Benetton Case Study

Great Essays
Register to read the introduction… Sales, which included T-shirts and denim jeans, reached $78 million, 98 percent of which came from the domestic market. With 1,000 stores in Italy alone, Benetton realized that the home market was saturated, and launched a major export campaign. Benetton targeted the rest of Europe and made plans to enter U.S. and Japanese markets. In 1979 the first store was opened in North America. By 1981, Benetton, operating under the name Invep S.p.A., had become the world leader in the field of knitwear, generating three times the sales volume of the next largest manufacturer. By 1982, with 1,900 shops in Europe (1,165 of which were in Italy), Benetton was opening stores at the rate of one each working day. To handle its expansion, Benetton invested in distribution and marketing operations, building a $30 million computerized state-of-the-art warehouse, which made it possible for a staff of seven to handle more than 30,000 incoming and outgoing boxes in a 16-hour work day in …show more content…
Examples include a 1995 campaign aimed at generating AIDS awareness in India. Support for War Child, a charity that helps children in war zones around the world, has also been praised. Autographed Toscani posters were offered to visitors at a clothes show event in exchange for donations to War Child. The Food and Agricultural Organization (FAO) of the United Nations invited Benetton to create a communications campaign for the first world food summit held in Rome.
Benetton's use of information technology facilitates the management of the global business from Ponzano Veneto. Students from around the world study at Fabrica, Benetton's arts and communications research center near Treviso, learning communications in all its forms and using the new technologies that will take them, and Benetton, forward into the future.
Further
…show more content…
In a slick move, Benetton purchased a majorty stake in its sibling, Sportsystem, effectively segueing into the sporting goods and activewear industry, then introduced and stocked a chain of sporty stores called Playlife. To bolster its U.S. presence, the firm formed a joint venture with Sears (Benetton USA) and saw that alliance collapse after another provocative ad campaign ("We, on Death Row") enraged everyone from consumers to politicians in

Related Documents

  • Improved Essays

    However, the total storage is more than 300.000m2 and employs over 2000 full-time employees. (Notclichs, 2016) “A yearly turnover is circa €200 million with distribution of 300 million pieces of clothing per year through mainly two company divisions: Transport (both b2b and b2c) and Logistics (warehouse storage and services with added value)”. According to press release that was published in 2016, “the organization is highly technologically developed, flexible and customer oriented”. (Notclichs,…

    • 953 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    By the mid-1990s the company opened its first store in China, revenue then skyrocketed to reach $100 billion dollars in sales per year (Our History, n.d.). The late 1990s and 2000s was a remarkable time for the company. The company expanded its business to the United Kingdom, Japan, and India (Our History, n.d.). Walmart.com was launched, and the company exceeded the $400 billion annual sales mark for the first time (Our History, n.d.). By 2011, the company teamed up with companies in South Africa which sent the organization well past 10,000 retail elements all over the world (Our History, n.d.).…

    • 1000 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    By the late 1980’s Walmart had their company operations linked through voice, data and video communications. This was the largest private communication system in the United States at that time. They also opened up the very first Supercenter that included a supermarket along with their standard merchandise in Washington, Missouri. Walmart again expanded on their stores by adding: twenty-four hour shopping, groceries, banking, gas stations at some locations, and McDonald’s fast food, which then changed to…

    • 715 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    HGMS Case Study

    • 712 Words
    • 3 Pages

    A home branch will be allocated to you in Bradford, where you will be working within a specified radius. You will be expected to travel to the premises of our clients, which are limited to at most 30 miles from the local branch. There is always a possibility of flow of work due to th many branches that our client’s brands have in Bradford. What does the job entails? With 1000+ branches all over the country, our client is the largest building materials merchant in the United Kingdom.…

    • 712 Words
    • 3 Pages
    Improved Essays
  • Superior Essays

    Wal-Mart Case Analysis

    • 1145 Words
    • 5 Pages

    Wal-Mart expanded rapidly throughout the 1970’s, acquiring other companies, building new locations and expanding internal department offerings to include jewelry, pharmaceuticals and automotive services. In 1975, Walton introduced the Wal-Mart Cheer after being inspired by a visit to a South Korean factory. By 1979, Wal-Mart has quietly grown to 276 stores, 21,000 employees and $1 billion in sales, the quickest company in history to reach this milestone. Wal-Mart began the 1980’s with stock splits in 1980 and 1982, continuing to grow. In 1983, Wal-Mart began operating Sam’s Wholesale Club, targeting small businesses.…

