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Logistics and Supply Chain Management - Coursework Example
Author : qmedhurst
Pages 25 (6275 words)
This document deals with the supply chain management practices of the fast fashion industry. The supply chain management of this industry have been analysed with the help of two case studies - H&M and Benetton. The document starts with the introduction of both the cases given for evaluation…
A critical analysis and comparison of the supply chain networks of both the companies is done using the case studies provided to us. The analysis of the two cases has been done in line with the literature review. The final part of the document deals with two more companies in the fast fashion industry and compares their supply chain strategies with the strategies of H&M and Benetton whose case has been provided to us. The analysis of the two case studies provides us with an insight in to the importance of supply chain for the success of a firm. Supply chain is no longer considered just another element but is considered by many firms to be as important as marketing. It can drastically reduce the cost of the firm and give a strong competitive advantage to the firm which is hard and difficult to duplicate.
Benetton was established in Italy in 1965.It has it presence in 120 countires.12 of its 18 factories are located in Italy. It sells its good through a network of 6500 retailers. It's positioning in the international market is that the company sells good quality garments which are moderately priced. With the analysis of the case we will critically analyse how Benetton has increased its supply chain by utilizing the "Dual Supply Chain" system. We will see how this system takes advantages of both the push and pull factors of the supply chain and increases the performance objectives for the company.
H & M ...