Ducati Harvard Case Essay

1074 WordsOct 20, 20145 Pages
1. Positioning Analysis pre- and post-turnaround 1A. Positioning and Rivalry. Exhibit 4 of the case shows a positioning map with two dimensions of strategic emphasis, and various customer segments along those dimenions. In the diagram below, show the positions of the major firms in the industry as described in the case. For Ducati, draw its position prior to the turnaround. You may show multiple positions for different models of a single firm, if applicable. Add a brief paragraph to explain your graph, and answer the following: how intense is rivalry in the motorcycle industry? Which firm do you think is Ducati’s closest rival prior to the turnaround? (Note: “performance” refers to racing performance, hence there is a trade-off with comfort. “function” refers to emphasis on tangible aspects of the bike, “lifestyle” on intangibles – again, a trade-off is assumed). [pic] Add a brief paragraph to explain your graph, and answer the following: how intense is rivalry in the motorcycle industry? Which firm do you think is Ducati’s closest rival prior to the turnaround? Why? Rivalry is highly intense within the industry due to many lage companies within the industry participating in many of the same niche market segments. Ex: Off-road: Japanese manufacturers, KTM, BMW, Huskvarna, Cruisers: Harley-Davidson, Honda, Yamaha, Suzuki, Kawasaki, BMW Touring: BMW, Harley-Davidson, Honda Sport: Ducati, Japanese companies, BMW, Triumph, Harley-Davidson BMW would be Ducati’s closest rival due to their dedication to innovation and performance, a functional area that Ducati also specializes in, but BMW arguably does it better due to available capital and a pedigree of success. 1B. Re-draw the positioning diagram above to show Ducati’s new position after the turnaround. Write a paragraph to explain any changes in the diagram. Has the

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