Mexico calzado 2010

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 SuperiorInfomatica 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 toenable 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 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 3.1.3SCOR 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 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 RETAILING4.4.4.1 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
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4 5 6 7 8 9

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 4.6.1POSSIBILITIES FOR FAILURE 19 4.7 OPPORTUNITIES 20 CHAPTER 5: BENETTON CASE STUDY 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 DEVELOPMENTS35 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

53 53 55 56 58 58 59 60 61 62 64 64 68 71 71 72 72 73 73 73 73 74 75 76 77 78 83 84 85 86 86 87 8788 90 90
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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 5.5.3.3 COMMUNICATION AND ADVERTISING 53 5.5.3.3.1 FABRICA 54 5.5.3.3.2 COLORS 55 5.5.3.4 RETAILING SYSTEM 56 5.6 RISK FACTORS CHAPTER 6 : BUSINESS STRATEGIES 6.1 EFFICIENT CONSUMER...