· Strengths
1. Customers are brand loyal.
2. Benetton is maintaining healthy company relationship with labors.
3. Financial position of Benetton is somewhat stable.
4. Benetton is maintaining good company relationship with suppliers.
· Weaknesses
1. Benetton needs improvement in reinventing vision, mission and strategic objective and goals.
2. Significant Improvements are needed in marketing management.
3. Improvements are needed in human resource management.
4. Customers have been savvier and look forward for value.
5. Industry is facing fierce competition in the competitor arena.
6. Benetton could not capitalize on the international components.
7. Benetton’s strategic position is weak against competitors.
8. Production systems, processes and procedures need improvements.
· Opportunities
1. Economic conditions in Italy apparently same conducive.
2. Benetton is implementing all the related laws and its articles/classes.
3. Apparently government policies are supportive towards industry.
4. International environment seems consistent in terms of stability.
· Threats
1. In Italy the industries experiences social shifts in terms of seeking out values and having global awareness.
2. Legislations are being passed frequently related to textile industry.
3. Industry subject to technological changes and having a high wonder-ability.
4. Benetton is facing fierce competition in USA, and their counter parts dominating the market in USA.
5. In USA due to cultural diversity customers have different taste preferences and they seek out different values from their transaction.
6. The company is less equipped with new technology.
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