Ducati Case

Group 9b

Aesthetic values

Judgment: hate it or love it? – What can be over-come? Beauty through senses & feelings

Unique sound, Desmodromic Valve, L-twin engine,Tubular trestle frame, Italian style, Longer life span

Symbolic values

Rather intangible

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

Museum, events, stores, racing, advertising and Ducati owners club

STR

ATE

GIC

CA

PAB

ILIT

IES

Corporate functions – Management de-velopment, Innovation of new strategy

R&D – engineers

Product design marketing – Brand management, Designs & Marketing plans

Sales distribution – Competent Staff & Sufficient resources

SUSTAINABILITY

Superior performance - Quality & Performance

Imitation - Culture & Outsourcing

FAST

BIG BEST

BEAUTY

Market dominantexpansion,

Different product seg-ments

R&D

Customer orientation

Differentiation

Quality, Dynamic capabilities, JIT, Materials as Needed, Innovation, Market response, Distribution System

Storytelling, Design, Brand, Social meaning, “The World of Ducati”

Cruiser Seg.

Core on light-weight Sport, Racing Motorcycles, A new segment with heavy motor-cycle maybe not will attract the same type of customers.