Benetton’s advertisements have brought a lot of attention with the use of shocking pictures (picture 1), and by that the company is better known for the advertising rather than the clothes it sells. But a very interesting question can be raised; and that is why the company uses such advertisements, and whether the company profits from them

or not? The company’s point of view is that it uses its status to draw attention to the issues. Benetton as a high-share company can be characterized as a “cash cow” in a low growth market. The S.W.O.T analysis of Benetton reveals a very profitable amount. Beginning with the “strengths,” the company has a worldwide name, interesting and peculiar advertisements (picture 2), followed of course with good quality and logical prices for its products. The distribution of the company is quite good, since it provides to the customer shops around the world with highly experienced personnel to perform effectively for the company’s profits. As every company, there are also “weaknesses” here too. For instance, the advertisements that are displayed by the company are most of them shocking or disgusting to customers (picture 3). Also some advertisements confuse the customer who is not aware of the reasons why such ads are displayed (picture 4). Certainly these advertisements tend to impress the customer and nothing more than that. Another important “weakness” is the fact that Benetton due to its strength as a company has a goal to open shops in very rich areas, having to deal with other well-known brand names such as Calvin Klein, Armani, Donna Karen and many other’s of similar “status”. Benetton as a company has to compete these strong brand names that have acquired a large part of the market share, in order to regain profits. The comp

Some topics in this essay:
Donna Karen, , brand names, provide customers, buy products, company worldwide, strong brand, advertisements displayed, company follows, advertisements company, clothes sells, profits company,