Abstract
United Colors of Benetton, a major brand of the Benetton Group, is a leading apparels manufacturer and designer based in Treviso, Italy. Its operations are mainly based in the European Union market; however, recent market trends and developments have compelled the company to expand its presence in Asia, especially in the fast-growing Chinese market.
Our project will look at Benetton's operations in Hong Kong, a region usually considered as the ‘gateway' to China due to its close economic and cultural ties to the mainland. Specifically, it will (1) briefly explain Benetton's history and its marketing strategies in the global retail and apparel market; (2) analyze the company's marketing strategies in Hong Kong by considering marketing mix elements such as product, promotion and customer value; (3) discuss the strengths and weaknesses in implementing these strategies; (4) discuss the major competitive threats posed by a major competitor in the local market and (5) make recommendations for Benetton to improve its existing marketing strengths and curtail its weaknesses.
