Benetton Group
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1. Preface
The main reason for writing this report is the knowledge that can be attained and the practice in report writing for the future. Another reason is personal; the interest in Benetton Group that I have, is fulfilled. My research for this report has been mainly secondary. I found a lot of information about Benetton Group through the Internet.
2. Table of contents
1. Preface
2. Table of contents
3. Executive summary
4. Introduction
5. Methodology
6. Results/findings
6.1. 4 P’s information
6.2. Financial Statement
7. Conclusion
8. References
3. Executive summary
Benetton was established in 1965 as a partnership by the Benetton family in Ponzano
Veneto, Italy. It was reorganized as a limited liability company in 1978. The Company
adopted the name Benetton Group S.p.A. in a corporate reorganization effective in
December 1985. Prior to June 1986, the Company was wholly owned by the
Benetton family. In June 1986, shareholders affiliated with the Benetton family sold
shares representing approximately 11% of the Ordinary Shares to the public in Europe.
The Benetton family initiated the public offering of such Ordinary Shares in order to
establish a liquid public market for the Companys Ordinary Shares and to facilitate the
Companys access to the international capital markets, with the listing on the Frankfurt
Stock Exchange in October 1988.
In June 1989, Benetton made a public offering of 7,000,000 American Depositary
Shares (“ADS”), each representing the right to receive two Ordinary Shares and listed
the ADSs on the New York Stock Exchange. A public offer of 11,000,000 newly issued
shares was made in a 1994 global offering.
4. Introduction
Luciano, Giuliana, Gilberto and Carlo Benetton, launched the activities of the Benetton
Group in 1965. The company is today present in 120 countries around the world. Its
core business is clothing: a group with a strong Italian character whose style, quality
and passion are clearly seen in its brands, the casual United Colors of Benetton, fashion
oriented Sisley, Playlife leisurewear and Killer Loop streetwear. The Group produces
around 150 million garments every year. Its retail network of 5,000 contemporary
stores around the world, which As of the end of fiscal year 2006 Benetton Group
employees counted 8,894 people of which: 95 are manager, 4,788 white collars, 2,386
workers and 1,625 part-time. offers high quality customer services and generates a
total turnover of over 1.9 billion euro. The development of Benetton’s commercial
organization has been supported by a major program of investment in megastores,
some of which are directly managed by the Group. These stores are characterized by
their large dimensions, their prestigious locations in historic and commercial centers
and by the high level of customer services they offer. The new Benetton megastores
carry complete casual womenswear, menswear, childrenswear and underwear
collections, as well as a wide selection