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Hw1 ferrari final


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Hw1 ferrari final

  1. 1. Information Technology @ Ferrari, S.p.A
  2. 2. Company Overview <ul><li>Ferrari who? </li></ul><ul><ul><li>Manufacturer of Italian racing cars and high-performance sports cars </li></ul></ul><ul><ul><li>Located in Maranello, Italy Emilia-Romagna region </li></ul></ul><ul><ul><li>Manufacturing since 1946(?) </li></ul></ul><ul><ul><li>Racing since 1929 </li></ul></ul><ul><ul><li>Employees (2011): 2968 </li></ul></ul><ul><ul><li>Sales(2011): $1,582.8 million </li></ul></ul><ul><ul><li>Market share: < 1% </li></ul></ul>
  3. 3. Company Overview <ul><li>Founder – Enzo Ferrari (1898 – 1998) </li></ul><ul><ul><li>Worked for Alfa Romeo </li></ul></ul><ul><ul><li>Scuderia Ferrari </li></ul></ul>
  4. 4. Company Overview <ul><li>History of the logo </li></ul><ul><ul><li>Italian WWI hero – Count Francesco Baracca </li></ul></ul><ul><ul><li>Prancing stallion </li></ul></ul><ul><ul><li>Yellow – the color of Modena, Enzo’s hometown </li></ul></ul><ul><ul><li>SF – Scuderia Ferrari literally means “Ferrari Stable” but is translated as “Team Ferrari” </li></ul></ul>
  5. 5. Company Overview <ul><li>Ferrari in the racing world </li></ul><ul><ul><li>Italian Races </li></ul></ul><ul><ul><ul><li>Alfa Romeo’s racing team </li></ul></ul></ul><ul><ul><li>Grand Prix </li></ul></ul><ul><ul><ul><li>Michael Schumacher </li></ul></ul></ul>
  6. 6. Information Technology <ul><li>Formula 1 </li></ul><ul><ul><li>Racing division governed by International Automobile Federation (RIA) </li></ul></ul><ul><ul><li>One of the most expensive sports in the world; teams collectively spend > $2.8 billion to compete </li></ul></ul><ul><ul><li>Extremely technology centric </li></ul></ul><ul><ul><ul><li>It all started with turbos in 1992… </li></ul></ul></ul><ul><ul><ul><li>1/10th of second separates the winner from everyone else </li></ul></ul></ul><ul><ul><ul><li>Strict rules over engine and car design encourage aggressive technology investment for competitive advantage </li></ul></ul></ul>
  7. 7. Information Technology <ul><li>Formula 1 is the focus of Ferrari’s technology investment </li></ul><ul><ul><li>Racing is Ferrari’s heritage </li></ul></ul><ul><ul><li>Integration is a competitive advantage </li></ul></ul><ul><ul><ul><li>Ferrari only company that designs and manufactures both engine AND chassis </li></ul></ul></ul><ul><ul><li>Car design cycle ≈ 9 months </li></ul></ul><ul><ul><ul><li>Design = 6 months </li></ul></ul></ul><ul><ul><ul><li>Manufacture = 3 months </li></ul></ul></ul><ul><ul><ul><li>Technology key to meeting timeframes! </li></ul></ul></ul><ul><ul><li>F1 technology then trickles down to commercial vehicles </li></ul></ul><ul><ul><ul><li>Paddle shifters, independent suspension, disc brakes… </li></ul></ul></ul>
  8. 8. Information Technology <ul><li>Primary uses for information technology </li></ul><ul><ul><li>Telemetry </li></ul></ul><ul><ul><ul><li>Real-time collection/analysis of car performance during a race </li></ul></ul></ul><ul><ul><ul><li>Over 500 different characteristics measured in real-time </li></ul></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><ul><li>Engine </li></ul></ul></ul><ul><ul><ul><ul><li>Weight reduction </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Power (engines already produce > 800 bhp) </li></ul></ul></ul></ul><ul><ul><ul><li>Chassis </li></ul></ul></ul><ul><ul><ul><ul><li>Weight reduction </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Aerodynamics/Downforce </li></ul></ul></ul></ul>
