2. “Ducati is not only about beating Japanese bikes, having a powerful
brand and being a motorcycle company. We sell something more: a
dream, passion, a piece of history, and the motorcycle is as its core”
Federico Minoli.
3. TABLE OF CONTENTS
•The World of Ducati
•Resources and Capabilities
•The Cruiser segment
4. The Wold of DUCATI …
DOC … The Mistique
The History
The Dream
DOC
Museum
&
University
Motorcycles
Accesories
The Passion Racing
Apparel
Events Italian
5. DUCATI’S KEY RESOURCES AND CAPABILITIES
RESOURCES CAPABILITIES
•Brand reputation •Coordination
•The museum •Management
•The distribution system •Organizational culture
•R&D •Product Design
•Design •Good Relations with
•Finantial Strength Suppliers
•know-how
•Engineering team
6. ENTERING THE CRUISER SEGMENT
• Distribution system in Europe
• High loyalty in european customers
• Strong symbolic value in Europe
• Collaborating with several firms to form
an “Engine technology district”
• Distribution system
• The World of Ducati
• Keeps the Ducati identity
