A[lL Mlshra | Ano[ kumar | lnder[eeL aswan | Plmanshu Chouhan 1 What are the most |mportant e|ements of 8enettons market|ng |og|st|cs manufactur|ng and f|nanc|a| strateg|es? (1]2) Sponsored sporLs evenLs llke 8ugby lormula 1 ConslsLenL message ln Ads llke 8eneLLon All colors ln Lhe world" unlLed Colors of 8eneLLon usage of CCP and rlnL medla for adverLlsemenLs Local AdverLlsemenLs as per Lhe geographles Cpen dlsplays of merchandlse SLandardlzaLlon of shops uslng layouLs and flxLures Lo dlfferenLlaLe Lhemselves from oLhers SLrlcL rlclng pollcy 8oboLlzed Warehouse Merchandlse dlrecLly on dlsplay shelves afLer shlpmenL 8elnvesLmenL of commlsslon ln openlng shops no addlLlonal fee was pald by shops for uslng 8eneLLon's logo no prlce compeLlLlon among shops as lL was flxed aL Lhe facLory / suggesLed prlces was used ln uS CompeLlLlon among shops was based on dlsplay wlndow dlrecLlon 8eneLLon AgenLs Shops Merchandls eaymenLs Show of new CollecLlon Crders Commlsslo ns Show of new CollecLlon Crders Commlsslo ns ,arket|ng Log|st|cs 1 What are the most |mportant e|ements of 8enettons market|ng |og|st|cs manufactur|ng and f|nanc|a| strateg|es? (2]2) kaw mater|a| supp||ers I|n|shed roduct Warehous e 1S0 Lxterna| roduct|on Un|ts Ieans roduct|o n |ant kaw mater|a| supp||ers kaw mater|a| supp||ers Woo| roduct|o n |ant Cotton roduct|o n |ant 200 Lxterna| roduct|on Un|ts Issues w|th subcontractors W mployees as well as offlclals of boLh parLles were famlllar wlLh each oLher's organlzaLlon W 8uL due Lo a number of changes commanded ln orders by 8eneLLon LhaL Loo ln shorL Llme was a cause of concern for conLracLors W 8esLrlcLlon on purchase of machlnery by 8eneLLon on subconLracLors roduct|on phase Inhouse rod () Sourced rod() No of contractor s Degree of Lxc|us|ven ess () kn|tt|ng 1 99 7080 90 Assemb||n g 0 100 100 100 Chem|ca| treatment 2S30 707S 3 100 Dye|ng 100 0 I|n|sh|ng S 9S 20 100 ,anufactur|ng rocess 2 now does |t ga|n advantage over |ts compet|t|on |n Lurope? (1]3) W IerLlcally uelnLegraLed company W unlque model ln whlch agenLs were encouraged Lo open new shops W Cne agency ln arls lrance and anoLher ln new york for resL of world for lLs cootJlooteJ oJvettlsloq wotlJwlJe W use of ,otklll Ceneral lecLrlc lnformaLlon sysLem's Ialue added servlce avallable round Lhe clock ConnecLlon beLween agenLs and flrm W 8oboLlzed warehouse ln osttette Advanced Lechnology employed 2 now does |t ga|n advantage over |ts compet|t|on |n Lurope? (2]3) W Croup lnvesLed ln teloteJ bosloess octlvltles share ln Lhe lloruccl SpA" Mllan based deslgn flrm whlch lL acqulred ln 1981 W Allowed Lhe company Lo undersLand excluslve secLors of uropean fashlon 7 share of CalzaLurlflco dl Iarese" an lLallan shoe manufacLurer boughL ln 1982 W rovlde shoes along wlLh shlrLs and sweaLers 2 now does |t ga|n advantage over |ts compet|t|on |n Lurope? (3]3) W Croup's ulverslflcaLlon Lo otbet 8osloesses share ln nolan norLon lLalla Srl" 7 share ln ln lacLor SpA" W A facLorlng subsldlary wlLh a caplLal sLock of bllllon llre sLake ln Leaslng SpA and llnleaslng lLalla SpA" 2 ln prlvaLe 8ooco Jl 1teoto e 8olzooo 1 sLake ln leaslng companles ln lrance and WesL Cermany run by -ozlooole Jel lovoto lLaly's 8lggesL bank 3 Wh|ch of the |mportant e|ements of strategy and sources of compet|t|ve advantage can be ma|nta|ned |n the US market? (1]2) ConLrary Lo Lhe uropean CperaLlons where Lhe company has seL up enLlre supply chaln neLwork ln Lhe uS Lhe company produced only Lo saLlsfy Lhe local needs and Lhey dldn'L supply all Lhe goods needed Lhere 1o fully uLlllze Lhe