International Business Entry Modes

International Business Entry Modes
Introduction An international entry mode is an institutional agreement necessary for the entry of a
company's products, technology and human capital into a foreign country or market. The reluctance
of firms to change entry modes once they are in place, and the difficulty involved in doing so, make
the mode of entry decision a key strategic issue for firms operating in today's rapidly
internationalizing market place. The choice of mode will depend on internal characteristics (eg firm
size, international experience) and external characteristics (eg the sociocultural distance between the
host country and the home country) as well as the trade–off between desired mode characteristics
(risk adverse, control and flexibility). The diagram ... Show more content on Helpwriting.net ...
Contract manufacturing– where manufacturing is contracted to an external foreign partner provides
a low risk and potentially low cost mode of entry. Benetton and Ikea are a good example of
companies who successfully rely on a contractual network of small overseas manufacturers.
Benetton has over 80% of its production outsourced to 450 contractors (located in low cost
production countries such as India and China). As a result of the money saved on labour, Benetton
can sell products 20% cheaper, helping it to maintain a low cost position in comparison to
competitors. Of course, this method may not be appropriate for every company as there is a loss of
knowledge and intellectual property rights, and the transaction costs involved must also be
considered. Licensing differs from contract manufacturing in that more value chain functions have
been transferred to the licensee. In outsourcing production and downstream activities a licensor firm
can concentrate on its core competences and therefore will remain technologically superior in its
product development– for example Apple licenses its brand to manufacturers of accessory products,
and the BBC licenses rights to broadcast TV shows around the world. However a lack of control
over licensor operations and therefore quality may lead a company to use franchising (a sub variant
of licensing) in which the franchisor gives a right to the franchisee against a
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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 ... Show more content on Helpwriting.net ...
– Textile (Raw materials, semi–finished products and industrial services), 14% of business share. –
Other and unallocated (Sports equipment produced for third parties) with 2 % of the total business
revenue. ➢ Geographical coverage Benetton pursues a market development strategy. The Group is
highly present in Italy which represents 49% of its whole activity, Spain and the former Soviet
Union area. Benetton has always wanted to develop an international image. We can summarize its
commercial strategy in two words: internationalization and diversification. Concerning the products,
it is a global strategy. There is no real local adaptation or specific products. There is only a seasonal
segmentation. 6. Resources commitment ➢ Branding The group has different brands presenting
different characteristics and targeting a different public: – United Colors of Benetton : Group's
global brand – Undercolors of Beneton : extension of the Benetton brand (beachwear, underwear,
sleepwear) – Sisley : Group's most trend–setting brand – Playlife : sportswear – Killer Loop : a
brand for young adults with a distinctive style ➢ Communication – La fabrica: it is a
communication research centre for design, music, cinema, photography, publishing, etc – Culture
and society: the Benetton foundation

Inditex Strategy
The company that is going to be analyse in this essay is Inditex and particularly Zara, its main
brand. Inditex Group is a textile company, the most important in the Spanish textile sector and one
of the most important multinational and one of the most weighty multinationals in Spain.
A Multinational Corporation can be defined as enterprises which own or control production or
service facilities outside the country in which they are based (definition by the UN; Czinkota, 1992;
page 298). Inditex can be classified as a multinational since they offer their services in 800 outlets in
25 countries all over the world, although the production is done in Spain, its home country. It also
follows some of the appropriate strategies to trade abroad ... Show more content on Helpwriting.net
...
This motivation can arise due to several different aspects and circumstances; as for instance since
the customers are gone or the home market is saturated, the company moves abroad to retain
business, or because production costs are cheaper in a foreign country than in the home country, or
even due to a change of host government policies. Or, as in the case of Inditex Group, due to it has
become crucial for the company the physical presence in foreign countries, they have to make sure
that their brand names are familiar to these target markets.
Efficiency seeking
The aim is to gain an advantage from operating in more than one economy, so they can profit from
all the economies where the company is trading and at the same time, the company minimises the
potential risks that might arise, therefore, for example, Inditex Group follows different strategies
depending on the market they are operating in (Israel! Franchising, Germany! Joint Venture....).
Strategies
Depending on the objectives that company has, it will follow one different strategy, although it is
very common to use a combination of different strategies to move abroad, and particular ones
depending on the country the company is moving into.
Inditex Group has always wanted to have the main control in all its operations since its main
strategy is the wholly owned subsidiary formula,

Benetton Brouhaha
Marketing 601 Assignment 1 Benetton Brouhaha Benetton Brouhaha Is Benetton's approach to
advertising as depicted in "Benetton Brouhaha" more strategic or structural in nature? The purpose
of this paper is to practice critical thinking by applying elements of reasoning to the article
"Benetton Brouhaha". The question I will answer: "Is Benetton's approach to advertising as depicted
in the article more strategic or structural in nature?" I will approach this question by applying
critical thinking concepts with an eye to the established Elements of Reasoning as they apply to the
case. I will analyze the "Benetton Brouhaha" by looking at concepts, theories, definitions, axioms,
laws, principles, and models; specifically by applying ... Show more content on Helpwriting.net ...
To put it in another way; as society expects more from corporations, the activities from the frontier
quadrant, those that companies do to be socially responsible above and beyond what they are
required to do, shift to the lower foundation quadrant and become norms and laws. It's important to
note that activities in the instrumental–civil foundation add to shareholder and stakeholder value.
Frontier Quadrants–Intrinsic The top two quadrants of the matrix are called the strategic and
structural frontiers. Taken together they comprise the upper level and are called the frontier–intrinsic
or voluntary activities. Activities here are defined by Martin to be those that have a negative or not
immediately apparent positive effect on shareholder value. He goes on to say that activities in the
strategic quadrant may increase shareholder value and become instrumental (move to the choice
quadrant of the foundation) by generating positive reactions from customers, employees, or legal
authorities. It's important to understand that actions in the upper–left strategic quadrant are by
choice of corporation management as part of profit–making strategy. Over time, these socially
responsible activities can move to the civil foundation as other companies imitate the actions and as
customers come to expect the behavior as it becomes the norm. It's important to

Supplying Fast Fashion Essay
Case Study: Supplying Fast Fashion Question: Compare and contrast the approaches taken by
H&M, Benetton and Zara to managing their supply chain. Introduction How often do you purchase
new clothes for yourself? How much do you willing to pay for it? In recent year, the business model
of Fashion & garment industry was changed to "Fast Fashion", consumers are looking for high
quality design clothing at lower prices. Therefore, more and more fashion brands understood
customer needs then produce chic and aesthetic product with inexperience pricing. Most of the
brands also concerns that the product lifecycle in fashion area is short, especially seasonal cloths
with maximum three months only. Nowadays, "fast fashion" brand business growing is yearly
increasing as well as the brand awareness. Definition and main features of Fast Fashion: Purchasing
huge amount of raw materials in order to reduce production cost. Creating new design continuously
and aggressively. Avoid over stocks, sellable items never stay longer than three months. Affordable
prices. In following article, we will analysis the similar supply chain practices and market
positioning among three leading "fast fashion" brands: Benetton, Zara and H&M. Supply chain
practice: Benetton Zara H&M Raw Materials Demand huge ... Show more content on
Helpwriting.net ...
All parties were grouped in the same design hall, and then work on prototype making and sharing
ideas to each other. While designer also could work individually through their creation and
implement the actual prototype for further discussion, then turn over prototype to final mass
production. However, Zara's market specialist always linked to the retail stores in order to collect
end–user reaction and how to improve the new product concept based on end user feedbacks, after
that designers could re–design the products to satisfy customer needs at the initial product design

