Benetton - Speech or Presentation Example

Demographic and Technological Analysis of Benetton Group Demographic and Technological Analysis of Benetton Group Demographic As Anijar and DaoJensen (2005) put it, Benetton has been known to be a representation of world peace, colourful sportswear, an open-minded attitude towards critical social aspects, multiculturalism, and racial unity. The manner in which Benetton Group is known among the population of its customers has largely been through a chain of advertising drives since 1984 with what was termed as the All the Colors of the World (Rectanus, 2002).

Thus, Benetton’s analysis shows a diverse establishment in its customer’s age group comprising of young people. The customer niche is evidenced by the advertisements that it makes up. For example that of children working in developing nations at a construction location. The young people constitute a large part of Benetton’s group of customers. As the company foresees, young people have a major amount of income that they are ready to spend on its products. Thus, they have been termed as the generation “X.

” (Rectanus, 2002). The generation is made up of persons between the ages of 16 and 27 (Rectanus, 2002). The reason being they are more connected with the media, which Benetton uses to sell its products. They also have the sense aspect of style that comes with most of its products. This generation also makes up the youth, ages 10 to 24. It is worthy to note that the youth make up 29 % and 19 % of the population in developing and developed countries respectively (Mueller, 2011). Hence, majority of its youth customers are in the middle social class in developed and developing nations.

The amount of income that is generated from the youth is considerable bearing in mind the youth in the world are said to have the ability to spend US $100 billion. Thus its sales amount to more than $2 billion from the youth (Information Resources Management Association, 1994). TechnologicalIn order to get to maximally market its products to the youth, it has to ensure its technological features are strong as the youth are becoming more and more reliant on technology. Hence, it has to be a step ahead technologically.

Benetton utilises computer facilities of high technology to design and cut the attire it produces. The machines it uses are connected to the micro-computers that use the CAD-CAM software. The company has what is normally termed as the Benetton system. The system ensures that there is an intricate network in place for quick product delivery to shops around the globe. The system made up of the information systems and the company is run as whole from the company; hence, the company is known as a vertically de-integrated company (Information Resources Management Association, 1994).

The company has an Electronic Data Interchange (EDI) technology to facilitate faster flow of information from its customers and vice-versa. The technology has enabled it to boost the direct transfer of information among its agent linkages that stand for around 5000 retail shops. It has been praised for helping the company give the market what it needs on a timely basis. The EDI technology ensures that the distribution of its product is in a way automated (Zottola, 1990). ReferencesAnijar, K. & DaoJensen, T. eds., 2005.

Culture and the Condom. New York: Peter Lang.Information Resources Management Association, 1994. Managing Social and Economic Change with Information Technology. Harrisburg: Idea Group Inc (IGI).Mueller, B., 2011. Dynamics of International Advertising: Theoretical and Practical Perspectives. New York: Peter Lang.Rectanus, M. W., 2002. Culture Incorporated: Museums, Artists, and Corporate Sponsorships. Minnesota: U of Minnesota Press.Zottola, L., 1990. The united systems of Benetton: Decentralized clothier uses international EDI network to sew clients together.

In: Computer world. s.l.:IDG Enterprise, p. 70.