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SWOT ANALYSIS on LAMBORGHINI

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SWOT ANALYSIS on LAMBORGHINI.

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SWOT ANALYSIS on LAMBORGHINI

  1. 1. PRESENTED BY : BIDHAN PRADHAN PRESENTED TO : Dr. PRITI VERMA
  2. 2. INDEX • Introduction • Industry analysis • Competitors • SWOT analysis • Segmentation, Targeting and Positioning (STP) • 4 p’s Strategy
  3. 3. HISTORY • Ferrucio Lamborghini, was also the founder of Lamborghini Trattori (which was one of the pioneer manufacturers of agricultural equipments). • He founded Automobili Lamborghini to make high-end sports car in the year 1963 after being dismissed by Enzo Ferrari.
  4. 4. HISTORY (CONT.) • The company entered bankruptcy in 1978, and the Italian courts took control. • 1987, Chrysler Corporation took control of Nuova Automobili Ferruccio Lamborghini S.P.A., paying US $ 25.2 million and again sold it to Malaysian Investment group “Mycom Setdco” and later to Indonesian group “V” power corporation”. • 1998–2007 - Reorganization, Murciélago, and Gallardo • The new chairman of Volkswagen AG, Ferdinand Piëch, grandson of Volkswagen's founder, Ferdinand Porsche, went on a buying spree through 1998, purchasing Bentley, Bugatti and Lamborghini. Volkswagen subsidiary AUDI AG acquired Lamborghini in September 1998 for around US $ 110 million.
  5. 5. INDUSTRY ANALYSIS • Year Founded – 1963,, 30 October. • Based in Sant'Agata Bolognese, Italy. • 831 employees producing 2,000 plus vehicles. • Annual Revenue - $ 693.445 million plus • Profit - €57.184 million (2010) , €75 million (2011) • Total Equity - €933.213 million (2010, €837 million (2011),
  6. 6. • PRESIDENT & CEO : STEPHAN WINKELMANN
  7. 7. COMPETITORS : • FERRARI • BUGATTI • KOENIGSIGG • ROLLS ROYCE • PORSCHE • BMW
  8. 8. Price : $ 1.5 million plus Top speed : 350 km/hr, 200 mph 1929 (1947) Maranello, Italy € 2.3 billion (2013)
  9. 9. FERRARI
  10. 10. LAMBORGINI
  11. 11. Price : $ 2 million (plus) Top speed : 410 km/hr , 263 mph 1909 (1969) French German Refunct. 2010
  12. 12. 1994 IRAQ
  13. 13. Top Speed : 389 km/hr , 200 mph Price : $ 1.2 million above
  14. 14. Price : $ 600,000 plus High end Luxurious 1906 (1973)
  15. 15. 1939 Germany
  16. 16. 1928 MUNICH
  17. 17. SWOT ANALYSIS STRENGTH : • It is specially famous for its exquisite design and its irresistible looks worldwide.
  18. 18. STRENGTH : • It is highly appreciated and demanded by superior rich and famous people who desired to have a super sports car. For example : Multi millionaire, Billionaire, World Reknowned Artists, Sultans, Reknowned Footballers, etc.
  19. 19. STRENGTH : • It has been known for superior handling & high speed performance. • Adds a value to your lifestyle and profile with utmost satisfaction. • Innovating new and exclusive designs/models in every 2 years with more high end concepts. • Beast with a beauty. • Established the standard of a mid-rear engine for sports cars & super sports cars. • Brand name.
  20. 20. Weakness • Fuel consumption is too high. • Maintenance charge is too high and specific repair regional shops. • Price is too high, and not affordable by everyone.
  21. 21. OPPORTUNITY • To increase customer relations events & activities which will showcase and enhance the ownership experience. • To increase the global reach as currently it has been restricted to a few regions. • To do away with the regional quota system & sell on the basis of demand, it was seen that when they launched their models in India – the demand far exceeded the supply. THREATS • The threat is the niche regional players & custom modifiers who have the regional presence & ability to make a car to exact taste of the buyer. • Government policies against high fuel consumption.
  22. 22. SEGMENTATION, TARGETING & POSITIONING SEGMENTATION – The higher and the supreme class of the society or people. For example : Multi millionaire, Billionaire, World Reknowned Artists, Sultans, Reknowned Footballers, etc. TARGETING – The rich, affluent and wealthy from the urban, whose incomes generate $ 10 million above p.a. POSITIONING - Premium Super sports car for people who want superior performance.
  23. 23. 4p’s Strategy
  24. 24. PRODUCT • Innovative new Designs
  25. 25. SESTO ELEMENTO, 2013
  26. 26. $ 1million - $ 3.5 million PRICE
  27. 27. PROMOTION • International events. • Sponsorship. • Press release. • New model Launch party. • Paper Ads.
  28. 28. • Manufacture in Italy. • Supply American market and economically developed countries. • Embrace Italian values and expectation. • International market, worldwide distribution and franchise. PLAC
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SWOT ANALYSIS on LAMBORGHINI.

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