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Globalization in business
Globalization in business
Globalization in business
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Luciano Benetton
1.1 Historique
1935 : Naissance de Luciano Benetton
1955 : Ouverture de son premier atelier avec sa sœur Giuliana. L’idée repose sur l’utilisation des couleurs et des vêtements plus ‘jeunes’. La marque s’appelle ‘Très jolie’.
1963 : Arrivée de son frère, Gilberto, pour s’occuper des finances
Années 60 :
- Découverte du procédé pour teindre les pulls après confection et décollage de la marque
- Construction d’une usine rapidement trop petite
1964 : Succès de la boutique ouverte par Piero Marchiorello.
1965 : Ouverture d’un second magasin à Cortina d’Ampezzo, le système Benetton prend forme.
1969 : 500 points de vente en Italie, premier magasin à Paris
1983 : Recrutement d’Aldo Palmeri, début de la mutation de l’entreprise jusqu’ici très familiale
1986 : Entrée à la bourse de Milan puis sur cinq autres places financières.
1989 : Prises de participation diverses et nouveaux types de produits
1.2 La position de Benetton en 1994
En 1994, le marché du textile représente 250 Md$ dans l’UE et emploie 2,5 millions de personnes. L’Allemagne, la France et l’Italie sont les plus gros producteurs et le marché est très fragmenté.
Le groupe Benetton est les leaders de l’habillement en Europe avec un CA de 1,74 Md$ et un résultat net de 131 M$.
La croissance est au rendez vous avec une augmentation des ventes de 12,7% en Europe et 36% à l’extérieur de l’UE.
Le groupe Benetton gère trois marques principales :
- United Colors of Benetton : 60,8% du CA
- 012 United Colors of Benetton : 18,5% du CA
- Sisley : 11,8% du CA
En incluant tous les produits dérivés, le CA consolidé de Benetton monde est de 6,2 Md$ en 1994.
1.3 Succès et concurrence
Le succès de Benetton semble résider dans son positionnement de départ ( des habits colorés que n’importe qui peut porter) et dans son fonctionnement (que nous développerons dans la suite). Elle peut ainsi se targuer d’être la seule marque résolument internationale.
Cependant, même s’il n’existe pas de concurrents de sa dimension, l’entreprise a à affronter des marques nationales fortes dans chaque pays (Kookaï en France, Gap aux USA) qui ont de forts désirs d’expansion.
2. Le système de production
Le système mis en place par la famille Benetton est assez étonnant. Ils font en effet appel à plus de 500 sous-traitants ! Ils représentent 70% du processus de production et près de 30% de l’ensemble des coûts. Ces sous-traitants sont souvent de petites entreprises travaillent exclusivement avec Benetton, ce qui permet au groupe de réduire ses propres charges et d’avoir une souplesse et une flexibilité enviée.
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