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.