Fast Fashion In The 19th Century
Over the past decades the textile industry has changed immensely. Throughout the early 19th
century fashion was the one thing that determined the worthiness of someone and how much money
they earned. The rich wore top hats and the poor wore tatted clothing that hardly fit. Since then, the
textile industry has become more knowledgeable about the environmental issues as well as more
ethical and sustainable ways to produce clothing. The term 'Fast fashion' was developed in the U.S
in the 1980's however, it wasn't called fast fashion it was called 'quick response' then the term 'fast
fashion' came about in the late 1990s and the first part of the 21st century. This term my class and I
have been assigned an assignment about fast fashion. I have ... Show more content on
Helpwriting.net ...
"No"
"Yeah I guess everyone is in a way"
"Yes– brands like SES, Avocado."
"Yes. Everyone is."
"Yes"
"In some instances, just because I dislike having to pay a lot my clothes, however, I like the designer
labels too, e.g. Doc Martens"
"Yes, if you have ever bought anything from target you are."
When I asked if the teens would still go and buy clothing if they knew it was from a sweat shop
63% said "No" however, 27% said yes and as one anonymous teen stated
"If people no longer brought the clothes the makers would not get any money and therefore the
wage would be even lower because they would have less to pay with"
Which is true to an extent but the question still remains, what really is an ethical way for clothing to
be made? Who puts the line between unethicality and ethicality ? What is the minimum wage that a
seamstress should be paid? Safia Minney is founder and CEO of Fair Trade and sustainable fashion
label People Tree. Safia has turned a lifelong interest in environment, trade and social justice issues
into an award winning social business. Safia shared he beliefs of an unethical

Case Study On Print Advertising
INTRODUCTION
The purpose of this analytical research portfolio is to discuss and examine about contemporary print
advertising, in terms of its theoretical approaches such as textual structures, branding, reliance on
celebrity endorsements and the pleasures that it offers to consumers (refer to Slide 3). In this essay
however, I will elaborate specifically on a particular print advertisement from the company 'Sisley',
which is commonly advertised in women's fashion magazines and on how Semiotics and Signs is
prevalent with regards to its advertising (Samuel Shane 2017).
CASE STUDY ON SISLEY'S PRINT ADVERTISEMENT
Established in Paris 1968, the French apparel brand 'Sisley' began with their revolutionary Denim
collection. Then in 1974 the ... Show more content on Helpwriting.net ...
The advertisement drew ire as it featured women snorting thin, white clothing off a surface, with the
caption "Fashioin Junkie" just below its 'Sisley' brand in the middle of the ad (refer to Slide 8 and
Annexes). The play on the words "Fashioin Junkie" suggests the combination of 'Fashion' and
'Heroin' in one word, together with the reinforcement of the word 'Junkie', to imply that the models
are the image of the combined slogan. The ad hit the fashion industry especially hard, as models
have always been associated with cocaine use, due to its appetite suppressing qualities. And as the
two thin models in the advert suggest, it further implies the desired figure to attain regardless of the
costs involved. Although the advertisement appears at first glance to be somewhat glamorous and
glossy, this fuels the suggestion of glamorising drug use as a posh, desirable, high–society trait. The
attractive eye–makeup too, enhances the look of the effect in drug use, as it implies the after–effects
of regular substance abuse and further reinforces the heroin link. The negative impact of the entire
print advertisement, represented the link between the Sisley fashion label, together with model–thin
figures and heroin drug abuse, in order to attain a desirable image set by the brand and society,
amongst the young, urban and professional audience. "Fashioin Junkie" may have initially been
intended as a 'shock–and–awe' campaign, as is common with most Benetton Group ads, but has
since backfired tremendously on the brand and as well as the fashion industry as a consequence, for
its severe lack of tact, taste and ethical values (refer to Slide

The Consumer Decision Making Model By Howard And Sheth
Consumer decision making process generally involves five stages:
A. Problem Recognition
Purchase decision making process begins when a buyer becomes aware of an unsatisfied need or
problem. This is the vital stage in buying decision process, because without recognizing the need or
want, an individual would not seek to buy goods or service.
There are several situations that can cause problem recognition, these include:
Depletion of stock
Dissatisfaction with goods in stock
Environmental Changes
Change in Financial Situation
Marketer Initiated Activities
It's when a person recognizes that she cannot make a call from her mobile phone that's when she
recognizes that her phone has been damaged i.e. the phone has hardware problems ... Show more
content on Helpwriting.net ...
Levi Strauss & Co. (LS&CO) was named after its founder Levi Strauss in 1853. Since then the
journey of its success has been going on. It has cast its spell in more than 110 countries. Levis as
leading jeans brand has entered into the international parlance and flooding the market with its
designer apparels. Levis products are marketed under various brand names like Levis, Dockers and
Levi Strauss Signature.
ITC'S LIFESTYLE RETAILING
ITC's Lifestyle Retailing Business Division has established a nationwide retailing presence through
its Wills Lifestyle chain of exclusive specialty stores. Wills Lifestyle, the fashion destination, offers
a tempting choice of Wills Classic work wear, Wills Sport relaxed wear, Wills Clublife evening
wear, fashion accessories and Essenza Di Wills – an exclusive range of fine fragrances and bath &
body care products for men and women. Wills Lifestyle has also introduced Wills Signature –
designer wear designed by the leading designers of the country.
UNITED COLORS OF BENETTON The United Colors of Benetton (UCB) is changing hues in
India. Flush with plans of capturing 80,000 sq ft of retail space across the country before the year

ends, coupled with a stringent fabrication and merchandising exercise, United Colors of Benetton is
aiming to shore up volume and value sales, while also presenting a larger–than–life facet of its retail

The United Colours Of Benetton
The definition of a brand has evolved over the years, giving it a variety of meanings. Williams
(2000) defines it as 'a combination of names, slogans, logos, product design, packaging, advertising
and marketing that together give particular products or services a physical, recognisable form'.
Another definition describes a brand as 'a form of 'crystallised knowledge' (Arvidsson 2005 p. 7).
Brands can also use as a strategy to differentiate themselves from competitors, to potentially
encourage the consumer to recognise and purchase their goods. Hart and Murphy (1998) points out
that 'people have used brands and marks to distinguish products since the earliest times, dating back
to 2000 BC'. According to research owners of cattle, slaves, timber and crockery would burn or
brand they produce using markings or symbols, using a hot rod iron. The term branding originates
from the Old Norse "Brand", which means to burn (Kurtuldu, 2008).
The United Colours of Benetton is clothing company, especially known in the 1980s for its
flamboyant advertising campaigns which communicated social issues of the time. In the earlier
years, Benetton used standard forms of traditional advertising. However, in 1983 Benetton
collaborated with creative director Olivier Toscani who would transform the brand's image forever.
Their advertisements have proven to shock and mentally stimulate the viewer; as well as develop
public consciousness.
Being a particularly conventional clothing company Benetton

Reconciling Ethics in the Global Market
Reconciling Ethics in the Global Market
Values, morals, and ethics are three interrelated concepts that influence the decisions in our personal
lives. Values are usually acquired throughout childhood, based on experiences and influenced by
many sources including parents, teachers, media, religious affiliations and many other factors.
Morals are developed throughout a person's life, as he or she acquires personal beliefs of right and
wrong, (Walker, 2001). Ethics are standards of conduct that indicate how individuals ought to
behave when faced with difficult situations. These standards are based primarily on values and
principles about what is right or wrong. Secondary factors can also affect ethical behavior, and these
include differences ... Show more content on Helpwriting.net ...
Add campaigns for example, if not tailored correctly for their marketing recipients can result in
controversy, as was the case of United Colors of Benetton when in 2000 released an ad featuring
pictures and interviews with death row inmates. The campaign was criticized for being sick, cynical
and for glamorizing murderers, despite Benetton's claims that it was an "innovative mode of
corporate communication." (Taylor, 2000)
Sometimes product localization is not enough to break into the foreign markets because their
cultural differences or ethical values are so marked that the regular product would not be acceptable.
A company needs to be prepared to introduce new and radical products that cater and adjust to the
local culture. Conducting market research analysis before embarking in business in a new area is
one way to know and understand the needs of the potential customers. A successful international
business must respect the cultural, religious, and other beliefs of other countries when deciding on
new product lines.
An example of a successful approach to introducing new product lines to cater and adjust to
different cultures is McDonalds. The company did research in China and changed their product lines
to offer less menu selections and new teriyaki flavored menu items. In Saudi Arabia, McDonalds
closes five times a day for Muslim prayers and does not server pork. In India McDonald's has
radically modified

