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Case study Benetton started by merc07

Description

Posted by merc07 in category: Initial Ideas
In dieser Fallstudie werden die nächsten Punkte erwähnt und beschrieben:

1; Historischer Hintergrund
2; Fast Fashion Industrie
3; Supply Chain Management bei Zara, H&M und Benetton
4; Supply Chain Management von Benetton
5; Benetton heute
6; Schlussfolgerung
On May 31, 2012, after 36 years on the Milan Stock Exchange, Benetton was officially delisted and taken private by Edizione, the Benetton family's holding company. Since 2000, Benetton shareholders had seen its market value fall from $4.3 billion to $720 million at the end of 2011. 
At $2.6 billion, Benetton's sales in 2011 were virtually the same as they were in 2000, but Inditex from Spain, Hennes & Mauritz (H&M) from Sweden and Fast Retailing from Japan had all grown several times larger over the same period. What happened to this global retail giant?
Under the direction of four different CEOs since 2000, Benetton had attempted to move from being an Italian supplier of knitwear with licensed small retailers throughout the world to a vertically integrated global player by tightening management over its supply chain and rolling out directly operated superstores. 
 
These moves helped Benetton gain more control over its operations, but they also ate into its profitability. In 2012, Benetton found itself competing with fashion giants who could respond faster to market trends and deliver comparable clothes at half the cost. With Benetton under private ownership, will the company be able to make the changes required to return the company to its former strength?
 

    Target Group

    Posted by merc07 in category: Initial Ideas
    Briefly describe the characteristics, requirements and preferences of the case study.
    The case method describes real management issues in real companies. Cases are used as a basis for class discussion and give participants the opportunity to take on the roles of key players in actual business situations.
    By engaging students in business conflicts developed from real events, cases immerse students in the challenges they are expected to face. Challenges that require thoughtful analyses with limited or even insufficient information. That require effective responses within ambiguous circumstances or complex economic and political contexts. That, most of all, demand decisive action that must be articulated - and even defended - among other talented, ambitious individuals.
     

      Course Objectives

      Posted by merc07 in category: Initial Ideas
      Unsere Ziele sind:
      Wir  möchten die Firma Benetton und ihren Weg zum Erfolg darstellen.
      Danach anhand Darstellung der Fast Fashion Industrie die Gründe des Erfolgs und die Besonderheiten, die die Firma besitzt beschreiben. Unter den großen Firmen des Zweiges, wie Zara, H&M und Benetton einen Vergleich durchführen und mithilfe denen Benettons eigenartige Merkmale auflisten.  
      Außerdem möchten wir den Grund für den Rückfall des vergagngenen Jahren erleutern und die heutige Lage erklären. 
      When students are presented with a case, they place themselves in the role of the decision maker as they read through the situation and identify the problem they are faced with. The next step is to perform the necessary analysis - examining the causes and considering alternative courses of actions to come to a set of recommendations.
       

        Prerequisites

        Posted by merc07 in category: Initial Ideas
        Describe the prerequisites which you foreseen for the case study
         

          Constraints / Standards

          Posted by merc07 in category: Initial Ideas
          Which discipline / industry standards might have to be considered?

          Unter den 3 großen Fast Fashion Firmen ist Zara der Marktführer, demnach kommt H&M. Benetton vertritt innerhalb dieser Trio die bessere Qualität für etwas höhere Preise. Aber auch in den 4 Stufen der Supply Chain kann man einige Besonderheiten seitens Benetton beobachten: In der Gestaltung sind die Designer auch für Innovationen verantwortlich, während bei den anderen 2 Firmen die Designer mit Mitarbeiter aus anderen Abteilungen zusammenarbeiten. In der Produktion übt der Vorsitz hohe Kontrolle aus und das Färben der Kleidungsstücke folgt nur ganz am Ende der Produktion. Auch in der Verteilung wird große Aufmerksamkeit der Kontrolle gewidmet, sie planen die Einführung von RFID Chips für das Folgen der Lieferungen.  Im Verkauf bevorzugt Benetton die große Verkaufsflächen um das Kauferlebnis zu verstärken. 

           

            Course Objectives

            Posted by merc07 in category: Outline
            Please describe the refined objectives for the case study. This should be in line with module descriptions in the course syllabus.
            This case intends to teach students about the strategic challenges of fast-fashion retailing, which include attention to supply-chain dynamics, design sourcing, and management structure. 
            Students will also discuss the challenges of turning a failing company around once financial performance begins to fall and the difficulty of going beyond the "point of no return.
             

              Learning Outcomes

              Posted by merc07 in category: Outline
              Please describe the learning outcomes.
              Subjects to be covered:
                  Business ownership; Change management; Competitive strategy; Global business; International business; Management; Performance management; Privatization; Problem solving; Restructuring; Retail; Strategy; Teams    
               

                Didactical Concept

                Posted by merc07 in category: Outline
                Please describe the key aspects of the didactical / instructional design
                The case method is a profound educational innovation that presents the greatest challenges confronting leading companies, nonprofits, and government organizations - complete with the constraints and incomplete information found in real business issues - and places the student in the role of the decision maker. There are no simple solutions; yet through the dynamic process of exchanging perspectives, countering and defending points, and building on each other's ideas, students become adept at analyzing issues, exercising judgment, and making difficult decisions
                 

                  Course Plan

                  Posted by merc07 in category: Outline
                  Please create a table which shows the main contents, learning activities as well as potential references (book chapters, papers, ..) and OER to be used for the course development.
                   

                    Course Development

                    Posted by merc07 in category: (Course) Development
                    Finally lets create our resource
                    Please upload your case study material and results here:
                        
                        The following PowerPoint Presentation is the result of a student research work at the BA Eisenach in 2014. The case study was part of the syllabus and examination of the course.
                     http://idea-space.eu:19001/up/85c3d3994823760b03186abb7777d96c.pptx 
                     
                    The following PowerPoint Presentation is the result of a student research work at the DHBW Heilbronn in 2015. The case study was part of the syllabus and examination of the course.
                     http://idea-space.eu:19001/up/2d13be1b82eb749bf44ab554df785613.pptx 
                     
                    The following link shows the PowerPoint presentation of the student research work at the Berufsakademie Eisenach in 2015. The case study was part of the syllabus and examination
                     http://idea-space.eu:19001/up/069aee1e771a3a60eb68b1ac7ce9efcb.pptx 
                     

                      Experiences and Feedback

                      Posted by merc07 in category: Evaluation
                      All users provide their experiences
                       

                        Follow up

                        Posted by merc07 in category: Evaluation
                        The group discusses and agrees on changes which should be made based on the feedback.