UNIVERSITI TEKNOLOGI MARA KAMPUS REMBAU

FACULTY OF BUSINESS AND MANAGEMENT

DIPLOMA IN BUSINESS STUDIES

ENT300

FUNDAMENTALS OF ENTREPRENUERSHIP

ASSIGNMENT TITLE:

CASE STUDY

COMPANY:

LAMBORGHINI

PREPARED BY:

MUHAMMAD HARRAZ BIN MOHD ZUHAIRI (2017500549)

GROUP:

BA111 5A

PREPARED FOR:

SIR HAJI MUSTAFA KAMAL BIN MAT

 TABLE OF CONTENT

PARTICULAR PAGE

EXECUTIVE SUMMARY 2

1.0 BUSINESS DESCRIPTION

1.1 Background Company 3
1.2 Organizational Structure 4
1.3 Product/Services 5-6
1.4 Marketing Strategy 7-8
2.0 ENTERPRENURIAL CHARACTERISTIC
2.1 Problem Solving 9
2.2 Self-Confidence 9
2.3 Persuasion 10
3.0 REFERENCES 11

4.0 APPENDICES 12

1
EXECUTIVE SUMMARY

Lamborghini is one of the most popular sports car brand in the world. Lamborghini started
out when the founder after returning back from World War II, started piecing together
tractors from spare parts which were available to him. The tractor business gained immense
popularity and hit out overnight as a successful business venture, giving the founder the
confidence to venture into the luxury vehicles market. Lamborghini is actually a
manufacturer of luxury supercars, sports cars and SUVs and is headquartered in Sant'Agata
Bolognese, Italy.

Lamborghini is also known for producing sports car engines and V12 engines which are used
for offshore power boat racing. The automobile range of Lamborghini at present, includes
two model lines in its marketing mix, both of which are mid-engine two seater sports cars. In
the mid-80s, Lamborghini also ventured into the field of motorcycles when it produced
1000cc sports motorcycles. Lamborghini’s superior performance with modern looks and one
of the most advanced braking systems, makes it a popular choice amongst all car enthusiasts.
The fastest ever Lamborghini is the Le Mans version of the Murcielago R-GT model. It can
go up to a maximum speed of about 370 km/hour.

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1.0 BUSINESS DESCRIPTION

1.1 Background Company

On April 28, 1916, Ferruccio Lamborghini, the founder of the corporate that bears his name
and is thought for trendy, superior cars, is born in Italian Republic.

After war II, Lamborghini supported a business creating tractors from reconfigured surplus
military machines, close to Bologna, Italy. He later expanded into different ventures, as well
as producing air-conditioning and heating systems, and grew made. Lamborghini’s success
enabled him to buy a spread of luxury sports cars, as well as a Ferrari, thought of one
amongst the highest cars of the time. When experiencing mechanical difficulties together
with his Ferrari, Lamborghini determined to begin his own rival sports company, even hiring
a former high Ferrari engineer.

Automobili Lamborghini was formally established in 1963 in Sant’Agata Bolognese, Italy,

and therefore the same year debuted its 1st automotive, the Lamborghini 350 GTV, a
runabout motorcar with a V12 engine. The company’s brand featured a bull, a regard to
Ferruccio Lamborghini’s zodiac sign, Taurus the bull. numerous Lamborghini models had
names associated with bulls or blood sport, as well as the Miura (named for Don Eduardo
Miura, a stock raiser of fighting bulls), a mid-engine sports automotive that was discharged in
mid-1960s and gained Lamborghini a global following among automotive enthusiasts and a
name for status and fashionable style. Within the early Seventies, Lamborghini’s tractor
business tough issues and he eventually oversubscribed his interest in his sports automotive
business and retired to his vinery.

Automobili Lamborghini modified hands many times and within the late Nineties was
purchased by German car maker Volkswagen. The corporate continuing to make superior
cars, as well as the Murcielago and therefore the Gallardo. Ferruccio Lamborghini died on
Gregorian calendar month twenty, 1993, at the age of 26.

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1.2 Organizational Structure

Stefano Domenicali is the Chairman & Chief Executive Officer of Automobili Lamborghini.
Born in Imola on May 11, 1965, his professional career began at Ferrari in 1991, where he
held various positions of growing responsibility until he eventually became Head of
Direzione Sportiva F1 Ferrari in 2008.