Tibor Kalman Research Paper
Tibor Kalman Being brought into the world in 1984 and quickly meeting his grave at the age of 50,
Tibor Kalman was still able to make his mark in the design world. According to a biography written
by Steven Heller, a journalist for AIGA, Tibor Kalman was essentially a "design legend" during his
short time as a designer. Starting off as a NYU drop out not long after starting university, he quickly
came up in the world by first becoming a manager at Barnes & Nobel as well as the Alliance of
Graphic arts. This later blossomed into something that was more long term when Tibor joined forces
with two women known as Liz Trovato and Carol Bokuniewicz. The trio then set out to opening up
the M & Co. According to a blog made specifically about graphic designers, "the company dealt
with various clients including Talking Heads, and provided a wide range of solutions" to their
customers. (thesis)These solutions bring one to one of the many works Kalman ... Show more
According to AIGA, "Tibor helped produce a series of controversial advertisements focusing on
AIDS, racism, refugees, violence, and warfare that carried the Benetton logo". A blog made about
famous graphic designers, an article named "Tibor Kalman", also explains that Kalman was
allegedly the "commander in chief" when Colors was created. One of his designs that will be shown
blow was seen as one of his starting points in the business. This piece was interesting because of
how he tackles the taboo of AIDS, and shows how we need to except that it is a problem. This issue
was also published in 1994 when AIDS first broke out in an epidemic in the United States of
America. It also shows many forms of hierarchy, as well as alignment as one turns each page. The
hierarchy can be seen in how Kalman grouped the information on each of the pages, and alignment
is definitely shown on the front color to make someone pick up the

Kyocera Essay
1. Would Kyocera be a good company to work for? Why or why not?
I feel that Kyocera would be a great company to work for. I believe that the company practices not
only to the firms business but its employees as well. This is the very least I can say about companies
in America. Everyday you turn on the T.V you hear about mass layoffs and ethics not be pursued
correctly in our country. I think that Kyocera should be a model firm that all businesses should
admire and strive to be after. Just the simple facts that Mr. Inamori would stay late working at his
own business are phenomenal, and a practice should be rewarded.
2. Is Inamori's leadership style linked to Kyocera's core competencies? Why or why not?
Yes, I believe it is ... Show more content on Helpwriting.net ...
Do you think Americans would respond differently than Europeans? Why or why not?
Both of the ad campaigns for "We, On Death Row", and earlier controversial campaigns of the
1990's where advertisements that were sometimes disturbing and received a lot of criticisms from
their audiences, but were still very influential. The earlier ads of the company focused more on
world issues, while the "Death Row" ads focused more on the issues that are in the United States
alone, and that's our prison system.
Yes, I think the Europeans and Americans would have a different response because Europeans come
across as more liberal in the fact and matters regarding social issues. Americans sometimes appear
more rigid and easily offended because they care more about the well being and image of our
country.
3. There is a saying in the marketing world that "there is no such thing as bad publicity." Does that
apply in the Benetton case?
Yes, that statement very well applies to the Benetton case. Even though this company is best known
for its controversial campaigns and advertisements, this company has still been a staple and a well
known name in not only the clothing marketing industry, but in the product marketing industry as a
whole.
I believe if they marketed their products like other companies, they too would be lost in the
limelight of thousands of other

United Colors Of Benetton Case Study
Throughout this presentation, we will analyze the advertising history of United Colors of Benetton,
leading global clothing manufacturer, that can serve as benchmark for companies wanting to use
similar advertising techniques.
I. Company Overview The Benetton Group is one of the biggest clothing retailer/apparel
manufacturer in Italy, present in 120 countries through a network of over 6,000 stores that generated
a turnover of €1.6 billion in 2013 and employs around 6,500 employees. The Italian group's
characteristics, style and design expertise are clearly transmitted through their brands which
combined, produce more than 110 million garments per year.
Brands:
United Colors of Benetton (1965) focused on the retail of casual clothing collections for women,
men and children. The product range under this brand includes clothing, accessories, fragrances and
luggage.
Added to Benetton Group's brand portfolio in 1974, Sisley distributes haute couture and avant–
garde clothing for younger women and men.
II. Advertising Techniques
UCB's institutional campaigns aim to create an impact in the society and strike the audience
permanently. By using primarily magazines and billboards, the brand involves those uncommon
photos in the everyday life, where the audience could be ... Show more content on Helpwriting.net
...
Taking in consideration the fact that Benetton did not launch any product–oriented campaign since
1983; the new creative director, James Mollison has decided to come back to a significantly more
conventional type of advertising. Mollison launched a first product campaign dedicated to adults for
the spring/summer collection (see the two pictures on the left). Indeed, UCB has kept its brand
image by continuing to display diversification and thus promoting melting pot in the society.
However we can define this campaign as much more traditional compared to what we have
previously

Change Management Research
Running head: CHANGE MANAGEMENT RESEARCH
University of Phoenix
Effective Leadership – FP International
FP International is a privately held company with 550 employees worldwide and over $100 million
in annual sales in 2005. FP International manufactures packing products such as bubble, air
cushions, Kraft paper cushioning and ready–to–use products, polyethylene foam, loose fill made of
100% recycled polystyrene or cornstarch and Kraft/bubble mailers (About FP International, 2007).
Arthur Graham is the founder and president of FP. Graham started the company in 1967; it was
called Free–Flow Packaging International at the time, which later was changed to FP international.
... Show more content on Helpwriting.net ...
The center consisted of 19 organizational partners including Amoco, ATT, Chrysler, EDS, Federal
Express, Ford Motor Company, Harley Davidson Motorcycle Company, Hewlett Packard, IBM,
Intel Corporation, Lucent Technologies, Merck and Company, National Semi–Conductor, Pacific
Bell, Philips, and the Quality Management Network (a consortium of healthcare organizations),
Shell Oil Company, Texas Instruments, and US West. Working in partnership with researchers at
MIT, a number of these companies undertook a variety of significant organizational experiments.
Through these experiments have explored building learning capabilities in intact teams, developing
new organizational learning infrastructures, transforming the assumptions and practices of executive
leadership, and developing internal learning communities. Over time, some companies have
involved thousands of people in these organizational experiments" (Society of Organizational
Learning, 2007). Intel continually transforms itself in the chip manufacturing market by the
interdependent development of the people. Learning, strategy, and competition help to create the
opportunities for growth within the company. With the Intel's continuous learning programs the
company is ever growing the new ideas required to take the company forward.
Servant leadership and organizational

Benetton Family
Company History: Benetton Group S.p.A.
Company Perspectives:
Today the Benetton Group is present in 120 countries around the world. Its core business is clothing:
a group with a strong Italian character whose style, design expertise and passion are clearly seen in
the United Colors of Benetton and the more fashion–oriented Sisley brands, and in sportswear
brands Playlife and Killer Loop. The Group produces over 110 million garments every year, over
90% in Europe.
Key Dates:
1955: Giuliana and Luciano Benetton buy their first knitting machine and begin selling Giuliana's
woolen sweaters.
1965: The Benetton family forms a partnership, Maglificio di Ponzano Veneto dei Fratelli Benetton.
1972: The company introduces a new ... Show more content on Helpwriting.net ...
Production at the company was also unique. In 1972 Luciano introduced a time– and money–saving
production technique. By dyeing assembled garments made of unbleached wool rather than batches
of yarn before knitting, manufacturing time was trimmed and Benetton could produce garments
upon demand, which minimized the need to maintain an extensive inventory.
To produce many sweaters at reduced cost and financial risk, Benetton took advantage of an old
Italian cottage industry. Benetton farmed out labor–intensive production––knitting and sewing––to
small, family–owned companies (many owned in whole, or part, by Benetton management)
throughout northeast Italy. Employing advanced technology, these companies allowed Benetton to
manufacture in response to increased market demand both domestically and abroad with reduced
financial risk. About 80 percent of production was farmed out to 450 subcontractors who employed
about 20,000 workers in the Veneto region. The remaining 20 percent of value–added, capital–
intensive production––quality control and cutting and dyeing––was performed in house. By 1983
Benetton payments for contract work equaled nearly six times the labor expense for work performed
in its factories, according to the Harvard School of Business.
Benetton's early success is attributable as much to Luciano's genius, as to the Italian and local
business

