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 company because of its strong brand name has the ability and must take advantage of the "opportunities" that are offered. These opportunities include promotion of new products, such as hats, scarves, sunglasses and many others. The internet is an opportunity that most companies try to take advantage of, since it is the easiest way of buying products without any interference including selling personnel, which sometimes can be really annoying. But it has taken into consideration the fact that all companies face "threats". In this case, Benetton has to compete with brand names that have been previously mentioned. These companies may provide to their customers products that fulfill their personalities, while Benetton may not provide to their customers such ability. .
Benetton's "marketing mix" involves what is known to all as the 4p's. The company's products are mainly clothes belonging to the shopping "products", since there purchase is less frequent. Their quality is certainly very high in order to satify customer needs. All customers seek for durability, reliability, and precision. The features of the cloth are a very important aspect of the company's policies.
