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Download Motorcycle for the would-be Ferrari driver : Italian, fast and, of course
Document related concepts
Ducati Case Group 9b Aesthetic values Judgment: hate it or love it? – What can be overcome? Beauty through senses & feelings Unique sound, Desmodromic Valve, L-twin engine, Tubular trestle frame, Italian style, Longer life span Social group of fans & customers Subculture of Motorcycle industry “… Motorcycle for the would-be Ferrari driver : Italian, fast and, of course, red” = belongs to something cool Symbolic values Rather intangible Museum, events, stores, racing, advertising and Ducati owners club development, Innovation of new strategy R&D – engineers Product design marketing – Brand management, Designs & Marketing plans Sales distribution – Competent Staff & Sufficient resources STRATEGIC CAPABILITIES Corporate functions – Management SUSTAINABILITY Superior performance - Quality & Performance Imitation - Culture & Outsourcing Quality, Dynamic capabilities, JIT, Materials as Needed, Innovation, Market response, Distribution System FAST Market dominant expansion, Different product segments R&D BIG BEST Customer orientation Differentiation BEAUTY Storytelling, Design, Brand, Social meaning, “The World of Ducati” Cruiser Seg. Core on light-weight Sport, Racing Motorcycles, A new segment with heavy motorcycle maybe not will attract the same type of customers.