1.0 Introduction to Organisation
Ducati was established in Italy in 1926 by the Bolognese investors and was primarily involved inthe radio transmission products which were exceptionally popular in the market. The year 1935 brought the urge for the company leadership to open a new factory which was established withan objective to develop a contemporary business centre. By the mid of the 19
30’s, the company
expanded into different markets including Europe, United States, and Australia. The productionof the first motorcycle by the company was initiated in the 1946 at the factory Borgo Panigale bythe name of Cucciolo. Later in 1968, the most admired motorcycles in the market from thecompany was manufactured, Ducati Scrambler. The most remarkable achievement in thecompany history was the Imola 200 miles in 1972 and later in 1988 Ducati won the SuperbikeWorld Championship (Rafferty, 2000).Cagiva Group purchased Ducati in 1983 brining success for the company in racing motorcyclesand following that, in 1993, Ducati produced one of the legendary motorcycles on its product panel, the Ducati Monster. The first motorbike from the company was sold through the internetin 2000. According to British Motorcycle Magazine, the company manufactured its Bike of theYear in 2002 (Chung, 2012). The Superbike 1098 was announced in 2006 as the best design andfollowed in 2007 three more designs were introduced in the market successfully on company profile. The financial position of the company was improved in 2012 exceeding theachievements in the past (Milan, 2012).In the present time, the company is taking into consideration the strategic benefits of being inalliance with Audi which is anticipated to bring more success for Ducati (Siler, 2012). Themission of the company is to build a company which provides the customers with state of the art products and proving the authentic Italian performance for the people supporting the idea of freedom, rebellion and defiance (Falloon, 2011). Under the consideration of enhancing thecompany profitability, a program needed to be implemented mainly to focus on increasing thesales of the products through an extended product portfolio which was restructured toaccommodate the changing trends in motorbike market.