United Colors Of Benetton Advertising Analysis
1.12 Prominent companies using Shock advertising
United Colors of Benetton:
United Colors of Benetton is one of the world's biggest brands focussing not just on the clothing
industry but also sells other kinds of merchandise such as luggage, accessories and perfumes. Their
first store opened in Italy in 1968. The Group soon transformed into a global company with around
6500 stores across 120 in the world. The brand name and slogan of the company –'All the Colors of
the World' is also a strong statement which signifies their motivation to unite different races and
signify global racial unity. This has been one of their most important philosophies which they have
stood by through all their campaigns.
United Colors of Benetton have been most renowned for their controversial advertising campaigns.
It was like they almost set the stage for shock advertising which was slowly followed by many
others. Over the years they have effectively marketed their clothes across various racial, cultural,
and religious boundaries. The brand has almost become synonymous with 'shockvertising'. ... Show
more content on Helpwriting.net ...
In a way, Benetton tries to challenge reality to its extreme. The brand's campaigns have aroused
several ethical concerns since many claim that they've gone overboard with their campaigns. The
brand was the brains behind the concept of shock advertising. Olivero Toscani of United Colors of
Benetton was the brains behind this idea because he believed that it was high time for viewers to see
the reality and not just the painted images of reality. His opinion was that it is essential to show
viewers images that may even be shocking so that they become aware of the happenings in the

REPORT ON TOMMY HILFIGER INDIA
A REPORT ON TOMMY HILFIGER BY P.SATYANARAYANA Date: 6/6/2013 TABLE OF
CONTENTS Sl.No. CONTENTS 1 Candidate's statement 2 Preface 3 Acknowledgement 4
Objectives of the study 5 Introduction 6 Overview of the Company 7 Profiles of some rivals 8
SWOT Analysis 9 Promotional Activities 10 Learning from SIP 11 Conclusion 12 Bibliography
PREFACE In today's trend of cut–throat competition, Bachelor of Business Administration (BBA) is
sure to have an edge over their counterparts. BBA education brings its students in direct contact with
the real corporate world through industrial training. The BBA program provides its students with an
in depth study of various managerial activities that are performed in any organization. A detailed ...
Show more content on Helpwriting.net ...
Domestic sales account for 80 per cent. Its overseas buyers include Gap, Wal–Mart and Target.
Today, Duke embraces a complete vertically integrated garment manufacturing plant, with knitting,
dyeing, processing, finishing, mercerizing, compacting, embroidery and printing under one roof.
Duke Fashion (India) Ltd pioneered the T–shirt culture, and gradually established several new
trends in knitted garments and fabric research. BENETTON When Benetton was started in 1989 in
India, all they found themselves selling were jeans and T–shirts. Benetton now sells 1,500 styles as
compared to the 400 they started with. The €1.7 billion Italian fashion company had entered India
through a joint venture with DCM but now Benetton India is a wholly owned subsidiary after they
broke up a few years back. LEVIS Levi's has excellent brand architecture in place and it is
performing well. The market for denim, especially at the premium end, is growing between 15 and
20 %annually. The four sub–brands are pretty well straddled. It has 30%of the premium denim
market in the country, and about 10 per cent of the overall market across price segments. REEBOK
Reebok is the brand for sportswear – shoes, T–shirts etc. – while Rockport is for a premium range of
footwear and apparel marked by 3R's – rugged, refined and relaxed. Entering India in 1995, Reebok
has captured a market share of 50 per cent followed by Nike. SWOT Analysis Strengths

The Effect Of Explicit Sexualstimuli On The Brand Name Recall
While research found that explicit sexualstimuli does not adversely affect brand name recall among
18–to–26 year oldstudents, such stimuli was found to exert a negative effect on
messagecomprehension among this population segment when there is a substantialvolume of
information available for processing (Severn, Belch, and Belch,199 , pp. Do the advertisements that
you have seen that includedmembers of the opposite sex make you want to do anything in
particular? Did the advertisements that included members of theopposite sex make you think
differently about that sex than you havethought before seeing the advertisements? Ethnographic
interviews are largely unstructured. 174–175). Do you read magazines?2. These effects will not be
identified to thesubjects through the phrasing of the questions. 6. LITERATURE REVIEW Sexual
innuendo is widely used in magazine advertising (Hatfield,1992, pp. 48–56) found that the use of
sexual innuendo in magazine advertising waseffective in relation to all population segments. The
effects ofsexual embedding on responses to magazine advertisements. Ridley. Journal ofAdvertising,
14(2), 48–56. T. Less wink and nudge. Belch, & Michael A. 12. INTRODUCTION This research
describes a proposal to identify the effects of sexualinnuendoes in advertising in magazines on pre–
teens, teenagers, and youngadults, and to compare the effects on pre–teens and teenagers with
theeffects on young adults. 14–22). New Statesman &Society, 6, 33–34. 26–31), however,

Zara Internationalization Analysis
ZARA–Internationalization Analysis When it comes to internationalization strategies, ZARA is the
perfect case to look at. By putting in practice a set of different strategies, ZARA has accomplished
great positioning worldwide and is one of the most recognized brands in the apparel market. Listed
below are the main internationalization strategies ZARA has used to become one of the leading
clothing brands in the world. Operating Filial When ZARA first started opening stores outside of
Spain, at the end of the 1980's and beginning of the 1990's, they looked for markets that resembled
the Spanish market, had a minimum level of economic development and would be relatively easy to
enter. The entry into the market would be decided by a ... Show more content on Helpwriting.net ...
The marketing mix that emerged there was applied to other stores in the country as well. Pricing was
also part of this market based mix. However if a decision was taken to enter a particular market,
customers effectively bore the extra cost of supplying it from Spain. ZARA had historically market
local currency for all the countries in which it operated on each garments price tag. The higher
prices outside did imply a somewhat different positioning for ZARA overseas, particularly in
emerging markets. For example in Spain about 80% of the citizens can afford ZARA. It's different
in Latin–American countries like Mexico for cultural and economic reasons because the average
income in Mexico is $3000 compared to $14000 in Spain. The Mexican people who buy in
ZARAare the upper class and the middle class, which is the class that knows fashion that is
accustomed to buying in Europe, or in the United states. In Mexico ZARA's are targeting 14 million
inhabitants compared to 35–36 million in Spain, but 14 million is more than enough to put in a
network of stores there. Differences in positioning also affected the stores which products were sold
and ZARA's overall image. For example in South America, ZARA's products had to present a high–
end rather than a mid–market image and it was emphasized that they were "made in Europe".
However, the image

Arbitrage Factor Costs
1. Define arbitrage factor costs Arbitrage factor costs are costs that an MNE suffers when the
company cannot resolve the issues without arbitration. These costs factors can injure a company in
various ways, from time and funds to the loss of competitive advantages. 2. "Today's challenge is to
build transnational organizations that can sense an emerging consumer trend in one country, link it
to a new technology or capability it has in another, develop a creative new product or service in a
third, then diffuse that innovation rapidly around the world". With this in mind, identify a company
who has demonstrated this ability including a brief description of each step they took. Benetton is a
perfect example of a company that was able to ... Show more content on Helpwriting.net ...
Zara, is using the best from both and using the knowledge to its advantage. Zara is being locally
responsive by making communication from customers all the way up to designers and production
managers as easy and quickly as possible. This allows for market needs and opportunities to be
identified quickly and produced centrally. By keeping information central they use the knowledge of
being locally responsive to develop ideas at the center and disperse them as needed. 6. Define the
center–for–global process. In the center–for–global process, companies risk market sensitivity for
efficiency; therefore, companies learned to develop three capabilities for the central–to–global
process to work: I. Incorporate Inputs of subsidiaries into centralized activities a. In order for a
global company to be more locally responsive, it must allow for local managers of subsidiaries to
have more input in central activities. II. Ensuring that all functional tasks are linked to market needs
a. Develop systems through which value adding functions like marketing, R&D, and production can
be integrated with the different foreign subsidiaries. This will allow for central activities to be
"regulated and directed" towards market needs. III. Integrating value chain functions by the transfer
of responsibilities a. The transfer responsibilities from one value adding function to the next will
ensure that there is an integration of knowledge. This integration