    • 1145 Words
    • 5 Pages
    Superior Essays
  • Great Essays

    Nike Sweatshops Case Study

    • 1206 Words
    • 5 Pages

    in 1978 chaired by Phillip Knight, and eventually Nike outdid its major competitors (Adidas in 1980s and Reebok in 1990s) and became the largest athletic footwear supplier by a long shot ((Locke & Siteman, 2002) .Around the 1970s the American footwear industry became huge. “The demand for athletic footwear grew dramatically through the 1980s and 1990s, and thus began the wave of subcontracting, almost all of it in Asia “(Donaghu & Barff, 1990).” Nike’s entire manufacturing and production facilities have been, and still are subcontracted to Asian factories (Donaghu & Barff, 1990) .Nike’s process of subcontracting began in Japan, and then moved to South Korea and Taiwan in the 1980s “where 86% of all Nike footwear was produced, then to China, Indonesia, Vietnam, Thailand, Cambodia, and the Philippines” (Locke & Siteman, 2002). The reason why Nike moved so much was primarily due to enforced wage increases, import quotas, and ‘flexibility’ issues (Donaghu & Barff, 1990)…

    • 1206 Words
    • 5 Pages
    Great Essays
  • Improved Essays

    Kohl's Corporation History

    • 1125 Words
    • 5 Pages

    A management group of investors purchased the Kohl’s department stores from BATUS and to form the Kohl’s Corporation. From this investment, they acquired 40 stores, over 5,000 associates and $300m in annual sales. In 1992, Kohl’s Corporation with 11.1m shares completed its initial public offering (IPO). Over the years after completing its IPO, Kohl’s Corporation’s has experienced stock splits of 2 to 1, increasing its shareholder’s wealth The new management team expanded Kohl’s department stores into 3 new states and acquired 26 new stores from Federated Department Stores and increased its sales from $388m to $1b in the matter of 4 years (Our History,…

    • 1125 Words
    • 5 Pages
    Improved Essays
  • Superior Essays

    Cintas Case Study

    • 1699 Words
    • 7 Pages

    The following years, Cintas started providing its first mat services and first aid and safety services were introduced. In 1998, this corporation became the largest seller, manufacturer, and designer of uniforms to the hospitality, food, airline and other industries. Also, Cintas was declared as the largest uniform rental company. In the year of 2000, Fortune Magazine declared that Cintas was listed as “America’s Most Admired Companies.” In 2002 and 2003, Cintas Corporation introduced restroom services and document management services along with fire protection services. Within 2007, Cintas was well positioned to provide services for most businesses in North America.…

    • 1699 Words
    • 7 Pages
    Superior Essays
  • Great Essays

    L Oreal: Cruelty Company

    • 1305 Words
    • 6 Pages

    Research Question: Should L’Oreal become cruelty free and adopt its child company – the Body Shop – ethical purchasing polices? Background Information: L’Oreal is known as worlds largest cosmetic company, selling over 63 billion products in 130 countries worldwide. In 2014 the European mega giant in the beauty and hair world has annual revenue of $149.4 million US dollars, along with $24.86 billion US of profits and $25.6 million US of profit loss. The business’ assets are $9368.9 million US and liabilities at $9910.2 million US. As of 2014 L’Oreal owns 28 international brands with annual sales of more that $54 million.…

    • 1305 Words
    • 6 Pages
    Great Essays
  • Great Essays

    Today, China Life has the biggest customer base on the planet, with 180 million in-power transient approaches and 160 million long haul strategies, giving protection scope to more than 600 million individuals times.China Life has been recorded for nine successive years on the Fortune Global 500 rundown, and its rank advanced definitely from 290 in 2003 to 113 in 2011. It has been recorded for the fifth back to back year among the World Brand 500 and positioned at 264th spot in 2011. After the double posting in New York and Hong Kong in December 2003, China Life Insurance Company Limited came back to China An offer business sector in January 2007 and has turned into the primary insurance agency to be recorded in Shanghai Stock Exchange. It is additionally the principal insurance agency triple-recorded in New York, Hong Kong and Shanghai and has turned into the biggest open life coverage organization on the planet as far as business sector…

    • 923 Words
    • 4 Pages
    Great Essays