opporLunlLy offered by Lhe uS markeL 8eneLLon should esLabllsh a neLwork slmllar Lo LhaL ln lLaly by reLalnlng lLs loglsLlcs and manufacLurlng sLraLegles aL Lhe same Llme Lhey should have a relook aL Lhelr markeLlng sLraLegy as Lhe Amerlcan Consumers have dlfferenL preferences Lhan Lhe uropeans lurLher Lhey should develop a loglsLlcs vlslon whaL 8eneLLon descrlbes as a 36 degree vlslon LhaL ls a compleLe undersLandlng of Lhe sLraLeglc lmporLance of loglsLlcs Lo Lhe enLerprlse 1he focus should be on cusLomer saLlsfacLlon and on how each funcLlonal area can be lnLegraLed Lo dellver LhaL saLlsfacLlon 1he compeLlLlve advanLage for 8eneLLon lles ln lLs ablllLy Lo effecLlvely lnLegraLe Lhe componenLs of Lhe value chaln We should alm Lo acqulre 8eneLLons wlsdom valuaLe Lhe posslblllLy of uslng Lhe concepL of posLponemenL 1hls ls a cosL and rlsk reduclng sLraLegy effecLlvely adopLed by 8eneLLon lncrease reacLlon speed and reduce cycle Llmes 1lme managemenL has been hlghllghLed as one of Lhe key compeLlLlve sLraLegles for Lhe 199s Cycle Llme managemenL ls noL slmply a case of dolng Lhlngs fasLer buL necesslLaLes redeslgnlng operaLlng processes and lf necessary Lhe organlzaLlon rocess revlew can lead Lo shorLer cycle Llmes by changlng from sequenLlal Lo slmulLaneous operaLlons and by reduclng Lhe number of delaylng lnLerfaces 3 Wh|ch of the |mportant e|ements of strategy and sources of compet|t|ve advantage can be ma|nta|ned |n the US market? (2]2) uevelop a clear undersLandlng of Lhe dlsLrlbuLlon channels of whlch Lhe organlzaLlon ls parL 8eneLLons analysls led Lo a channel deslgn lnvolvlng llcensed reLall sLores and Lhe abollLlon of all Lhe lnLermedlarles Lyplcally found ln Lhe garmenL Lrade uevelop a cusLomerorlenLed manufacLurlng process one whlch ls flexlble and responslve Lo cusLomer demand undersLandLhe cusLomers LoLal need 1he 8eneLLon producL ls clearly more Lhan [usL Lhe garmenL ueLermlne Lhe rlghL blend of lnhouse compeLences and ouLsourclng use approprlaLe Lechnologles Lo measure cusLomer demand develop fasL response Llmes flexlblllLy and responslveness Lo Lhe markeL 8eneLLon provldes us wlLh an example of an organlzaLlon whlch has Lruly grasped Lhe meanlng of lnLegraLed loglsLlcs across naLlonal boundarles 8eneLLon has creaLed for lLself a borderless world lL has llnked 18 raw maLerlal suppllers 4 manufacLurers and 6 reLallers Lo dellver 6 mllllon garmenLs a year Lo saLlsfled cusLomers ln 83 counLrles 1o Lhe consumer Lhe 8eneLLon producL may be a fashlonable look buL Lhe real 8eneLLon producL ls noLhlng less Lhan lnLegraLed loglsLlcs AparL from Make or 8uy lL should explolL Lhe Ally opLlon wlLh Lhe subconLracLors Cwnlng sLake ln Lhemand lnLegraLlng wlLh company MlS would deflnlLely glve 8eneLLon an edge over compeLlLors 8eneLLon should have excluslve 8eneLLon sLores ln uS and lL should bulld momenLum on Lhem lnsLead of Lleup wlLh deparLmenLal sLore llke Macy's where Lhey own small bouLlques loose Lhelr excluslvlLy and Lhe prlces of Lhelr slowmovlng lLems are marked down Wou|d you |ntroduce 8enetton to US |n 1982 es lL ls suggesLed Lo enLer Lhe uS markeL W 1he company's growLh ls urope ls sLalllng and lL needs Lo be ln oLher markeLs ln order Lo conLlnue Lhe hlsLorlcal growLh W As mosL of Lhe sLyllng or deslgn manufacLurlng(around 8) LoglsLlcs ulsLrlbuLlon acLlvlLles was done ouLslde Lhe company Lhe CAO cosL would be subsLanLlally low W And Lhe opporLunlLy offered by uS markeL ls myrlad and besL sulLed for 8eneLLon W Pavlng markeL presence ln uS would help ln lnfluenclng markeLs ln oLher counLrles llke !apan