Swot Analysis Of Benetton

Analysis of supply chain strategy and operation of BENETTON
Benetton was created on 1965 by Luciano Benetton. It was a corporation which own long history, with 6000 stores locating in all over the world. They sell swear, underwear and so on. And recently they entered into the field of eyewear, perfumes. The corporation was ever a very successful and did very good on the marketing and brand promotion. This deserves us to take time to investigate why the company can achieve such a big success. Next, we will analyze the marketing and operation of this company as below.
Benetton brand introduction
There are many brands of Benetton. They have Benetton united color, Benetton under colors, SISLEY, Benetton play life. Different brands have the different

Before analyzing the SWOT of Benetton, let’s see the 4ps of Benetton respectively. Firstly, product; the Benetton product was popular with his high quality and body protection. The series of their product can be accomplished to complete each look. As to the product features, they are labeled a strong Italian character. The customers who bought the product could be branded “individual”. Secondly place; Benetton stores always were built up at the downtown, commercial locations, shopping center. Thirdly, promotion; their marketing director used the shocking image related political events, aids, death and racialism. These senses can leave the shock impression on customers’ mind. That would also persuade their customers to buy the product the offered, to show “individual”. The last one is price. Benetton target their market on top and middle class customers. Hence, the product price was higher than H&M and Zara. But they varied in different countries. The product quality was the prime strength. But their Ads didn’t match the strength very much. They didn’t highlight enough attention on this point. So their shocking ads, in some extent, are the weak one. The opportunity is that the ads were impressive enough. If they narrow their advertising, that would be much

They outsource the tailoring, finishing, ironing to local factories. They controlled the weaving, dyeing, cutting, quality, etc. a series of phases until the goods packaging. It is very complicated. And that brought a big burden for their operation cost.
Things changed after 1990. They established the regional pole. The task of headquarter was very easy. They were in charge of shipping the goods to retail stores, and control the quality, transferring the information. Headquarter send the information to regional poles. Once the product finished, headquarter received and ship to retail stores. It was simple. The model reduced the inventory, save the operation cost. The model likes the figure illustrated as