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Benetton Essay Topics & Paper Examples

United Colors of Benetton

1. Benetton’s business in Italy is reaching market maturity. Benetton’s revenues (billings) from Italy had levelled out due to market saturation, increasing competition, growing amount of imported merchandise and a stagnant economy. It should be noted that majority of the Company’s revenue is generated from Italy. In fact, out of $78 million sales generated by the Company in 1978, 98% of which were from Italy. Time is of the essence, the Management should immediately address this problem otherwise Benetton’s future viability and success will be compromised. 2. Objectives to solve the problem ( one sentence each) a. Benetton should undertake to maintain its current market position and/or secure its current market share in the Italian market through product and system…