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The elimination of bilateral quotas among WTO members and the rising spending power among affluent consumers offer chances to gain new market portions, both geographically and demographically. The Italian apparel company Benetton Group S.p.A. is an example of a leading market player that can take advantage of the present political and social events thanks to its strong brand image and financials. A strategic marketing plan initially provides an analysis of the current market position of the company and its opportunities for further growth. A series of actions and recommendations are then discussed including a strategic marketing plan, an IMC plan, a pricing strategy, a distribution strategy, a brand-building strategy, a media plan, and a measurement and evaluation plan. This thesis wants to show how important it is for a company to keep a versatile and holistic approach towards market trends, to adapt to fast-paced and constantly evolving environments, and to adopt far-sighted policies as its survival may depend on them.

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Elena Dal Maso, MBA: Studied Business Administration with focus on Marketing at University of Phoenix. Owner of Palladio Language Services, Vicenza, Italy

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