Out of 1.6 million units (total merchandiseplace of motorcycle indus search) Ducati relevant market was active 33.2% in 2000 (As compared to 29.7% in 1996). So, total relevant market coat of Ducati was about 532,000 units, in 2000. (Exhibit#2 of the case) A prise string analysis of a firm starts usually from devising a catalog of firms activity. So I allow for start my analysis from this point. Then we will try to try on the cost and willingness to pay (WTP) associated with each activity and the rest in activities to understand the cost & adenosine monophosphate; WTP difference of the Ducati and its contest (To calculate the wedge). Ducatis unique business model and snapper activities helped to produce Ducatis way of quality motorcycles mainly focalisation sport sector. Ducatis strength comes from following core & adenylic acid; supporting activities. advertizement Promotion & Marketing: other(a) Motorcycle Manufacturer: factor: Specialized Magazine ( sev eral(prenominal) gargantuan player utilise non specialised press as well), cannonball along events, movies, Department stores windows displays Ducati: Unlike its competitors, Ducati only used special magazines as the source of advertisement.
One of the most frequent campaigns was Ducati/People, which emphasized some central values of the brand: the Italian style, the narrative of the company, the girlish age of the riders and their sporty attitude. Others activities involved Ducatis museum tour, Owners clubs, Ducati.com, Co-branding activities to leverage Italian culture, and Social events. Advantages: All these ac tivities attracted many customers to get wo! rd the history of Ducati; they get in-depth knowledge of Ducati and it ultimately change magnitude the depiction of fans and customer base. These were great tools for Ducati to understand their customer needs, and psychology. Moreover, all of these activities created a community. These people talked to each other. They felt being part of something. This increase customer willingness to pay (WTP). R&D & Product development: Other...If you want to get a comprehensive essay, order it on our website:
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