BENETTON,베네통,베네통분석,베네통전략,BENETTON분석,BENETTON전략

소개글

BENETTON,베네통,베네통분석,베네통전략,BENETTON분석,BENETTON전략에 대한 보고서 자료입니다.

목차

1.Introduction
1.1.Introduction of Benetton Group
1.1.1. Group Overview – Business
1.1.2. Group Overview – History
1.1.3. Brands
2.Point
3.Conclusion
4.References

본문내용

1.Introduction
1.1. Introduction of Benetton Group
1.1.1. Group Overview - Business
Today, the Benetton Group is present in 120 countries around the world. Its core business is fashion apparel: a group with a strong Italian character whose style, quality and passion are clearly seen in its brands, the casual United Colors of Benetton, the glamour oriented Sisley, and Playlife American college style. The Group produces over 150 million garments every year. Its network of over 6,400 contemporary stores around the world offers high quality customer services and generates a total turnover of over 2 billion euro.
As in the case of the commercial network, a constant commitment to innovation, a crucial factor for development, has always characterized the Group’s business organization, from communication to IT, from research into new materials to integrated logistics. Special attention is given to innovation in production, where all systems and equipment are totally renewed every five years. Benetton production system is co-ordinated by a high-tech facility at Castrette (Treviso), which is one of the most advanced industrial logistic complexes in the world.
Benetton’s philosophy of quality, knowledge and teamwork are the key values of its long tradition and history and milestones for the next future.
1.1.2. Group Overview– History
Benetton Group was created in 1965; initially Benetton sold its original and colorful products through Italian Department Stores and the first shop exclusively selling Benetton products was opened in Belluno three years later. In 1968 the first store outside Italy was opened in Paris, a first step in the international expansion and development program outside Italy, which took place in the 70’s.
In 1969 the first line for kids was created, in response to demand from adult customers already loyal to Benetton’s multicolor products.
In 1974 Benetton Group enlarged its brand portfolio, expanding product offerings, with the Sisley Brand adding a new target to its consumer base.
During the 80’s the Group continued its international expansion and by the end of 1985 Benetton sold it products in approximately 60 countries through 3,200 stores evolving towards an industrial company, with manufacturing operations in Italy and outside the domestic market.
In the 90’s Benetton leveraged its manufacturing capabilities to offer high quality products at accessible prices, adopted a pioneer approach to some emerging markets, and further enlarged its consumer target, including in its portfolio the leisure brand Playlife.
Early 2000’s, the apparel industry started to see a new, demanding and sophisticated consumer: Benetton introduced a new market approach to compete in the arena, adding to the core wholesale business some directly operated stores.
The Group is currently a market-driven company that can leverage its manufacturing know-how and industrial efficiency, with consistent focus on improving quality and innovating processes to serve over 6,300 stores in over 120 countries.

키워드

BENETTON,   베네통,   베네통분석,   베네통전략,   BENETTON분석,   BENETTON전략