Marketing and Ethics (United Colors of Benetton) Essay
Often regarded as a leader in the multinational marketing industry, United Colors of Benetton
continues to face the challenge of effectively marketing clothes across racial, cultural, and religious
borders. Renowned for using social issued–themed pictures to promote its brand, Benetton has
strayed from traditional marketing techniques to provide customers with an idea of the many issues
that plaque societies from continent to continent. This unique approach has been met with extreme
emotions, and people have both praised and damned the Benetton advertisements. Although the
advertisements often are considered controversial, photographs that feature such images as human
suffering and sexual organs continue to ... Show more content on Helpwriting.net ...
Maintaining Luciano Benetton's ability to transform "sweaters into messages, shirts into signs, and
jeans into signifiers," the company sought out an artist, not an advertiser who respected the rules of
traditional marketing . Benetton hired Oliviero Toscani, a photographer who has earned recognition
from his edgy photography style. Toscani chose to use print and poster as his media, a very unusual
advertising decision for a clothing company. In addition, because television advertisements
historically have cost retailers up to 62% of their advertising budgets, Benetton initially refused to
promote itself on television. They later agreed to do so only on specific networks outside of Italy,
such as MTV in the U.S.2
At the heart of Toscani's basic advertising and marketing strategy was what he often referred to as a
"communications strategy" based on the diversity–focused slogan integrated into the United Colors
of Benetton Campaigns. With this theme of unification, Toscani chose to transform advertising into
"news," paying close attention to current events.2 Because Benetton's clothes were sold around the
world, the expenses incurred to tailor campaigns to specific national markets would have been
enormous. To reduce these high costs, Toscani attempted to bring the world's markets together by
using a single advertisement that would appeal to many cultures, races,

Zara Case Study
ZARA Case Assignment 1. With which international competitor listed in the case is it most useful to
compare Inditex's financial performance? What do comparisons indicate about Inditex's operating
economics? Why? There are 3 key international competitors mentioned in the case: The Gap,
H&M and Benetton. The Gap's production was internationalized with more than 90% of it
outsourced outside of the United States. Its stores, however, were US centric. Therefore, The Gap's
strategy was to own most of its stores, while outsourcing all production. The same was the case with
H&M. Benetton on the other hand had a completely different business model; it had invested
relatively heavily in production, but licensed its stores to ... Show more content on Helpwriting.net
...
* Zara was able to design, produce and deliver finished goods into its stores in 4–5 weeks in the case
of new products and 2 weeks for modifications, as opposed to traditional industry average of 6
months for design and 3 months for manufacturing. * This quick response system, enabled Zara to
reduce the working capital intensity and facilitated continuous manufacturing of new merchandise;
thus giving Zara an edge over competition throughout peak seasons. * Zara's management, as well
as staff and IT advancements, helped it track customer preferences which were then used to keep
production consistent with demand. * Zara spent just 0.3% of its revenues on advertising, keeping
expenses low. * Zara was able to successfully create an atmosphere of scarcity and opportunity in its
retail stores thus encouraging customers to return more often for shopping (e.g. Zara customers
shopped 17 times a year at Zara stores, as compared to the industry average of 3–4). This also
allows the company to sell more items at full prices, thus reducing the percentage of items sold at
the marked down price as compared to other competitors. Such distinct features of the Zara business
model which adds value to almost every aspect of the value chain, makes Zara stand apart from the
competition and improve

Company Analysis: United Colors of Benetton
Company Analysis: United Colors of Benetton 1. Briefly summarize the main features of Benetton's
international strategy. Benetton's Philosophy : To bring the network of the Benetton image– a global
brand with a distinctly Italian personality– to the most prestigious shopping zones in major world
capitals. Benetton believes that in this saturated market the customers already have everything they
need and they have to be tempted by design, atmosphere, and by the quality of in–store customer
services. A group that strongly believes that customers should have an inspiration for their purchase.
Benetton's International strategy is based on the above philosophy and it can be broadly classified in
four different parts. 1. ... Show more content on Helpwriting.net ...
|Year |Net Income/Profit(EUR m) | |2000 |243 | |2001 |163 | |2002 |–10 | |2003 |108 | |2004 |123 |
|2005 |112 | [pic] ➢ Year 2000 registered highest profit largely due to the extraordinary income
derived from the sale of the formula one team. ➢ Though the revenue for Benetton rose in 2001 the
net profit drop by 32% largely due to the unsatisfactory performance of the sports division. ➢ 2002
saw all time low net income at –10(EUR m) because of the sale of sports brands. ➢ Year 2003–04
saw substantial improvement in the net income thanks to decisive reduction in fixed costs; overall
efficiency improvement; reduction in labor costs and selling of the sports division. ➢ Year 2005 saw
a marginal fall in net income because of the increased costs for expansion of the directly operated
commercial network. |Year |Net Debt(EUR m) | |2000 |536 | |2001 |640 | |2002 |615 | |2003 |468 |
|2004

Supply Chain Case Study: Zara And Benetton
Zara and Benetton Case Study
1. Introduction
Today the globalized fashion industry is characterized by wide spread supply chains where the
design of a product can be made in one country, manufactured in another and then sold in a third.
Fast fashion is a concept used by some of the companies operating in this industry, Benetton and
Zara are two of the biggest players utilizing the strategy, although in various ways.
2. Supply Chain structure
Both Benetton and Zara have supply chain models based upon a degree of vertical integration that
allows them to exercise more control since some of the manufacturing takes place in their own
factories. Zara and Benetton buy fabric in very high volume, which provide to suppliers or their own
factories ... Show more content on Helpwriting.net ...
SWOT Analysis
Zara:
Strength Weakness
Quick response , high flexibility, short production cycle (SC vertically integrated)
High variety of products
Wide range of design per year
High service level
Have a well–established brand name worldwide
Their supply chain management is extremely low cost as well as most of their processes like
operations, manufacturing are all vertically integrated
Unlike other retailers they handle all their processes as well as follow Just in Time system (Value
Chain Management)
Extremely trendy, well designed and fast delivery of new products Vertical integration increase the
risk inside of the SC
Higher cost of production and design costs
Low opportunities to improve
Quality not equivalent to price
They use an unusual strategy of no advertisements
Target segment is not extremely consumer loyal and might go for cheaper and newer collections
Opportunity

Benetton Group Essay
Benetton Group is a worldwide fashion brand, located in Treviso, Italy. The real name originates
from the Benetton family who founded the business in 1965. Because the 1980s Benetton has
launched various shock–advertising campaigns that contain whipped–up controversy and stimulated
debate. These group of stunning adverts have helped Benetton gain recognition and reputation and
be a worldwide fashion large. Various messages and themes have been found in these campaigns,
but the key idea has always been focused on controversial social issues, that concern socially
conscious individuals at that time the business releases the campaigns. In the centre 1980s, world–
renowned photographer Olivero Toscani designed for Benetton the to begin his multiracial ... Show
more content on Helpwriting.net ...
The plan, in Sept 2012 that was launched, centers around a contest where unemployed teenagers can
gain EUR5,000 to use a project which has a positive effect on their community. It really is
reinforced by posters depicting close–ups of (entirely attractive) teenagers, with captions like
"Valentina, 30, non–lawyer from Italy." The competition was also recognized by some TV
advertisements centered on the problem of lack of employment and an comprehensive social media
advertising. Benetton explained the way the campaign "presents an authentic family portrait of
today's population by positively tackling an up–to–date problem, that of youngsters non–
employment and the actual conflict between decades, in order showing it in a fresh light and create
value for the huge human being capital of teenagers." The basic aims of advertising are to secure,
develop, innovate and create adverts to market a product. That is done by informing, persuading,
and reminding customers of something. Advertising builds brand equity, the advertising goals of
Benetton aren't to market more but converse the company's beliefs. Benetton targets politics and
cultural issues. Benetton centered on undertaking corporate

