omes the decision of whether to continue its current ad campaigns in the United States despite the risk of loosing more market value or to redesign the campaigns to better suit the US consumer’s frame of mind. As a group, we feel that Benetton needs to rethink its US market strategy to increase its presence, better its reputation, and increase its market value. In order to do this, we have come up with some consumer behavior factors that Benetton needs to be aware of and recommendations that they should seriously consider to turn around the US market....
