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 ripen preceding the revolutionary turnaround, the company changed hands a direct of time which resulted in a lack of over only strategic direction. Ducatis turnaround focused on brand class which was supported by the reconfiguration of a number of activities ranging from increased efficiency in the production process to broadening its customer base. Having nearly doubled its market share in 2001, Minoli wanted to call for new sources of growth. Among others he considered the patrol car market, currently dominate by Harley Davidson. His goal was to compete directly with Harley Davidson by introducing a cruiser that combined Ducatis high performance locomotive engine with its accept unique design. The purpose of this stud y is to identify the optimum determination about entering cruiser segment for Ducatis future(a) success. This study contains the patience analysis, an internal strategic analysis, company performance, and closing 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 categories: off-road, cruisers, t ouring and sport bikes, each of them with v! ariant qualities and stub customers. Exhibit: CategoryQualitiesTarget customerLargest player Off-road Bikes salutary ergonomics, Thickly padded seats, slow shocks, Superior sturdinessKTM, BMW Cruisers BikesBig sized, near riding position, Stylish design & comfortHarley-Davidson Touring BikesEquipped for agelong ride & greater comfortBMW,...If you want to get a undecomposed essay, order it on our website: OrderCustomPaper.com

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