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Case Intro: Ducati

Only for today: Please sit with your team!

Ducati
AGENDA
A. The Motorcycle Manufacturing Industry B. Minoli’s Turnaround Plan

C. Future Opportunities: Growth and Innovation

Evolution of Ducati Motorcycles
Cucciolo (1946)

Evolution of Ducati Motorcycles
Monster 848 (2008)

View: http://www.youtube.com/watch?v=EeP0_aLvc0I

Segments of the Motorcycle Industry
Sport
Off Road Cruiser Touring
HyperSport SuperSport SportTouring Naked

Ducati
Other Japanese

Suzuki

Kawasaki Yamaha

Honda Triumph Harley-Davidson BMW
Source: Ducati Case, HBSP 9-701-132

Motorcycle Customers: A Market Map
Performance
Knee down riders

Hot rodders /
Fast riders Urban riders

Function
Weekend cruisers Highway lovers Easy riders

Lifestyle

Comfort
Source: Ducati Case, HBSP 9-701-132

Rivals in the Motorcycle Industry (2000)
Rev Ducati
Other Japanese $357 M

Units Sold
39,087

Main Segment
sports sports (together 57% market share)

Avg Price

US Price Range Low
$6,150

# High Models

Other

$21,895 21 (1997)

Suzuki Kawasaki Yamaha
5.4 M (largest)

$7,600 $8,450 $10,200 $9,300 $4,999 $18,999 23 15

Honda

> 500 cc
naked-sports

Triumph
HarleyDavidson
$2.2 B

30,000
204, 500

$9,500
$14,350

$7,000
$5,595

$12,000
$20,360

9
23

Popular via 50’s movie Largest (640K) owners gr. HD acq in 1998

cruisers > 650 cc
naked-sports
touring (now also cruising)

Buell
BMW

10,200
12,000

$14,500

$8,100

$19,600

11

160 Dealers

Source: Ducati Case, HBSP 9-701-132

A) The Industry (1996-2000)

What makes the motorcycle manufacturing industry so attractive?

Attractive Traits of the Motorcycle Industry (1996-2000)


Multiple suppliers for modularized inputs; Effective use of outsourcing to specialized suppliers in the Bologna “Engine Technology District”
Buyers may range in price sensitivity but are loyal to brands. Alternate form of...

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"Strategy Notes". Anti Essays. 25 Jun. 2018

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Strategy Notes. Anti Essays. Retrieved June 25, 2018, from the World Wide Web: https://www.antiessays.com/free-essays/Strategy-Notes-216292.html