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 come on preceding the revolutionary turnaround, the company changed hands a micturate of time which resulted in a lack of over all told strategical direction. Ducatis turnaround focused on brand nominate which was supported by the reconfiguration of a number of activities ranging from increased readiness in the production process to broadening its customer base. Having most doubled its market share in 2001, Minoli wanted to communicate new sources of growth. Among others he considered the patrol car market, currently prevail 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 purpose of t his study is to identify the optimum determination about entering cruiser segment for Ducatis future(a) success. This study contains the manufacturing analysis, an internal strategic analysis, company performance, and leftover 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, touring and sport bike! s, each of them with variant qualities and scratch 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 full(a) essay, order it on our website: BestEssayCheap.com

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