logistics  Legal ‡ Non related message  Environmental ‡ recycled packaging ‡ importance of environmentally responsible branding www.com .

Global network Technology Business process Reengineering Related Diversification Customization  Globalization .

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. Benetton is an international company with a global brand image Benetton retains classic designs and saves costs by avoiding too much variety There are strong contractual arrangements with key suppliers around the world.Color makes Benetton unique.

. ambience and price in every store. Purchasing is centralized and bulk.Sophisticated IT systems are utilized in both design and manufacture. layout. Benetton strictly controls the design.

Strength ‡Worldwide brand recognition ‡Successful business model ‡Successful track record of recent collections. its peers ‡Small size in several markets ‡Zara entering the Italian market in 2002 . pure retailers ‡Still limited role of retail in group¶s business model Threats ‡acquisitions in retail ‡Lower growth vs. ‡Efficient and fully industrialized production process Opportunities ‡Expansion in emerging Markets ‡Strong operating leverage ‡Benefits from USD weakness. ‡Delocalization of production for basic casual lines ‡Increased weighting of µflash¶ collections on total group sales ‡Weakness ‡Brand appeal has declined ‡No control of commercial Partners ‡Longer time-to-market vs.

Assembly line production ± The dyeing garments were manufactured by assembly form of production. This gave a cutting edge to Benetton Extensive use of IT sophistication ± The use of CAD/CAM in production The use of robots in the warehouse .

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. The blend of colors were the manifestation of their quality & impeccable variety.UNIQUE SELLING PROPOSITION(USP) Perfect use of patent rights & the classic designs gave them a unique place & enhanced their global image.

doing business in a conscious and responsible manner  Service minded: Customer oriented. Active and extrovert: Visible and active in the market and present in word and deed. .  Transparent: Open.  Guts: Always on the lookout for opportunities and having the guts to be a trendsetter. with focus on problem solving. honest and always clear in our communication.  Fair: A trustworthy and integer partner.

IN BOUND LOGISTIC OPERATIONS OUT ± BOUND LOGISTICS MARKETING & SALES SERVICES SUPPLIES RELATIONSHIP MANAGEMENT ASSEMBLY LINE PRODUCTION HELPS IN QUICK MANUFACTURING CENTRAL WAREHOUSING USING ROBORTS MASS ADVERTISING GOOD CUSTOMER SERVICE BY ITS FRANCHISEES & RETAILERS CONTRACTUAL AGREEMENTS IN PRODUCTION USE OF IT SOPHISTICATION GOOD STOCK MANAGEMENT & IN TIME STOCK AVAILABILITY CREATING BRAND EQUITY WITH PUBLICITY PROVIDE TRENDY & QUALITY PRODUCTS .

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information processing and product design . The company is able to achieve this value through innovation in production.Benetton's corporate and competitive strategy is designed to convert resource into customer value.

Its competitive and corporate strategy enables Benetton to overcome market restraints Benetton's competitive strategy enables it to manage the value-added network (links with manufacturers. suppliers and distributors) in an effective and integrate . retailers.

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Take a help of IT to maintain stock quickly.How it achieve competitive advantage? Dying assembled garments to response fashion change. Develop CAD and CAM technology. Innovative design and research regularly. Warehouse maintain by robots. Excellent Stock management to reduce cost. .

Unique Selling Proposition . Broad spectrum of color shades Centre message by advertisement throughout the world..Continue«.

com .LOGO www.themegallery.

Benetton works with 85 agents through worldwide. All manufactures and retailers directly have IT link with Benetton .Benetton use Exclusive distribution network and having no mediators. Directly one shipment to 6000 retailers in 83 countries.

Continue««. distribution. Joint venture with WIDE resultant reduce rationalization Work with more then 300 subcontractors sake of flexibility in technology. Centralized buying in bulk quantity in Australian with various partner . manufacturing.

Continue««.. vertical integration Strong partnership with racing car to create brand Image .

themegallery.com .LOGO www.

strong relationship with suppliers assembly line production with subcontract agreement USP .color blend high brand equity extensive use of IT sophistication .

it is a consequence of eccentric business strategy. .The success of Benetton is not a cake walk . innovative technology Uninterrupted research and integrated ideas. which the Benetton one the best company in world.

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