Benetton Thesis Statement
Figure 2: "We On Death Row" [Photograph], (2000) from
http://www.theguardian.com/fashion/gallery/2011/nov/17/benettons–most–controversial–
advertsAfter the launch of this campaign, newspapers all over the United States of America attacked
Benetton's use of death row inmates, claiming it shows glaring indifference and disrespect for the
victims and their families (Chandler, 2000; Chiem, 2000; Hughes, 2000) and claiming that it has
brought back painful memories (Hughes, 2000). Sears, who had formed a contract with Benetton for
that time, immediately pulled Benetton clothing from all of its stores, in order to heed to the
demands of their discontented customer base (LA Times, 2000). Additionally, the US Press seems to
be the most opposed to the ... Show more content on Helpwriting.net ...
Their posters and all other ads show different, new and uncensored aspects and perspectives of life.
In reality, this should not impact people negatively unless these very people wish to close
themselves off from the world's affairs. Furthermore, these advertisements have also succeeded with
the important goal of instilling and invoking strong emotions, which results in them staying in
people's minds for a longer period of time, whether it was a positive or negative reaction. Conveying
a message and leaving a long–lasting memory is indeed the main purpose for advertising. Therefore,
shock advertising, in this case, works very well. On the one hand, they encourage debates and
discussion around the social and political issues they portray and on the other, they encourage
debates and discussions about the suitableness of advertising as a medium to express political and
social

Fashion Junkies Essay
Alycia Griffin
Professor Michael Bedsole
English 101
16 September 2012
Fashion Junkie
Every company wants to have fresh ideas for their ad campaigns, to draw in their audience. Sisley
attempted to draw the consumer in using an advertisement that depicted two women participating in
illicit behaviors. The advertisement may have been considered humorous, had it not been so vulgar.
Sisley's attempt at reeling the consumer in resulted in an effect that definitely caught the eyes of
their targeted audience, but not in a way that could be considered positive. Is fashion, an addictive
and destructive vice, destroying its intended and targeted audience; the consumer? In 2007, the
fashion line, Sisley, whose parent company is United Colors of ... Show more content on
Helpwriting.net ...
For some people fashion actually is an addiction. Some people lose all their money in an effort to
stay up to date with the latest trends. This is where the cocaine laced Chase Bank credit card comes
in. Most people are aware of the phrase "Get it on credit." Sisley stressed the point that even if you
don't have money in your own possession, their product is so spectacular that it is worth maxing out
your credit cards. The fact that cocaine is known as the "rich kid drug" further supports Sisley's
effort at trying to make it seem like their clothes are addictive. Furthermore, the fact that cocaine is
known as the "rich kid drug" might even give the consumer an idea that the product is expensive.
They even went so far as to use the credit card to cut the lines of cocaine, which also correlates the
drug culture and fashion industry.
This is a fashion advertisement, but Sisley fell short in their effort to sell their actual clothing line.
There's a dark nature of the advertisement which overpowers the clothing. At first glance, you notice
nothing of what they have on. You might notice what the girl on the left is wearing simply because
she has a nipple slipping out of her dress and doesn't seem to care whether it noticeable or not. If
you actually took a decent look at what the two ladies were wearing, you could see that their outfits
were actually very tasteful and well put together. Most garments considered high fashion that are
seen on runways are fashionable, but in

Zara case study Essay
Coursework Header Sheet
209896–18
Course
OPER1027: Operations Mngt: Proc/Value Ch
Course School/Level
BU/UG
Coursework
Case Study 1
Assessment Weight
25.00%
Tutor
J Whiteley
Submission Deadline
25/11/2013
Coursework is receipted on the understanding that it is the student's own work and that it has not, in
whole or part, been presented elsewhere for assessment. Where material has been used from other
sources it has been properly acknowledged in accordance with the University's Regulations
regarding Cheating and Plagiarism.
000718551
Tutor's comments
Grade Awarded___________
For Office Use Only__________
Final Grade_________ ... Show more content on Helpwriting.net ...
There vertical integration allows small batches of produce to be distributed and tested out allow
them to save more money and cut inventory backlogs. Zara maintains a low cost by avoiding
outsourcing (where possible) and producing all its merchandise and produce in home soil in Spain.
Also Zara own many fabric dying, cutting and processing equipment that provided Zara added
control and flexibility to adopt new trends on demand. Effectively Zara is able to design and
manufacture products as well as deliver them in less than two weeks in contrast to competitors such
as Benetton and H&M which require at least between five weeks and 4 months lead time to fill
orders from its retail operations. One major unique characteristic was that Zara own its in house

production which gives Zara the flexibility of quantity, variety, and the frequency of the designs they
produce.
Another way there strategy contributors to their success is that they have the capability to keep a
significant amount of product in home soil in there won factories and reserve approximately 85% of
their capacity for seasonal adjustments this way they will be able to rapidly respond to unexpected
trends in the industry. Additionally they use foreign factories as many other companies do as cost is
much cheaper which allows production to increase and distrusted accordingly, however for fast
fashion items Zara produces in

Ucb Cvp Analysis Essay
1.0 How do the formats of the income statements shown on pages 33 and 50 of Benetton's annual
report differ from one another (disregard everything beneath the line titled "income from
operations")? Which expenses shown on page 50 appear to have been reclassified as variable selling
costs on page 33?
A. The income statement shown on page 33 exclusively shows the contribution margin. This format
is used for internal company analysis. Benetton has chosen to show it as a part of annual report. The
variable costs (Distribution and Transport costs, Sales commission) are clubbed together. This
format is called the contribution format.
The income statement on page 50 shows the variable costs and fixed costs more clearly. It has
broken down the ... Show more content on Helpwriting.net ...
Also, CM ratio = 696/ 1859 = 0.374
Hence, Break even point (2003) = 464/0.374 = 1240.64 (million Euros)
For 2004, Fixed expenses = 436 (in million €). Also, CM ratio = 653/ 1686 = 0.387
Hence, Break even point (2003) = 436/0.387 = 1126.61 (million Euros) 2003 2004
Fixed Costs(in million €) 464 436
CM Ratio 0.374 0.387
Break even point(in million €) 1240.64 1126.61
The numbers in 2003 and 2004 are different for the following reason:
1. Fixed costs in 2004 are lower that of 2003 and contribution margin ratio is higher in 2004 than
that of 2003. Hence, the break even point is lower for 2004.
2. The reverse is the case in 2003.
4.0 What sales volume would have been necessary in 2004 for Benetton to attain a target income
from operations of €300 million?
Sales required = (Fixed Costs + Target Profit) / CM ratio = (436+300)/0.387 = 1901.81 (in million
€) 2004
Fixed Costs (in million €) 436
Target profit(in million €) 300
CM Ratio 0.387
Sales required(in million €) 1901.81
5.0 Compute Benetton's margin of safety using data from 2003 and 2004. Why do your answers for
the two years differ?

