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Essay / Research Paper Abstract
An 8 page paper that responds to several issues beginning with a short background and history of the company. The writer discusses: how postponement put Benetton ahead of its competition; the new logistics and operations systems after 2004; the dual supply chain; how Benetton regained its competitive position in the industry; future challenges; and recommendations. Bibliography lists 3 sources.
Page Count:
8 pages (~225 words per page)
File: ME12_PGbnttn.rtf
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Unformatted sample text from the term paper:
which was different and appealing to consumers. They sold the sweaters door-to-door. The family launched their Tres Jolie brand in 1956. In 1965, the Benetton Group was established. It was
also in this year, the company opened their first store under the name of My Market. This was a different design than other stores because there were no counters. In
fact it has one room that was used for displaying, selling and sorting their products. The Benettons have come a long way since that first store opened in Italy. They
began global expansion in 1968 with a store in Paris and continued expanding in Europe opening about one store every day in the early 1980s. Their expansion led the family
to establish Benetton International Holding in Luxembourg in 1985. Their factories were located in Italy, France and Scotland. The company has expanded its products and brands over the decades. They
acquired exclusive rights to using the name Sisal, which is a popular French brand. They had already begun expanding their line with velvet trousers, jeans and T-shirts. By the mid-1980s,
Benetton had five labels: 0-12-; Merceria; My Market; Benetton; and Tomato. They were making pullovers, shirts, jeans, and trousers and they had apparel for men, women, children and juniors. They
would later add sportswear and equipment and textiles to their lineup. The company suffered its first loss in 2002. The original founders, the Benetton siblings, announced in 2003 they would
no longer be involved in the daily activities of the company. One of the steps in manufacturing apparel is dying. Benetton began by dying the yarn in the colors
that had been ordered by stores. The colored yarn was used to knit the garments. When the garments were completed, they were stored until it was time to ship to
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