Submitted by:

Arihant jain
18P188
Naman jain
18p198
Parv pandey
18p208
Rupinder Kumar
18p218
Sonali goyal
18p230
 Ducati
• Motorcycle manufacturing company, headquartered in
Bologna, Italy

• Ducati was founded on July 4, 1926, when Antonio Cavalieri

Ducati and his three sons established one of the first Italian
operations of radios and electrical components

• Owned by Texas-Pacific Group from 1996-2005. (Today it is

owned by the Volkswagen group)

• Headed by Federico Minoli [Today: Claudio Domenicali (CEO)]

 Introduction
• Ducati was one step from going bankrupt when, in September 1996

• Federico Minoli joined Ducati as CEO after his stint at Bain & Co.
where he specialised in turnaround management

• Under Minoli, Ducati had enjoyed explosive growth and profitability

• Revenues had quadrupled since 1996; EBITDA had grown from 33.4
million Euros in 1997 to around 60.0 million Euros in 2000

• The market share had gone from 5.1% in the sport bikes segment in
1997 to 6.7% in 2000
Types of bikes

Offroad Cruiser

Touring Sports
Map of the Market
Relevant Market
 Competitors of
Harley-
Davidson
Ducati
Honda BMW Triumph Other
Japanese
manufacturers
major American world largest Europe's top reputation for Yamaha, Suzuki,
motorcycle manufacturer of automakers, making virtually Kawasaki;
manufacturer, motorcycles, 5.4 pioneered unbreakable Honda and
produced million bikes technical bikes, U.S. Yamaha recently
204,500 produced, In innovations like prices ranging agreed to jointly
motorcycles, 2001 Honda advanced between $7,000 transport their
prototypical offered 23 suspension and $12,000 motorcycles and
example of a models of >500 systems, fuel spare parts with
“lifestyle” cc motorcycles. injection, and the hope to
company U.S. prices anti-lock brakes, save 30% on
ranged between U.S. prices their delivery
$4,999 and ranged from costs, Kawasaki
$18,999 $8,100 to and Suzuki
$19,600 planned to
enter a similar
alliance shortly
 New top-tier
management
(Unstructure
d Company)
World of
Outsourcing Ducati
90%of its (Ducati is
production more than
by 2001 bike- it’s a
dream)

Federico
Minoli
Purchased
Introduced a
controlling
new sport
stake in
touring line
Gio.Ca.Moto
targeted at
(apparel
older crowd
company)
Boosted R&D
from €3.2
million in 1997 to
€12.9 million in
2000.
 RANGE ENGINE SPECIALITY
- Desmo Engine
- Superbikes (No other High powered
- Super Sports competitor used sports
- Monster this engine) motorcycles over
- Sport Touring 400cc engines
-L- twin design
- Multistrad
-Low-hum engine
- Sports Classic
sound
- Cruiser

PRICE OTHERS
RANGE DISTRIBUTIO
-Each category has
N -Emphasised on
encouraging dealers
entry level ,medium -800 multi-franchise to improve customer
level and premium level distribution points in experience
variants
61 countries -Ducati.com to get
Prices are generally on orders for customised
higher side(about 20% -151 mono-franchise
Ducati retail stores bikes and provide
more than competitors)
such as London, complete information
-93% of COGS was from about mobile
parts and components Vienna, Paris, etc.
specifications
and 7% attributed to
R&D and labour.
World of Ducati
• Strong brand name • Japanese
and loyalty competitors
• High quality dominant in most
motorcycles with of the areas
• High distribution
premium engines
and light frame STRENGTHS THREATS cost in non-
• Comfortable and European markets
light weight bike
designs to foster
easy learning and
riding experience SWOT
• Immense potential • Financially
to convert their unstable
website visitors(up • Rigid in their
to 10 million) into OPPORTUNITIES WEAKNESSES vision, reluctant
regular customers to diversify
• Unchartered • Technologically
territory of BRIC not as sound as
countries their Japanese
• Possibility to counterparts
explore increasing • High cost of
female riders production making
their products
THANK YOU