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CASE STUDY Building The Benetton System Werner KetelhoehnBenetton having been around since 1965 has had some massive changes and events to respond to and so I feel that a timeline of the events since the company was founded to be of significant use1960s Development of Lucianos competitive advantage discussed later1965 -Benetton was founded and the first factory was opened in Ponzano1966 -Widening of the existing company-subcontractor relationship1968 -First Italian store opened in Belluno1969 -First foreign shop opened in Paris1970s The Benetton Group expansion to represent a family of brands which include 012 Sisley and Jeans West1970 -Hasten expansion by building upon the partnership system developed in Italy1972 -Revolutionary production system concerning garment dyeing discussed later1975 -Benetton logo becomes a well known retail symbol and their product range is expanded to include the 30 age group1980s The growth strategy of Benetton was based around the acquisition of subcontractors and raw material suppliers1983 -Advertising and sponsorship campaign in preparation for the global launch1985 -Marketing of childrens stationary with the Benetton logo on the product1986 -Marketing of Benetton watches1988 -Franchisees can now select from a choice of 12 shop layouts Benetton now have 5000 shops around the world and there are plans being made to make Rocky Mount NC the distribution facility for the US market1989 -Benetton have a total of 80 agents internally known as CenturioniOne thing became apparent whilst reading through the case which is the number of things that Benetton do which are seen to be unique to themselvesTake first and foremost right from the outset when Guiliana began to use her knitting talents producing bold bright coloured sweaters that were revolutionary at that time The quote I should refer you to here is the one from page 2 of the case what Luciano and Guiliana have invented was a pullover for a season or a year not a traditional pullover for life Even before officially forming the company Benetton was going against the norm
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