Benetton's Corporate Strategy
I. Introduction 2
II. Benetton Company 2
1. History 2
2. The company in figures 2
III. Dimension performance of the Group 3
1. Five forces framework 3
2. Holding 3
3. Corporate governance 3
4. Corporate culture 3
5. Scope of activities 3
6. Resources commitment 4
7. Corporate social responsibility stance 5
IV. Benetton competitive advantages 6
1. Value chain 6
2. Strategic capabilities 6
V. Two future scenarios 7
1. SWOT analysis and key drivers 7
2. Scenarios 7
VI. Strategic recommendations 8
VII. Conclusion 8 Benetton’s corporate strategy
I. Introduction
Our “Corporate strategy” course aims at presenting and analyzing ... Indeed, ….
Within this framework, we are asked to develop an analysis of one of….. To do so, we have chosen Benetton Company.
In this work, we will be developing X main parts. After having first presented the Benetton Company shortly, we will secondly describe the dimension performance of the Group. In this part, we will emphasize the ownership structure, the corporate governance, the corporate culture, Benetton’s scope of activities, the resources commitment and the corporate social responsibility stance. Thirdly, we will analyze the Benetton competitive advantages thanks to the strategic capabilities tool. A fourth part will be developing the two scenarios that may likely happen in the future. These both scenarios will be set up as a result of the SWOT analysis of Benetton. We will end this paper by giving recommendations. Our methodology is based on researches in books and on the Internet. Moreover, we have interviewed one employee of Benetton Belgium in order to be more precise in our development.
II. Benetton Company
1. History
Benetton group is an Italian company created by four persons (Luciana, Giuliano, Gilberto and Carlo Benetton) in 1965 with the idea of color. Its core business is the fashion apparel. In 1970, the Group was using a business model making the difference thanks to their three main
II. Benetton Company 2
1. History 2
2. The company in figures 2
III. Dimension performance of the Group 3
1. Five forces framework 3
2. Holding 3
3. Corporate governance 3
4. Corporate culture 3
5. Scope of activities 3
6. Resources commitment 4
7. Corporate social responsibility stance 5
IV. Benetton competitive advantages 6
1. Value chain 6
2. Strategic capabilities 6
V. Two future scenarios 7
1. SWOT analysis and key drivers 7
2. Scenarios 7
VI. Strategic recommendations 8
VII. Conclusion 8 Benetton’s corporate strategy
I. Introduction
Our “Corporate strategy” course aims at presenting and analyzing ... Indeed, ….
Within this framework, we are asked to develop an analysis of one of….. To do so, we have chosen Benetton Company.
In this work, we will be developing X main parts. After having first presented the Benetton Company shortly, we will secondly describe the dimension performance of the Group. In this part, we will emphasize the ownership structure, the corporate governance, the corporate culture, Benetton’s scope of activities, the resources commitment and the corporate social responsibility stance. Thirdly, we will analyze the Benetton competitive advantages thanks to the strategic capabilities tool. A fourth part will be developing the two scenarios that may likely happen in the future. These both scenarios will be set up as a result of the SWOT analysis of Benetton. We will end this paper by giving recommendations. Our methodology is based on researches in books and on the Internet. Moreover, we have interviewed one employee of Benetton Belgium in order to be more precise in our development.
II. Benetton Company
1. History
Benetton group is an Italian company created by four persons (Luciana, Giuliano, Gilberto and Carlo Benetton) in 1965 with the idea of color. Its core business is the fashion apparel. In 1970, the Group was using a business model making the difference thanks to their three main