Answer to Question #335715 in Management for neha

Question

. In early 2000, “United Colors of Benetton”, The Italian Casual Wear Brand decided to restore it’s lost sales through a shift in strategy. They decided to allow the country managers to adapt the product offers and rework the marketing strategies. Products were redesigned keeping in view the physical differences among various countries' customers. Regional flavours were added in product features and communication, especially when more than 50% businesses started coming from emerging markets.

a. How does the Brand “United Colors of Benetton” demonstrate the Globalisation of markets?

b. Do you think that this strategy is appropriate for emerging markets?