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Case Study
Akshayedit Master subtitle style Click to Subramaniam 62 Nitin G 84 Pratheesh CK 90 Thangaraj V 101 Vinodh H - 105
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Agenda
Benetton - History
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Financials
In particular, the Group generally defended its performance in Italy, which continued to be its principal market accounting for 48% of revenues. The rest of continental Europe accounted for 34% of revenues. In Asia, excellent results were achieved on the Korean market with strong double-digit growth, consolidating 14% of revenues.
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Financials(Contd.)
About half of the Benettons production was sold in the Italian market, Benetton sold its products in 124 countries through 5800 mono-brand stores, 95% of which are in franchising The apparel segment reported 1,947 million in revenues from third parties, representing 95% revenues. The textile segment increased its revenues from third parties by 8 million to 102 million forming 5% of revenues
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Brands of Benetton
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Benetton Brands
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Operations
Designing and Innovations remained with the Headquarters at a Design Center at Ponziano, Italy Designer Group 1- Commercial Aspects of products Designer Group 2 - Fabric Research Designer Group 3 Graphics Customer Preferences
Design data sent to Neutral color fabric Cut unstitched fabric garment cutters taking clues from fashion shows cut using design sent to contractors Top Designers prototypes CAD, Computer aided garment cutting & Assembly, Designs stored in a Video Format
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Technically intensive processes such as design retained in-house Labor Intensive processes were outsourced Close relationships with contractors and hence coordination was smooth Employees encouraged to be contractors Contractors received planning support, technical assistance, financial assistance and hence there was high flexibility and low cost Sub Contractors Contractors collectperformed stitching,return Execution and finishing and ironingChecks Quality material with a of the product Weaving, Cutting, Dyeing, Quality checking were in house specific order number Centralized purchasing, vertical integration to consolidate suppliers and ensure quality
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Till the 80s High Volume and Low Varieties Advanced production plant in 1986 AT CASTRETTE, ITALY
Automatic sorting system, can sort 130 million garments for 5000 outlets System sorted, packed into boxes and sent to distribution through a tunnel (1km long)
Distribution
Can handle 40000 boxes,6000 consignments per day Garments sent to 5000 outlets globally The DC was highly automated and operated for three shifts Storage area for 250,000 boxes Finished Garments packed, addressed, barcoded and transported using high speed conveyors to the transport area
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Subsidiary, partially or fully owned but directly managed Subsidiaries principally coordinated the contractors Hungarian subsidiary looked after contractors Model Benetton decides what was Ukraine, in Hungary, Czech Republic, to be produced under each subsidiary The subsidiaries decided and Moldova Romania, Poland, Bulgaria upon the
allocation of the tasks to the contractors Foreign plants specialize in one type of product Items produced in these locations shipped back to Italy and then distributed to final customers
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WIDE
Several problems from freight forwarders and custom brokers Consignments without adequate papers
Retailing
Licensor Licensee relationship Agents obtained licensee from Benetton to sell its products Agents recruit retailers, processing retail orders, selecting retailer locations, training and trend identification Agents Commission 4% of total sales
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Franchisee Operations
No formal agreement No written contract between Benetton and franchisees No license fee or Royalty Supplies were on a No Return Basis Only Benetton products to be sold Follow guidelines on pricing Stores
Third Party direct selling Franchisee stores were very model much small compared to Benettons
Benetton was of the view that more stores will get more advertisement But to repel competition Benetton followed two strategies Provide a wide range in its stores Focus on only one range in small stores
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Material Flow
Retail Store
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Regional Pole
Local Manufacturi ng
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Innovative Products Pull Supply Chain POS data collected from Benetton outlets and Franchisees 4/21/12 4/21/12
Success Factors
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Product Innovation
In the seventies Benetton competitive advantage was based on the use of bright colors
The strategy of Total look was implemented with the introduction of products such as shoes, spectacles, perfumes, watches and jewelry 4/21/12 4/21/12
Process Innovation
In traditional approach, knitting is followed by dying. Knitting takes a longer time than dying and therefore requires maintenance of high inventory levels. Out of stock in popular colors and huge unsold stock of unpopular colors Used the technique of postponement were knitting is done first, dying is done at the end after getting information latest color trends are provided from the retailers. Postponement strategy delayed the decoupling point and increased the efficiency and effectiveness of the supply chain reducing costs through less expensive Inventories and a smaller unsold stock and developing a rapid response to the fashion market.
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Organizational Innovation
Company controlled the whole value chain, Though various activities not organized through an hierarchical control. Benetton decides the prices and is the only client of its sub contractors Established long-term relationships based on cooperation and trust. Sub contractors received assistance from Benetton
Challenges Faced
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Solutions
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Results
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Online Strategies
United Songs of Benetton United Blogs of Benetton Benetton News Store Locator Its My Time A global fashion Community
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Efficient Supply chain in terms of Sourcing & Manufacturing, Retailing Consumer Focus and Right Product Positioning
Even though Benetton vertically integrated the upstream inefficient downstream strategy involving franchises reduced competitive advantage 4/21/12
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Thank You
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