Benetton is the Italian retailer which is in the manufacturing and distribution of apparel, undergarments, footwear, cosmetics and accessories. Benetton also licensed its brand name to various manufacturers of sunglasses, stationery, cosmetics, linens, watches, toys and sports equipment. The important brands of Benetton group are United Colors of Benetton (UCB), Sisley, PlayLife and Killer Loop. (Benetton case)
Benetton was well known for its colorful and provocative advertisements (Benetton termed its advertising and marketing activities as Communication Strategy). The company’s Creative Director and Photographer, Oliviero Toscani (1982 – 2000). employed unusual advertising techniques with penchant for provocative advertising and themes that …show more content…
As one of the market leaders they constantly were attempting to improve their core processes and practices and thus their core competencies, which in turn lead to a better quality product or service for the outsourcing firm, which is Benetton. Outsourcing also allowed Benetton to decrease in time to market. In fast moving markets where new products and updates were constantly being released, outsourcing provided the firm with a way of decreasing its time to market. Rather than vertically integrating, the firm was able to outsource component and part development to its suppliers and thus focus on its key processes that would add value and decrease the new product development and launching time. The firm also benefited from increased flexibility, as suppliers who specialised in certain components had superior knowledge, capacity, and experience to adapt to fluctuating needs of the market. (Benetton Group)
Furthermore, the method how the businesses around them implemented the policy. Benetton focused on the youth segment, which had middle income but a stable global outlook. Moreover, the company needed constant adaptation to its targeted group´s tastes. It also was necessary for Benetton to keep in extremely contact with its customers and present a quick acknowledgment to changes in the market. They also needed to have rapid feedback
Benetton was well known for its colorful and provocative advertisements (Benetton termed its advertising and marketing activities as Communication Strategy). The company’s Creative Director and Photographer, Oliviero Toscani (1982 – 2000). employed unusual advertising techniques with penchant for provocative advertising and themes that …show more content…
As one of the market leaders they constantly were attempting to improve their core processes and practices and thus their core competencies, which in turn lead to a better quality product or service for the outsourcing firm, which is Benetton. Outsourcing also allowed Benetton to decrease in time to market. In fast moving markets where new products and updates were constantly being released, outsourcing provided the firm with a way of decreasing its time to market. Rather than vertically integrating, the firm was able to outsource component and part development to its suppliers and thus focus on its key processes that would add value and decrease the new product development and launching time. The firm also benefited from increased flexibility, as suppliers who specialised in certain components had superior knowledge, capacity, and experience to adapt to fluctuating needs of the market. (Benetton Group)
Furthermore, the method how the businesses around them implemented the policy. Benetton focused on the youth segment, which had middle income but a stable global outlook. Moreover, the company needed constant adaptation to its targeted group´s tastes. It also was necessary for Benetton to keep in extremely contact with its customers and present a quick acknowledgment to changes in the market. They also needed to have rapid feedback