Course Project Week 2 Assign. Marxer

Course Project Week 2 Assign. Marxer - construction of...

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Emily Marxer Prof. Davis Week 2 Assignment Course Project: United Colors Of Benetton For my course project, I have decided to use United Colors of Benetton. As I used to work there and have a good amount of knowledge about the company, I think they would be a great choice. The company's core business remains their clothing lines. Casual clothing is marketed as the "United Colors of Benetton"; there is also a fashion- oriented "Sisley" division, and "Playlife" leisurewear. Their products include womenswear, menswear, childrenswear and underwear and they have expanded into toiletries, perfumes, and items for the home such as kitchen accessories and baby products. In addition, UCB (United Colors of Benetton) has been praised many times over again for being a leader in diversity in their marketing campaigns. They have also been acknowledged as a company with great social responsibility because they outsource the
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Unformatted text preview: construction of garments to countries all over the world and largely in Europe to stay away from “cheap” labor in the Asian countries. All totaled, UCB is present in over 120 countries. However, common knowledge is that UCB has seen a dramatic decrease of significance in the United States over the last 20 years. It used to be a very popular store for sweaters and now has been decreased to middle-aged women and a few anomalies of twentysomethings that can recall the UCB brand. For my diversity audit, I will conduct an interview with a UCB manager, and primarily use written articles and book sources since UCB is a very well documented company, especially in regards to diversity. Since I fly often, I will use that opportunity to take a peek into the stores in different areas of the country and find out if they are as diverse as they say just by having a snapshot of the employees....
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This note was uploaded on 09/26/2010 for the course MRKT MRKT 522 taught by Professor Luchtel,d during the Summer '10 term at Keller Graduate School of Management.

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