Benetton

Benetton’s corporate and competitive strategy is designed to convert resource into customer value. The company is able to achieve this value through innovation in production, information processing and product design. Despite competing in a mature industry with high labor costs, Benetton enjoys rapidly rising sales and profits. Its competitive and corporate strategy enables Benetton to overcome market restraints other companies cannot, a strategy that creates value and relies on innovation. As Smyth (et al) notes: “Benetton achieves this by creating value for all those who deal with it. This includes, first and foremost the customer. The company satisfies suppliers and distributors who are often neglected” (2). Benetton’s competitive strategy enables it to manage the value-added network (links with manufacturers, retailers, suppliers and distributors) in an effective and integrat

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Approximate Word count = 1132
Approximate Pages = 5 (250 words per page)

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