In times of globalisation, engineering progress and extremely aggressive competition as well as continuous growth of dynamic and complexity within business, strategic changes are crucial for organizational surviving. Consequently, organisations have to be permanently harmonized with their environments to react to external developments effectively and to form the business proactively so they are operated in timely.1 As an excellent example for global expansion by successful management of strategy changes, the Benetton Group is classified.
Benetton is an Italian producer of high quality design clothing, which is active since the early 1960s. The company started as a family business and until today, the family of Benetton has the control over the firm. The company is not only famous for its high quality and sophisticated design, as it is known for its advertisement campaigns against racism, discrimination and ine-quality. In the 1980s, the Italian photographer Oliviero Toscani started to work for the Benet-ton Group as the designer for the marketing campaigns. Within several years, the advertise-ments of Benetton were not only about cloths, as the fight against racism and discrimination became almost more important than the clothing itself. The company did even change its name in order to express their fight against inequality in the world, into United Colors of Benetton.2
Major aim of this report is to clarify the essential importance of strategic change management on the basis the successful story of Benetton Group. The report contains several chapters that highlight the strategic changes of the company in the past and in the future, which gives infor-mation about the Benetton Group and shows the strengths and weaknesses of the company in comparison to the market. Thereby, chapter two contains information about the past and future strategic development of the company.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Strategic development of Benetton Group
- Strategic profile of Benetton Group
- Classification of Benetton Group's strategic development
- Strategic change of organizations
- Strategic change
- Strategic change of Benetton Group
- Product-market choices of Benetton Group
- SWOT Analysis of Benetton Group
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report aims to examine the significance of strategic change management through the successful example of the Benetton Group. It analyzes the company's strategic developments, both past and future, highlighting its strengths and weaknesses in relation to the market.
- Strategic development of Benetton Group
- Strategic change management
- Product-market choices and strategies
- SWOT analysis
- Global expansion and brand image
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: Introduces the importance of strategic changes in a globalized business environment and highlights Benetton as a case study for successful global expansion through effective strategy management.
- Strategic development of Benetton Group: Traces the company's strategic evolution from a family-owned business to a global brand, highlighting key milestones like the transition from door-to-door sales to retail outlets, expansion to international markets, and the establishment of a distinctive brand identity.
- Strategic change of organizations: Examines the concept of strategic change within organizations and analyzes the specific strategic changes implemented by Benetton Group over the years, including their impact on the company's growth and development.
- Product-market choices of Benetton Group: Discusses Benetton's product portfolio, the target markets they serve, and the strategic choices they have made to achieve their current market position.
- SWOT Analysis of Benetton Group: Provides a detailed SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of the Benetton Group, identifying their internal capabilities and external challenges, and exploring potential opportunities for future growth.
Schlüsselwörter (Keywords)
This report focuses on strategic change management, global expansion, brand identity, product-market choices, SWOT analysis, and the case study of the Benetton Group. It analyzes the company's strategic developments and highlights the importance of adapting to dynamic and complex business environments.
- Quote paper
- Olga Sokolowski (Author), 2010, International Strategic Leadership: Case study of Benetton Group, Munich, GRIN Verlag, https://www.grin.com/document/168125
