Download Motorcycle for the would-be Ferrari driver : Italian, fast and, of course

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.