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Ducati Case

Ducati Case. Group 9b. Aesthetic values. Judgment: hate it or love it? – What can be overcome? Beauty through senses & feelings Unique sound, Desmodromic Valve, L-twin engine, Tubular trestle frame, Italian style, Longer life span. Symbolic values. Rather intangible

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Ducati Case

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  1. Ducati Case Group 9b

  2. Aesthetic values Judgment: hate it or love it? – What can be overcome? Beauty through senses & feelings Unique sound, Desmodromic Valve, L-twin engine, Tubular trestle frame, Italian style, Longer life span

  3. 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

  4. Strategic capabilities Corporate functions– Management development, Innovation of new strategy R&D – engineers Product design marketing – Brand management, Designs & Marketing plans Sales distribution – Competent Staff & Sufficient resources

  5. Sustainability Superior performance - Quality & Performance Imitation - Culture & Outsourcing

  6. Quality, Dynamic capabilities, JIT, Materials as Needed, Innovation, Market response, Distribution System FAST • Market dominant • expansion, • Different product segments R&D Customer orientation Differentiation BIG BEST BEAUTY Storytelling, Design, Brand, Social meaning, “The World of Ducati”

  7. Cruiser Seg. • Core on light-weight Sport, Racing Motorcycles, •  A new segment with heavy motorcycle maybe not will attract the same type of customers.

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