Benetton Case Study 1. Executive Summary Benetton has a unique supply chain which (a) synthesizes its own operations with those of agents and subcontractors in a way which (b) provides remarkable synergy within the Benetton network while (c) ensuring synchronization among the various constituents of the supply chain. Process map and postponement strategies of Benetton are placed at Annexure 3 However, market conditions in Europe is now forcing the company to tap hitherto untapped markets such as the US. The choice for the company is (i) Developing a new plant in the US with a new dyeing facilities and warehouse; or (ii) Developing a new warehouse to stock finished goods shipped from Ponzano; or (iii) Directly distributing to US retail sites from Europe by air freight or shipping. Furthermore, in terms of retail, the company needs to decide whether (i) it should follow the same retail chain model as in Europe viz use agents to build and control retail network which either grows organically or starts with "lead stores" initially and then blanket the area with numerous store......

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