In early 2005, Benetton Apparel Group in Italy developed a new strategic plan to get rid of the market crisis that it suffered in three years. The new leadership decided to increase the investment by 70%, that is, to reach 220 million euros a year. In addition, Benetton has developed a set of pricing policies to attract consumers. Although this practice will reduce Benetton's profitability, it is essential for the development of the market.
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