Margin of safety = Actual Sales – Breakeven sales In 2003,
Actual sales = 1859 (in million €) and Break even sales = 1240.64 (in million €) Hence, Margin Of
Safety (2003) = 618.36 (in million €) In 2004, Actual sales = 1686 (in million €) and Break even
sales = 1126.61(in million €) Hence,

Inditex International Expansion
How Inditex became global: from local to global
Established in 1975 in A Coruña (North – Eastern Spain) by Amancio Ortega, Inditex has grown
rapidly to become one of the largest fashion retailers in the whole world competing with the
American Gap and the Swedish Hennes & Maurizt (H&M). "In addition to Zara, the largest of its
retail chains, Inditex has another seven commercial formats: Bershka, Stradivarius, Massimo Dutti,
Oysho, Pull and Bear, Skhuaban and Zara Home (all of the targeting different age and disposable
income segments). The group also includes more than a hundred companies associated with
different textile, manufacturer, infrastructure and distribution businesses" (Inditex 2006 p.2). Inditex
is listed since 23 May 2001 ... Show more content on Helpwriting.net ...
Both competitors couldn´t grow together in such a competitive market, hence it would have affected
to Benetton´s market share. Besides, no suitable premises (more than 1500 square meters) were
found (Blanco and Salgado 2004). Amancio Ortega decided to pull back and wait for the precise
moment. That happened in 2001, when Zara opened its first store in the main fashion district of
Milan as a result of a venture with the local firm Gruppo Percassi. However, Inditex decided to hold
51% ownership stake with the objective of buying the whole stake in a future as they have done with
the Japanese partner Bigi (Blanco and Salgado 2004). Other remarkable venture Inditex has
developed has been with the German retailer Otto Versand to expand in northern Europe and
specially Germany and overseas, Reitman's has been the partner company to enter the Canadian
market. The reason being for these ventures is that Inditex needed to succeed local partner´s
knowledge of the host country´s competitive conditions as well as culture, knowhow and relations
with the government (Hill 2007). However, there are always major disadvantages such as the
Benetton venture that led to conflicts and battles for the control between both firms. Moreover,
Inditex risks giving control of its technology to its partner.
Franchising has been the ultimate strategy to enter into markets which did not present

Michael Bierut Research Paper
If I were a graphic designer, which graphic designer from the history of art would I be like? I would
be most like Michael Bierut. Bierut was born sometime during 1957 in Cleveland, Ohio. During his
early years living in Ohio, graphic design was not widely taught to young people but this didn't stop
Michael. With his love of his love of art, music, and drawing Bierut's first began designing album
covers. Wanted to learn more Michael took to the library a poured over the only two design books
the library had at the time. At this point he was hooked on graphic design he then went on to study
graphic design at the University of Cincinnati's College of Design, Architecture, Art and Planning.
During his time at University of Cincinnati Bierut

Case Study On Sisley
MESSAGES IN SISLEY'S ADVERTISEMENT – THE STUDY OF SCIENCE AND SEMIOTICS.
Submitted to
Management Development Institute of Singapore
In conjunction with
University of Sunderland
In partial fulfilment of the requirement for the award of
Bachelor of Arts (Honours) in Media, Culture and Communication (Top–Up)
Supervised by: Mr. Fuadi Rahmat
For: Professor Julia Knight
Name: Samuel Shane Singh Dhillon
Class No: BCCE51704A
NRIC/Student Pass: S7936648Z
Date: 8th September 2017
CONTENTS
Introduction Page 3
Case Study on Sisley's Print Advertisement Page 3
Semiotics and Signs in Advertising Page 3
Critical Discourse Analysis Page 6
Conclusion Page 6
Bibliography Page 8
Annexes Page ... Show more content on Helpwriting.net ...
Saussure saw a sense of purpose that comes when there is an association or relationship between the
forms of a Marker with an idea. Whereby a Marker is a meaningful sound or graffiti that is a mental

picture or concept. Semiotics creates a meaning which the object, not only contains the complex
information, but also carries emotional impact for the audience. Human senses will catch the signal
and then pull the impression to the brain, which leads to a conclusion of subjective meanings,
depending on the perspective of each audience (Desamba 2011). Semiotics is an investigation into
how meaning is created and how meaning is communicated. Its origins lie in the academic study of
how signs and symbols, both visual and linguistic, create meaning (Signsalad n.d.). Our actions and
thoughts, or what we do automatically, are often governed by a complex set of cultural messages
and conventions, dependent on our ability to interpret them instinctively and instantly. For instance,
when we see the different colours of a traffic light, we automatically know how to react to them. We
know this without even thinking about it. But this is sign which has been established by cultural
convention over a long period of time and which we learn as children, requiring a great deal of
unconscious cultural knowledge to understand its meaning. Everyone is a Semiotician,

Benetton
Benetton – History and Present Structure
When Luciano and Giuliana Benetton, both grown up under the harsh conditions of war and post
war Italy, founded Benetton group in 1965, they probably did never dream that one day their
company would among the most famous in the fashion industry. Yet, 34 years later, Benetton is
present in 120 countries and Edizione Holding, the holding company of the family is now making a
yearly turnover of XXX billion Lira[1]. Not at least due to their controversial advertising campaigns
which sparked strong reactions around the world, from outright ban to art awards, Benetton has
become known worldwide.
After the opening their first store in 1968 with a surface ... Show more content on Helpwriting.net ...
In 1992, these activities were bundled in a separate division, called Benetton Sportssystem. The
production of sports equipment was supplemented by the production of sports wear, the aim being to
provide the customer with both the equipment and the clothing, thus realizing synergies from the
existing textile manufacturing facilities[5]. Benetton Sportssystem is the fastest growing division of
Benetton group and it already represent 21,3% of turnover[6]. With 55% of its sales realised in
North America, it is also much less focused on Europe[7].
While Benetton Sportssystem was still in connection with its original business, in the 1990s
Benetton diversified into areas which were rather far from it, like retailing or the restaurant business.
The acquisition of shares in Autogrill, world leader in catering services for travelers, and GS
Gruppo, leader in the Italian food distribution sector, left the Benetton family with 700
supermarkets, 21 hypermarkets and over 650 restaurants, producing a combined turnover of more
than 13,000 billion Lira (more than three times the turnover of the actual Benetton group)[8].
Reasons for this diversification into areas remote from their core business might be found in the
wish to take advantage of the privatization of national industries presently in progress in Italy and to
profit from the

The Company ' United Colors Of Benetton
The Company 'United Colors of Benetton,' is an Italian based firm that focuses on clothing and
contentious advertising. It has spread almost everywhere globally, and offers the old and young,
stylish fashion and combined colors (Dubini, 1997, p. 15). Benetton spends huge sums of money in
by the operation and promotion, advertising, and purchasing the most recent styles. The Benetton
group exists in one hundred and twenty countries worldwide. Its core business is fashion, dedicated
to quality and style. There exist about 6,000 stores all over the globe, which provides the high
quality products and customer service (Maguire, 2003, p. 28).
In 1965 Benetton commenced as a petite knitwear factory in Ponzano, by Luciano Benetton and his
... Show more content on Helpwriting.net ...
Benetton's major competitors include: Inditex, H&M and GAP (Maguire, 2003, p. 16). The three
firms' are Benetton's competitors because they target similar consumer segment in the marketing
environment. Evidently, its competitors in the market do not exist exactly in the same industry since
Inditex and Benetton produce fabrics, clothing, retail fashion goods, and design, while H&M
designs and retails its own goods and GAP just retails.
There exists a highly competitive marketing environment; however, Benetton strategically shapes
the entire marketing mix, to remain on top of their game, in relation to the business and marketing
environment. By definition, the marketing mix is a commercial tool applied in marketing. It is
crucial when shaping a brand 's offer or product, and often linked with product, price, place and
promotion (Bowman & Gatignon, 2010). The firm's core business is clothing line, with a robust
brand name such as: 'Sisley', 'United Colours of Benetton,' 'Undercolours of Benetton,' and also
'Play life'. Their products entail menswear, women's wear, underwear and children's wear.
A product is one of the elements of the marketing mix; a product in business terms is anything
offered in a market to meet a need or want (Bowman &Gatignon, 2010). According to the concept of
total product, there exist three stages of a good or product. The main product appears in the centre of
the whole product. It is seen as a basis group