  9. 9. Information Technology <ul><li>PTC </li></ul><ul><ul><li>CAD/CAM software </li></ul></ul><ul><li>Ricardo </li></ul><ul><ul><li>Dedicated CFD program for engine flows </li></ul></ul><ul><li>CRF (Fiat Research Center) </li></ul><ul><ul><li>Data acquisition packages </li></ul></ul><ul><li>General Electric </li></ul><ul><ul><li>Commercial aircraft engine operation new material research </li></ul></ul><ul><li>Massachusetts Institute of Technology </li></ul><ul><ul><li>Combustion research </li></ul></ul><ul><li>Shell </li></ul><ul><ul><li>Lubricants </li></ul></ul><ul><li>SKF </li></ul><ul><ul><li>Bearing technology </li></ul></ul><ul><li>AMD </li></ul><ul><ul><li>Data center </li></ul></ul><ul><li>Acer </li></ul><ul><ul><li>Workstations </li></ul></ul>Key Information Technology Providers
  10. 10. A Global Presence <ul><li>Ferrari sells ≈ 4,300 high-performance sports cars a year </li></ul><ul><ul><li>Prices $140,000 - $260,000 </li></ul></ul><ul><ul><li>To safeguard exclusivity and high value, the company has set a self-imposed production limit </li></ul></ul><ul><li>Models </li></ul><ul><ul><li>F430 </li></ul></ul><ul><ul><li>Scaglietti </li></ul></ul>
  11. 11. A Global Presence cont… <ul><li>Beginning in 1979, the North American import and distribution of Ferraris was handled by Fiat SpA </li></ul><ul><ul><li>In 1990 Ferrari North America was established </li></ul></ul><ul><ul><li>The company imports and distributes its vehicles from Maranello, Italy </li></ul></ul><ul><ul><ul><li>The exports are done through a network of more than 300 sales and service centers in 45 countries </li></ul></ul></ul>
  12. 12. Ferrari Clientele <ul><li>Ferrari's main markets are: </li></ul><ul><ul><li>United States </li></ul></ul><ul><ul><li>Germany </li></ul></ul><ul><ul><li>Great Britain </li></ul></ul><ul><ul><li>Italy </li></ul></ul><ul><ul><li>The countries of the Pacific area </li></ul></ul><ul><ul><li>Switzerland </li></ul></ul><ul><ul><ul><li>90% of all production is exported. </li></ul></ul></ul><ul><ul><ul><li>Total units sold worldwide: 6,099 (Ferrari 4,072, Maserati 2,027) Major market sales in 2000 </li></ul></ul></ul><ul><ul><ul><li>The portfolio of orders taken by the dealership network is far higher than the numbers of cars that Ferrari can actually deliver. </li></ul></ul></ul>
  13. 13. Outsourcing <ul><li>Ferrari Outsourced Engine Development </li></ul><ul><ul><li>Ferrari and Tata Consultancy Services (TCS), Asia’s largest software company, have concluded a deal which calls for TCS to provide IT and engineering services for the development of Ferrari’s Formula 1 racing car </li></ul></ul><ul><ul><ul><li>TCS solutions would include car electronics, safety, aerodynamics, and troubleshooting </li></ul></ul></ul>
  14. 14. Competition <ul><li>Ferrari’s are considered high-end luxury vehicles </li></ul><ul><li>Main competitors </li></ul><ul><ul><li>Lamborghini </li></ul></ul><ul><ul><ul><li>Gallardo, Murcielago </li></ul></ul></ul><ul><ul><li>Porsche </li></ul></ul><ul><ul><ul><li>911 GT2, Boxter S, Carrera GT </li></ul></ul></ul><ul><ul><li>Aston Martin </li></ul></ul><ul><ul><ul><li>V12 Vanquish S, DB9, V8 Vantage </li></ul></ul></ul>