Ducati Presentation.group10 com

8/6/2019 Ducati Presentation.group10 com

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welcome to ...

................................

... the motorcycle

world - ducati

jakob rahel

jaworska persson kristoffer

lidfors linazeng long

zhazykpayeva saltanat

....................................


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the world of ducati ................................

ducati was founded in july 1926 -

bologna, italy

product history

1950s-ducati singles

1960s-ducati apollo

1970s-ducati l-twin motorcycles1980s-ducati desmoquattro motorcycles

2000s-monster 620, 695,750..

....................................


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Company Logo


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Beginings In 1926, three brothers, Adriano, Marcello

and Bruno Ducati, founded Societa Scientifica

Radio Brevetti Ducatiin Bologna to produce

vacuum tubes, condensers and other radio

components, becoming successfulenough by

1935 to construct a new factory in theBorgo

Panigale area of the city. Production was

maintained during World War II, despite the

Ducati factory being a repeated target for

Allied bombing.


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Fir

st

Du

cat

iM

ot

or

Cy

cle(19

50)

This first Ducati motorcyclewas a

60 cc bikeweighing 98 lb (44 kg)

with a top speed of 40 mph (64

km/h) had a 15 mm carburetor

giving just under 200 mpg

(85 km/L). Ducati soon dropped

the Cucciolo name in favor of

"55M" and "65TL".


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When the market moved toward larger

motorcycles, Ducati management

decided to respond, making an

impression at an early-1952 Milan show,

introducing their 65TS cycle and Cruiser

(a four-stroke motor scooter). Despite

being described as the most interesting

new machine at the 1952 show, the

Cruiser was not a great success, and only

a few thousand were made over a two-

year period before the model ceased

production.


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In the 1960s, Ducati earned its place in

motorcycling history by producing the fastest

250 cc road bike, the Mach1. In the 1970s

Ducati began producing large-displacement L-

twin motorcycles and in 1973, released an L-

twin with the trademarked desmodromic

valve design. In 1985, Cagiva bought Ducati

and planned to rebadge Ducati motorcycles

with thelesser-known Cagiva. By the time the

purchasewas completed, Cagiva kept the

"Ducati" name on its motorcycles.


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From the 1960s to the 1990s, theSpanish

company MotoTrans licensed Ducati

engines and produced motorcycles that,

although they incorporated subtle

differences,were clearly Ducati-derived.

MotoTrans's most notab

lemachin

ew

as

the 250 cc 24 Hours.


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Motorcycle

designs

Ducati is best known for high

performance motorcyclescharacterized by large capacity four-

stroke, L-twin engines featuring a

desmodromic valve design. Modern

Ducatis remain among the

dominant performance motorcycles

available today partly because ofthe desmodromic valve design,

which is nearing its 50th year of

use. This allows the cams to have a

more radical profile, thus opening

and closing the valves more quicklywithout the risk of valve-float,

which causes a loss of power, that is

likely when using a "passive" closing

mechanism under the same

conditions.


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Ducati also extensively uses the

Trellis SteelFrame configuration,

although Ducati's MotoGP project

brokewith this tradition by

introducing a revolutionary carbon

fibre frame for the Ducati

Desmosedici GP9.


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Product history The chief designer of most Ducati

motorcycles in the 1950swas Fabio

Taglioni (19202001). His designs ranged

from the small single-cylinder machines

that were successful in the Italian 'street

races' to thelarge-capacity twins of the1980s. Ducati introduced the Pantah in

1979; its enginewas updated in the

1990s in the Ducati SuperSport series. All

modern Ducati engines are derivatives of

the Pantah, which uses a toothed belt to

actuate theengine's valves


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functional value - strategizing

changes in production process

cross functional teams

decreasing amount of suppliers

acquisition of apparel

outsourcing

sustaining r&ddesign and quality control in house

three phased distribution system

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aesthetic value

ducati owners club

social eventsducati.com

symbolic value

ducati museum

ducati people

ducati life style

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competitive advantage - 4

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competitive advantage - 4

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patterns

increased market share efficientmanufacturing

investments in r&d broaderspectrum of customers

some core attributes related tobeauty-perspective

excellent human resources enhancegrowth plan

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the world of ducati ................................strengths

embedded in all of the dimensions

efficient production process

high quality

strong brand

excellent human resources

long lifespan of motorcycles

weaknessesnarrowed target audience

heavily outsourced - high risk

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should ducati enter the cruiser segment?

relevant dynamic capabilities?

different customers

tough competition

european cruiser culture?

strong r&d but too focused on sport bikes?

strong brand name - but is it helpful?

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Capabilities and their resources

Ability to connectintangible attributesaround the motorcycle(Theworld of Ducati )

First-class engineering

capabilities Strong brand with highloyalty among customers

Technical signature


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How they made it sustainable

The world of Ducati (with

museum, events, racingsetc.) leading to uniquefeelings

Increased lifespan


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Top-notch

engineers

Strong brand andculture around it

Quality control

Productstandardization


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Weaknesses

Relatively low sales

Weak distribution

ne

tw

ork


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Entry into the cruiser segment?

YES!

Reasons:

Ducati has requiredcapabilities, skills, strong

brand etc.

Their favoriteengine perfectlyfits the idea of cruiser

Effective supply chain


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...dream, passion, a piece ofhistory, and the motorcycle atits core

The World of Ducati , a Duke

Museum, a history of racingvictories and technicalinnovations


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Ducati Owners Club

Co-branding strategy,DKNY, NeimanMarcus, Harrods andSothebys


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Highly qualified designers& engineers; strongcompany culture

Desmodromic valvedistribution system,unique intoxicating noise

History as winners ofWorld SuperbikeChampionship

Competitive

Advantage


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Position &

Capabilities

Unique & Exclusive highpremium segment in themarket

What the motorcyclesrepresent and evoke

firm.


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Porter, A firms resourcesand skills, reflected in itsvalue chain, will usually bebetter suited to somesegments than others,influencing the

attractiveness of asegment for a particular


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Four dimensions

In Ducati, the four

dimensions of big, best, fastand beautiful are interactingto create a strategy ofexclusivity.

Big: Quality, and not quantity


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Cont

Best: top-notchengineers &designers; desmoenginesystem;tubulartrestle frame;Italian style

Focus : exclusivebrand image &innovativeness


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Cont

Fast: platform approach;reduce lead time; outsourcingof basic components & keeping

product design and R&D in-house

Beauty: a number of aestheticand symbolic values associated

with the brand; feeling of beingcool and being part of theDucati community; co-branding


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Cont

Strength in alldimensions:

interact & createunique brand

Weakness :outsourcing inFast may delaythe production


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Cruiser segment

Damage brand image

The potential of sellingenough cruisers inEurope is not as high asin USA


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