Answer to Question #345487 in Management for sarkar

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 on the marketing strategies. Products were redesigned keeping in view the physical differences among various contries customers. Regional flavours were added in product features and communication specially when more than 50% business 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