PRESENTED BY :

BIDHAN PRADHANPRESENTED TO :

Dr. PRITI VERMA

IND

EX

• Introduction

• Industry analysis

• Competitors

• SWOT analysis

• Segmentation, Targeting and Positioning

(STP)

• 4 p’s Strategy

HISTORY

• Ferrucio Lamborghini, was also the founder of Lamborghini Trattori(which was one of the pioneer manufacturers of agricultural equipments).

• He founded Automobili Lamborghini to make high-end sports car in the year 1963 after being dismissed by Enzo Ferrari.

HISTORY (CONT.)

• The company entered bankruptcy in 1978, and the Italian courts took control.

• 1987, Chrysler Corporation took control of Nuova Automobili Ferruccio Lamborghini S.P.A., paying US $ 25.2 million and again sold it to Malaysian Investment group “Mycom Setdco” and later to Indonesian group “V” power corporation”.

• 1998–2007 - Reorganization, Murciélago, and Gallardo

• The new chairman of Volkswagen AG, Ferdinand Piëch, grandson of Volkswagen's founder, Ferdinand Porsche, went on a buying spree through 1998, purchasing Bentley, Bugatti and Lamborghini. Volkswagen subsidiary AUDI AG acquired Lamborghini in September 1998 for around US $ 110 million.

INDUSTRY ANALYSIS

• Year Founded – 1963,, 30 October.

• Based in Sant'Agata Bolognese, Italy.

• 831 employees producing 2,000 plus vehicles.

• Annual Revenue - $ 693.445 million plus

• Profit - €57.184 million (2010) , €75 million (2011)

• Total Equity - €933.213 million (2010, €837 million (2011),

• PRESIDENT & CEO : STEPHAN WINKELMANN

COMPETITORS :

• FERRARI

• BUGATTI

• KOENIGSIGG

• ROLLS ROYCE

• PORSCHE

• BMW

Price : $ 1.5 million plus

Top speed : 350 km/hr, 200 mph

1929 (1947)

Maranello, Italy

€ 2.3 billion (2013)

FERRARI

LAMBORGINI

Price : $ 2 million (plus)

Top speed : 410 km/hr , 263 mph

1909 (1969)

French

GermanRefunct. 2010

1994

IRAQ

Top Speed : 389 km/hr , 200 mph

Price : $ 1.2 million above

Price : $ 600,000 plus

High end Luxurious

1906 (1973)

1939

Germany

1928

MUNICH

SWOT ANALYSIS

STRENGTH :• It is specially famous for its exquisite design and its irresistible looks worldwide .

STRENGTH :• It is highly appreciated and demanded by superior rich and famous people

who desired to have a super sports car.

For example : Multi millionaire, Billionaire, World Reknowned Artists,

Sultans, Reknowned Footballers, etc.

STRENGTH :• It has been known for superior handling & high speed performance.

• Adds a value to your lifestyle and profile with utmost satisfaction.

• Innovating new and exclusive designs/models in every 2 years with more high

end concepts.

• Beast with a beauty.

• Established the standard of a mid-rear engine for sports cars & super sports

cars.

• Brand name.

Weakness

• Fuel consumption is too high.

• Maintenance charge is too high and specific repair

regional shops.

• Price is too high, and not affordable by everyone.

OPPORTUNITY

• To increase customer relations events & activities which will showcase and

enhance the ownership experience.

• To increase the global reach as currently it has been restricted to a few regions.

• To do away with the regional quota system & sell on the basis of demand, it was

seen that when they launched their models in India – the demand far exceeded

the supply.

THREATS• The threat is the niche regional players & custom modifiers who have the

regional presence & ability to make a car to exact taste of the buyer.

• Government policies against high fuel consumption.

SEGMENTATION, TARGETING & POSITIONING

SEGMENTATION – The higher and the supreme class of the society or people.

For example : Multi millionaire, Billionaire, World Reknowned Artists, Sultans, Reknowned Footballers, etc.

TARGETING – The rich, affluent and wealthy from the urban, whose incomes generate $ 10 million above p.a.

POSITIONING - Premium Super sports car for people who want superior performance.

4p’s Strategy

PRODUCT

• Innovative new Designs

SESTO ELEMENTO, 2013

$ 1million - $ 3.5 million

PRICE

PROMOTION

• International events.

• Sponsorship.

• Press release.

• New model Launch party.

• Paper Ads.

• Manufacture in Italy.

• Supply American market and economically developed countries.

• Embrace Italian values and expectation.

• International market, worldwide distribution and franchise.

PLACE