Benetton Case Study
CASE STUDY: "Building The Benetton System", Werner Ketelhoehn.Benetton, having been around since 1965 has had some massive changes and events to respond to and so I feel that a timeline of the events since the company was founded to be of significant use. 1960's; Development of Lucianos competitive advantage (discussed later). 1965 - Benetton was founded and the first factory was opened in Ponzano. 1966 - Widening of the existing company-subcontractor relationship. 1968 - First Italian store opened in Belluno. 1969 - First foreign shop opened in Paris. 1970's; The Benetton Group expansion to represent a family of brands which include 012, Sisley and Jeans West. 1970 - Hasten expansion by building upon the partnership system developed in Italy. 1972 - Revolutionary production system concerning garment dyeing (discussed later). 1975 - 'Benetton' logo becomes a well known retail symbol and their product range is expanded to include the 30+ age group. 1980's; The growth strategy of Benetton was based around the acquisition of subcontractors and raw material suppliers. 1983 - Advertising and sponsorship campaign in preparation for the global launch.
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Approximate Word count = 1738
Approximate Pages = 7 (250 words per page double spaced)
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