Retail

Topics: Supply chain management, Supply chain, Management Pages: 136 (39724 words) Published: October 20, 2014
Títol : Zara and Benetton: Comparison of two business models Volum: I de I
Alumne:Amalia Paola Palladino
Director/Ponent:Jose M. Cabré Garcia
Departament:Organización de Empresas (OE)
Data: 28 Junio 2010
Data:28 June 2010

DADES DEL PROJECTE
Títol del Projecte: Zara and Benetton : Comparison of two business models

Nom de l'estudiant:Amalia Paola Palladino
Titulació:Ingenieria Superior Infomatica
Crèdits:37,5
Director/Ponent: Jose M. Cabré Garcia
Departament:Organizazión de empresas (OE)

MEMBRES DEL TRIBUNAL
President:Ferran Sabate Garriga,Toma de decisiones y gestión de proyectos empresariales(PDGPE)

Vocal:Francesc Tiñena Salvañà, Compresion de datos e imagen (CDI)

Secretari:Jose M. Cabré Garcia, Empresa y Entorno Economico (EEE)

QUALIFICACIÓ
Qualificació numèrica:
Qualificació descriptiva:

Data:

AKNOWLEDGEMENTS
First of all, I would like to thank Spanish professor Jose Cabré Garcia and Italian professor Massimo Visconti, my supervisors during the dissertation, for their helpfulness. Their academic and personal help was precious throughout this difficult task;

Next, I would like to take this opportunity to thank the people who generously spent time to enable me to complete successfully my dissertation with the best possible result:
My family, who has supported me amazingly all these years, both financially and psychologically. Their love and support kept me going in difficult times. My boyfriend Tomasz for his patience and moral support during my hard times. All my friends met in Barcelona who made my stay wonderful and unforgettable: Bigola, Paride, Fabri, Gabri, Peruzzo, Vinci, Mattew, Ale, Arvin, Philip,… At last, I would like to thank my favorite Spanish friends: Fernando and Leire, who helped me to learn Spanish.

INDEX
CHAPTER 1 : INTRODUCTION

Pag. 8

CHAPTER 2 : PROJECT
2.1 DEFINITION
2.2 MOTIVATION
CHAPTER 3: COMPETITIVE ADVANTAGE IN THE FAST FASHION
3.1 SUPPLY CHAIN
3.1.1 DECISIONS ON THREE LEVELS
3.1.2 DRIVERS OF SUPPLY CHAIN
3.1.3 SCOR
3.1.3.1 METRICS
3.2 SOURCING AND MANUFACTURING
3.2.1 PUSH VS PULL
3.2.2 JIT
3.3 PRODUCT POSITIONING
3.4 CONSUMER FOCUS
3.4.1 QUICK RESPONSE
3.5 RETAILING
3.6 KEY INTERNATIONAL COMPETITORS
CHAPTER 4: ZARA CASE STUDY

3

4
5
6
7
8
9

4.1 ORIGINS
4.2 INTERNATIONAL EXPANSION
4.2.1 MARKET ENTRY
4.3 FINANCIAL DATA
4.4 BUSINESS MODEL
4.4.1 DESIGN
4.4.2 SOURCING AND MANUFACTURING
4.4.3 DISTRIBUTION
4.4.4 RETAILING
4.4.4.1 MERCHANDISING
4.4.4.2 STORES

9
9
10
11
14
16
19
21
23
24
25
25
26
27
29
30
36
36
37
38
41
43
44
45
49
50
51
52
2

10 4.5 THE REASONS FOR SUCCESS
11 4.5.1 VERTICAL INTEGRATION
12 4.5.2 SHORT LEAD TIME
13 4.5.3 INFORMATION TECHNOLOGIES
14 4.5.4 LOWER QUANTITIES AND MORE STYLES
15 4.5.5 TARGET PRICING
16 4.5.6 TARGET MARKET
17 4.6 STRATEGIC DRAWBACKS
18 4.6.1 POSSIBILITIES FOR FAILURE
19 4.7 OPPORTUNITIES
20
CHAPTER 5: BENETTON CASE STUDY

53
53
55
56
58
58
59
60
61
62

21 5.1 HISTORY
22 5.2 FINANCIAL DATA
23 5.3 ITS BRANDS
24 5.3.1 UNITED COLORS OF BENETTON (UCB)
25
5.3.1.1 UCB KIDS
26
5.3.1.2 UNDERCOLORS OF BENETTON
27 5.3.2 SISLEY
28
5.3.2.1 SISLEY YOUNG
29 5.3.3 PLAYLIFE
30 5.4 BENETTON’S MODEL
31 5.4.1 DESIGN
32
5.4.1.1 COLLECTIONS
33
5.4.1.2 R&D
34
5.4.1.2.1 RECENT DEVELOPMENTS
35 5.4.2 PRODUCTION
36
5.4.2.1 OUTSOURCING
37
5.4.2.2 ITALIAN PRODUCTION
38
5.4.4.3 PRODUCTION IN EAST EUROPE AND IN TUNISIA
39
5.4.4.3.1 EAST EUROPE
40
5.4.4.3.2 TUNISIA
41
5.4.4.4 PRODUCTION IN ASIA
42 5.4.3 LOGISTIC AND DISTRIBUTION
43 5.4.4 SALES CHANNELS
44
5.4.4.1 WHOLESALE
45
5.4.4.2 RETAIL

64
68
71
71
72
72
73
73
73
73
74
75
76
77
78
83
84
85
86
86
87
87
88
90
90

64

3

46

5.4.4.2.1 STORES
5.5 SUCCESS FACTORS
47 5.5.1 PRODUCT INNOVATION
48 5.5.2 PROCESS INNOVATION
49 5.5.3 ORGANIZATIONAL INNOVATION
50
5.5.3.1 VERTICAL INTEGRATION
51
5.5.3.2 DUAL SUPPLY CHAIN
52...

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