Company Analysis: United Colors of Benetton

Company Analysis: United Colors of Benetton 1. Briefly sum the main features of Benettons international strategy. Benettons Philosophy : To lick the network of the Benetton image- a global brand with a clearly Italian personality- to the most prestigious shopping zones in major world capitals. Benetton believes that in this saturated market the customers already possess everything they need and they have to be tempted by design, atmosphere, and by the lineament of in-store customer services. A group that strongly believes that customers should have an stirring for their purchase. Benettons International strategy is based on the to a higher place philosophy and it can be broadly classified in four different parts. 1. Innovativeness on the distribution front ? International showcase of Benettons style and image by opening megastores in the historic and shopping centers of the worlds great cities ? planning of welcoming bar inside stores to relax customers (Hamburg store) ? Special divagation area for the young ones(Rome megastore) ? Benettons entry into the world of net-shopping through www.theex.

it ? Innovative multicultural environment focussing on creativity, idle thought and culture(Bologna mega store) ? Opening a megastore where different cultures and traditions meet(Lisbon store) 2. Existing fruit Improvement/Responding to the Market Change ? Continuous up gradation of the existing products and responding quickly to the changing market has been a key to the achiever of Benetton. ? New products( Benettons research wing has been very prospered in bringing up innovativeness in their products, as a result 20-25 patents filled per year during 2000-02 period. ? Playlife- A brand guideword for the whole sports division meant that Benetton could be a one come apart shop for all the sports wear. ? Benetton USA( Incorporated current trends into affordable fashions ? hep Site( It was aimed... If you want to get a full essay, order it on our website: Ordercustompaper.com

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