Benetton (Case #31, Notes) Discussion Questions 1. How has Benetton's uniform communications strategy translated into sales and

Question:

Benetton (Case #31, Notes)
Discussion Questions
1. How has Benetton's uniform communications strategy translated into sales and profit in different parts of the world?
2. Does its pricing strategy reflect positively on Benetton's net profit?
3. Should Benetton restructure its and manufacturing network in order to hedge foreign currency fluctuations?
4. Has their communications strategy resulted in Awareness, Interest and Behavior?
5. Should Benetton continue to focus on increasing market share in the U.S. by focusing on department store growth or increasing store expansion? In addition, should it be focusing more on "crisis management" rather than expansion in the aftermath of the death penalty campaign?
6. Should Benetton restructure the communications strategy to incorporate both the two-tiered approach and a more country-tailored positioning strategy?
7. Benetton's advertising budget is only 4 percent of their sales. This is a rather low number, especially considering that most of this budget has been spent on developing their image advertisements. Should Benetton increase their advertising budget, and if so, should more go to traditional clothing and sports equipment advertisements?
Distribution
The word "distribution" has several meanings in the financial world, most of them pertaining to the payment of assets from a fund, account, or individual security to an investor or beneficiary. Retirement account distributions are among the most...