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Duc a Ti

Duc a Ti

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Published by Gohar Pirzada

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Published by: Gohar Pirzada on May 21, 2011
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05/21/2011

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Sikander Ahmad

4604-FMS/MBA/S10 ___________________________________________________________________________________ Ducati should explore the oppurtunity of entering into the cruiser market, in order to fullfill the needs of older, wealthier consumers by using its high technology annd unique design. In 1996 Minoli was appointed as the new CEO of Ducati in order to lead the company into a new era of profitability and to establish Ducati as a brand to struggle with in the sports motorcycle segment. The company changed hands a number of time which resulted in a lack of overall strategic directions. Minoli was faced with a company which was having a team of top engineers, had gained a reputation for average quality as a result of inefficient production and poor management. Until 1996 it was driven by the imaginations of its engineers rather than by goal-oriented strategic decisions. He believed that by incorporating certain basic structural changes and by redefining company’s strategic goals, it could be turned into a profitable brand-driven company. Ducati has developed a good brand image as well as gained a reputation for technological superiority and performance. While the company’s engineers have a reputation for excellent performance motorcycles, they have also demonstrated an ability to develop successful motorcycles in other sub-segments of the market, such as the Monster in the Naked-Sport segment. Harley don’t possesses the technological superiority. Ducati can use its technology and unique design to come and beat Harley, because they (Harley) lack in technology. But Ducati has to consider the cost of the product. Also Ducati has to clarify the separation between sporting and cruiser segments by advertising and distributing through different channels.

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