Zara Supply Chain Essay
Introduction Zara and Benetton are two of the most notable fashion stores in the world. Remarkable
for its products and notable for its exceptional supply chain management. This report will discusses
the supply chain management for Zara and also Benetton which will tackle the areas of supply chain
and their contribution to how the company provides its products to its customers.
Business Background
Zara is a Spanish clothing and accessories retailer that was founded by Rosalia Mera and Amancio
Ortega in 1975. It is the leading retail store of the Inditex group, which is a fashion group who owns
multiple brands such as, Massimo Dutti, Uterque, Stradivarius, and Bershka and also pull and Bear.
Amancio Ortega unbolted the first ... Show more content on Helpwriting.net ...
Supply Chain Models
Zara and Benetton's supply chain both share some common components within their supply chain
models, but a few distinguishing factors make them their own. All supply chain models must include
planning, designing, maintenance and control of all materials and information in order to efficiently
satisfy its customers' needs and wants (Schroder, 2000). Zara being known for their 'fast fashion' is
claimed to take only two weeks to develop a new product and have shipped to stores, and ready for
shelves. Zara is a vertically integrated retailed, meaning that their supply chain is owned by their
company and usually each member of the supply chain produces a different product or service.
Unlike other apparel retailers, Zara controls most of the steps included in their supply–chain,
including designing, manufacturing and distribution of the products. Zara uses a just–in–time (JIT)
system, with this model it allows the company to have self–containment throughout the stages of
materials, manufacturing, product completion and distribution.
On the other hand, most of the manufacturing of Benetton is done by the company itself. But the
supply side is heavily consisted of 'contractor's – which are companies owned, or part owned by
Benetton employees. Employees that provide services to the factories,

The Fashion Consumer’s Attitude Towards the...
DISSERTATION PROJECT
The Fashion Consumer's attitude towards the fashion/lifestyle brands adopting CSR as a part of their
business strategy
Author: Anjali Saini
Fashion Marketing (2009–11)
PEARL ACADEMY OF FASHION
AIM OF THE PROJECT
After all the harm that man has done to the planet Earth, the time has come for mankind to protect
himself and the planet from further destruction and to save the planet. To solve this purpose, there is
much talk about Corporate Social Responsibility (CSR) today. As Indian apparel/fashion and retail
industry is one of the major sectors that contribute to the GDP, it has become their job to work for
the society and give back what they have taken from the people and the planet. ... Show more
Thus, this project studies the requirement of CSR in fashion/lifestyle industry and its effects on the
Indian fashion consumers. Most of the consumers today are concerned about the environmental
issues but is it possible for these customers to be fashionable and environment friendly at the same
time?
Research Methodology
Behavior of different class of customers has been studied. The survey was done with the help of
questionnaires and semi–structured interviews with the customers of Fabindia, Body Shop, Nike,
Benetton and Marks & Spencer. For collection of secondary data, various books, journals,
papers and articles were referred.
Findings
The research showed that, CSR of fashion brands mostly affect higher income group of customers
who are educated, working and concerned to environment and society but not necessarily. All the
customers of brands are concerned towards the society but there is a lot of difference in being
concerned and having positive response to green apparels/products in fashion consumers. Customers
tend to buy other products related to CSR but not the fashion products. Their attitude changed when

they got to know about the CSR activities of their preferred brands but there is no change in their
buying behavior of the fashion products as compared to other products.
Recommendations
For these results, it is recommended, CSR should be adopted by all fashion/lifestyle brands, whether
as core business value

Benetton Advertising Strategy Analysis
In 2011 fashion powerhouse United Colours of Benetton (Benetton) launched a worldwide
campaign, in an attempt to tackle the cultural hatreds that has permeated the globe. Under the name
UnHate; Benetton embarked on an advertising strategy that would later prove to create un–
paralelled discourses that would ripple through continents from the White House in USA to The
Vatican in Italy. The campaigns' impact across the globe centered largely on it's choice of
unconventional advertising methods; utilizing often controversial imagery, which lead to consumer
and industry reactions bordering 'uproar' around the Ponzano Veneto Company. Benetton then, and
now continues to argue that "hatred comes in many forms" and views fashion as a global medium, ...
Show more content on Helpwriting.net ...
The Group has a consolidated identity comprised of colour, authentic fashion, quality at democratic
prices and passion for its work: these values are reflected in the the strong, dynamic personality of
the brands United Colors of Benetton and Sisley. Communication Benetton's 'universal
communication has accompanied the Group's global expansion. In comparison to Benettons
competitors who's marketing strategies generally advocate adapting their advertising to suit different
areas when exporting; , Benetton, on the contrary adopts a single, universal message that can be
understood by all consumers in the face of the numerous differences and diversities that exist in
consumers across the globe Social Commitment One of the cornerstones of Bennetons vision is to
ensure economic growth is sustained along with certain key overiding influences, such as social
commitment, competitiveness, care for the environment, business and ethics. The people – their
moral values, daily input and desire to look to the future and be the best – are central to every plan
the Group makes and action it

A Message Without Words Essay
Select one (1) of the picture ads from the Benetton advertisement images document, located in the
online course shell. Assume you are the project lead at Benetton. You and your team are tasked with
revitalizing a social conscious campaign to address a world issue Benetton wants to draw attention
to. Craft a message for this image and its appeal to the public on behalf of Benetton. The message
selected for revitalizing a social conscious campaign to address a world issue that Benetton wants to
draw attention to is, adoption and racial tolerance. Benetton wants people to realize that many
children go without a real home or parents to love them and never get a real chance at childhood.
They may have to live in orphanages, group homes or ... Show more content on Helpwriting.net ...
For these reasons, Benetton has decided to support this cause and use their bold, controversial ad
campaign and social media network tools, to draw attention to such a worthy cause. Benetton also
likes to stir controversy and believes that through this campaign they can address that adoption
should be colorblind. This is the reason for this particular image to be
used. It is strong and quite an attention getter.
We want to use marketing techniques to reach single, young men and women, as well as, couples.
The marketing campaign will need to work well and be effective enough to reach singles and
couples, who want a baby and are unable to have one or want to add to their existing families.
Because this campaign is for a nonprofit, instead of selling a product, we will be trying to get people
to take action. We must translate the concepts of for–profit marketing for financial reward to
nonprofit marketing or "social marketing". "Social marketing is defined as using marketing concepts
and techniques to achieve specific behavioral goals for social good" (Miller, 2010).
This researcher believes that a marketing plan really is a set of questions that once answered reveal
the actual integrated marketing communications package. The marketing plan is a made up of topics
and then the questions to address each topic. The elements of our marketing plan are as follows:
1. Marketing Goals – in this phase we define what we need to do or want to

Gender Roles
For decades' women have been fighting for their equal rights in every aspect of their life. It refers to
a lot of ideas, methodologies which focus towards support for all kind of gender and sex equality for
women. In the past women have been criticized in every field of work just for their gender, but the
time is changing now and people are changing with it. Women wants their half of what they deserve,
they have been overpowered for far too long now. There is no denial to that women are still
struggling to takes their place as equals in the society and this world is not going to be a better place
until women and men are treated as equal. United Color of Benetton posted a one–minute short ad
just before International Women's ... Show more content on Helpwriting.net ...
It is belief that in Indian wedding groom is supposed to carry a sword with him, the reason behind
this ritual is that men were considered the provider of the house, he was considered as the protector
of the family and the key word which is perfectly suited for this portrayal is gender roles which
means the roles and behaviors considered culturally appropriate for women and men. This belief of
sword carried by only groom was completely contradicted in this video when both bride and groom
were holding swords in their hand portraying that both are the protectors of the family and both
should treat each other equally for a successful marriage. Another thing that caught my attention
from the video is that there was a couple eating in a restaurant and after their meal when the waiter
brought the bill he went straight to the guy and expected him to pay, because there has always been
this belief that men pays whenever they go out on a date just because they are men this a perfect
example of sexism. In the video she is the one who pays her half as the voiceover says "Our half of
the give". By this interpretation they want to convey the message that women are independent, self–
reliant and can take care of themselves. Another key word that relates to this video is comparable
worth which means a method of evaluating jobs that are

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