In November 2014 he joined AUDI AG as Vice President of the company’s New Business
Initiatives, before taking up his current position at Automobili Lamborghini in Sant'Agata
Bolognese. He is a member of the F.I.A. World Motor Sport Council, on which he serves as
President of the Single Seater Commission. He has two children, Martino and Viola, by his
wife Silvia, and loves to cultivate his many passions, including music, the mountains,
aviation, and basketball.

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1.3 Product/Services

- List of product (Top product)

A. Aventador S

The Aventador S is luxuries super sport car with cutting-edge technology. The elegant design
combines with the most advanced features, such as an instrument panel that features an
interactive liquid-crystal TFT display with redesigned graphics, and customizable LED
lighting system. Top speed Aventador S is 300 km/h.

B. Huracan EVO

The Huracan EVO is the evolution of the most successful V10-powered Lamborghini ever.
The result of fine-tuning and refining existing features, combined with new design solutions
that increase performance, the car stands out for its ability to anticipate and cater to the
driver's behavior, expectations and desires. The top speed for Huracan EVO is 320 km/h.

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C. Urus

The soul of a super sports car and functionality of an SUV. The Lamborghini Urus is the first
Super Sport Utility Vehicle in the world. With extreme proportions, cutting-edge design,
extraordinary driving dynamics and heart-pounding performance, Urus is pure Lamborghini.
Top speed for Urus is 305 km/h.

D. SVJ Roadster

The SVJ Roadster is the most iconic form of Aventador family. Its Lamborghini
aerodynamics represent the most futuristic ever designed, ALA 2.0 system and aero-
vectoring ensure the minimum drag on straightaways and the optimal aerodynamic load when
cornering. The 770 hp naturally aspirated V12 engine inspires awe. Top speed for SVJ
Roadster is 350 km/h and above.

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1.4 Marketing Strategy

A. Lamborghini Price Strategy

Being a luxury car maker, Lamborghini creates a market of buyers who are looking for class
coupled with elegance and performance as the criteria for making a vehicle purchase. To
offer the class and luxury associated with the product, the pricing strategy in its marketing
mix is extremely premium. After sales services and individual sub-parts are extremely
expensive for buying as well. Lamborghini ranges in price between 300,000 dollars for the
most commonly available to models like Huracan to 4500,000 dollars for exclusive vehicles
like Lamborghini Veneno Roadster.

B. Lamborghini Distribution Strategy

Lamborghini has more than 135 dealers across 50 countries and worldwide deliveries of cars
are as huge as 3457 units as per the latest information available from dealers. Presently, USA
is the largest market with more than 1000 units sold per year followed closely by Japan, UK,
Germany, Canada, the Middle East and China. There are two types of dealerships commonly
prevalent in the distribution of Lamborghini cars across the world. The first type of
dealership is the official Lamborghini dealership which is recognized by the company. The
second type is a one in which smaller and generally used models of cars are sold and
repurchased.

C. Lamborghini Promotion Strategy

Lamborghini manifests itself through its iconic brand that symbolizes the raging bull. The
origins of the emblem come back from the terms that the founding father of Lamborghini was
a Taurus himself. Lamborghini conjointly sells licenses to different brands to manufacture
varied Lamborghini centred goods together with consumer goods, accessories, physics things,
baggage and laptops. They're into commercialism and promotion through construct of
concept cars. Throughout history, they invest considerably in developing conception cars
together with the terribly initial model referred to as because the 350GTV. The sewing add
these cars through history, has been done by ladies solely, men don't seem to be allowed to be
a region of this division. Lamborghini conjointly includes a deposit of 2 storeys dedicated to
convey the evolution, growth and history of the Lamborghini cars throughout the years. They
conjointly showcase variety of contemporary and vintage models. Vital milestone within the
history of Lamborghini are highlighted by means that of the deposit. The deposit is found

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right next to the headquarters in European country. there's associate degree academy
dedicated to teaching enthusiasts the art of driving on ice and snow. it's referred to as the
Lamborghini Winter Academy and is all concerning teaching people the way to
commemorate driving a Lamborghini model within the lovely and scenic Alps Mountains.
thanks to the huge quality and constant client base that it's, the corporate doesn't have
interaction in promotions through TV commercials or hoardings. This is often not associate
degree everyday product and desires to be promoted through events, print ads in school
magazines and then on. thus this completes the Lamborghini promoting combine.

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2.0 ENTREPRENURIAL CHARACTERISTIC

McClelland and McBer (1985)

2.1 Problem Solving

Ferruccio Lamborghini is practical, down to earth with strong ideas about right and wrong.
He is orderly and organized, systematic and controlled. Decisive and methodical Ferruccio is
employing a step by step rational approach to problems solving, and once committed, he does
not give up easily.

