Benetton's Case in the News

334 Words2 Pages
Case in the News 1. Benetton’s use of its control systems resulted in declining performance in one way because they have stuck with creating their own designs and changes them only seasonally. Benetton also weren’t keeping up the style that people were looking for, since style changes after couple of years. It also lost the needs of customers, which is why the sales decreased and hasn’t been able to track demand and tweak merchandise assortments unlike H&M and Inditex, who own and operate most of their retail locations. According to Daniele Demartis, “Benetton will only be able to be flexible with costs, attentive to quality, and fast in terms of getting fashion to market if it’s perfectly integrated”. Benetton should have use feedforward control to its business to anticipate problems before they arise so problems won’t occur. 2. The competitors such as H&M and Zara gain a competitive advantage by churning out knockoffs of hot trends. They also own and operate most of their retail locations. These competitor constantly search for ways to improve efficiency and ensure their organization’s strategy and structure are performing efficiently and effectively from their design to manufacturing and to selling at retail. 3. In the 1980s, Benetton sales rapidly increase and purchase over 7,000 locations by promoting their organizations with unique advertisement. The company’s completed a two year reorganization plan to renegotiate raw materials and invest $60 million in a Serbian textile plant, still haven’t change with the sales or profit margin within the company. I believe it has gone far enough, because no matter how much they promote their clothing with the same style, there are losing to the biggest European clothing retailers. In order for them to increase their performance is to keep up the style we have today or sell something similar to their

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