Ducati Case 16

BACKGROUND OF THE STUDY: In the summer of 1996 Frederico Minoli was appointed as the CEO of Ducati in order to lead the company into a new era of profitability and to establish Ducati as a brand to contend with in the sports bicycle segment. In the pay back on with preceding the revolutionary turnaround, the company changed hands a skeleton of time which resulted in a lack of over tout ensemble strategical direction. Ducatis turnaround focused on brand gain which was supported by the reconfiguration of a number of activities ranging from increased qualification in the production process to broadening its customer base. Having close doubled its market share in 2001, Minoli wanted to get new sources of growth. Among others he considered the patrol car market, currently henpecked by Harley Davidson. His goal was to compete directly with Harley Davidson by introducing a cruiser that combined Ducatis high performance locomotive with its accept unique design. The purpo se of this study is to identify the optimal determination about entering cruiser segment for Ducatis future(a) success. This study contains the intentness analysis, an internal strategic analysis, company performance, and conclusion and recommendations A.

INDUSTRY ANALYSIS: Although the number of motorcycle manufacturers has declined by a large number over the last century, competition exists among companies from several(predicate) continents. Currently, all major manufacturers such Harley-Davidson, Honda, BMW, Triumph are from Japan, The U.S., and Europe. The motorcycle industry is segmented into four cat egories: off-road, cruisers, touring and spo! rt bikes, each of them with variant qualities and invest customers. Exhibit: CategoryQualitiesTarget customerLargest player Off-road Bikes salutary ergonomics, Thickly padded seats, gentle shocks, Superior sturdinessKTM, BMW Cruisers BikesBig sized, near riding position, Stylish design & comfortHarley-Davidson Touring BikesEquipped for long ride & greater comfortBMW,...If you want to get a wide-cut essay, order it on our website: BestEssayCheap.com

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