Lamborghini is not one for get rich quick schemes. Seeking to establish a solid foundation,
Ferruccio Lamborghini would rather use hard work and long hours to build a business or
career. Precise, tenacious and persevering, he has great potential for success, but only after
putting out effort and overcoming the limitations he so often encounters. Justice and honesty
are sacred to Ferruccio. He is reliable and dependable, a cornerstone in the community.

A successful entrepreneur problem solvers use their natural talents to find success, or whether
those skills are cultivated after years of experience. A successful entrepreneurs like Ferrucio
Lamborghini is actually do more than just solve the problem. After applying a fix, they spend
time measuring the results of their efforts with analytics tools, and reflecting on those
outcomes. Learning from the approach they have chosen, whether it turns out to be a success
or failure, is what equips them to make even better decisions in the future.

2.2 Self-Confidence

Ferruccio Lamborghini is a successful entrepreneur who has a strong belief in self and own
abilities. Self-confidence plays a really necessary consider career growth. Millennials area
unit most insecure concerning their jobs.

To survive in today’s hard to please geographic point, it's necessary to create certainty. Not
solely will it offer visibility to the person however conjointly makes positive that his/her
voice is detected. it's one thing that doesn’t happen nightlong. However, by following some
steps, one will gain confidence to win in life. For example, expresses confidence in own
ability to complete a task or meet a challenge. Secondly, sticks with own judgment in the face
of opposition or early lack of success

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2.3 Persuasion

The art of persuasion may be a powerful tool for entrepreneurs. It will assist land new
purchasers, rent the simplest staff and type new business relationships. Persuasive
individual’s area unit likeable and powerful as a result of the place the wants of others on top
of themselves. Justice and honesty are sacred to Lamborghini, making him reliable and
dependable, and quite often - a cornerstone in the community. Also, though not a typical
idealist, Ferruccio Lamborghini is willing to work for a better world in a realistic way.

Ferruccio Lamborghini works well with others, but it is important that he would have his own
responsibility and well-defined task, because he performs better when his responsibilities are
not overlapping with those of others.

Due to the rare discipline and perseverance that Lamborghini possesses, not everyone can
keep up with him, and he has to be careful not to be bossy and rude. He can be also rigid in
his ideas and get stuck in convention or too quick in judging his fellow man.

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3.0 REFERENCES

1. Luxury car magnate Ferruccio Lamborghini is born. History.com Editors (2009, November
13). Retrieved from https://www.history.com/this-day-in-history/ferruccio-lamborghini-born

2. Ferruccio Lamborghini, a biography. (n.d.). Retrieved from

http://www.lambocars.com/lambonews/ferruccio_lamborghini_a_biography.html

3. DeMers, J. (2017, October 30). Entrepreneurs Solve Problems Differently Than Other
Professionals. Really! Here Are the 6 Ways. Retrieved from
https://www.entrepreneur.com/article/303407

4. Seven Key Qualities of Successful Entrepreneurs. (n.d.). Retrieved from

https://www.advancingwomen.com/entrepreneurialism/8777.php

5. Whitmore, J. (2015, February 10). 9 Habits of Persuasive Business Leaders. Retrieved

from https://www.entrepreneur.com/article/242681

6. Ferruccio Lamborghini: Entrepreneur. (2010, September 5). Retrieved from

https://12congwi.wordpress.com/2010/09/02/ferruccio-lamorghini-entrepreneur/

7. Harvey, I. (2016, June 23). The epic story behind Ferrari and Lamborghini Rivalry.
Retrieved from https://www.thevintagenews.com/2016/06/23/story-behind-ferrari-
lamborghinis-rivalry/

8. Julia. (2012, November 28). Lamborghini Cars Were A Result Of A Tractor Company
Owner Being Insulted by the Founder of Ferrari. Retrieved from
https://www.todayifoundout.com/index.php/2011/03/lamborghini-cars-were-a-result-of-a-
tractor-company-owners-frustration-with-ferrari/

9. The Argument Worth $1.8 Billion – The Story Of Ferrucio Lamborghini. (n.d.). Retrieved
from https://www.carthrottle.com/post/nz9qgp8/

10. Harvey, I. (2018, October 22). When Enzo Ferrari Insulted Lamborghini it Gave Birth to
the World's First Supercar. Retrieved from
https://www.thevintagenews.com/2018/10/22/lamborghini/

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4.0 APPENDICES

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