Ducati: In Pursuit of Magic (A)

Name: Ducati: In Pursuit of Magic (A) (English version)
SKU: DG-1507-E

Mitchell, Jordan; Cassiman, Bruno

Product #:DG-1507-E

Supplier:IESE Publishing

Discipline:Strategy

Setting:Italy, 2006

Details:Case (PDF) • 28 pages • 2007-01-24 (Rev: 2017-02-01)

Subjects:

Competitive advantage Competitive strategy Corporate strategy Product development Strategy Product management Strategy

Geography:

Italy Europe

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$10.54

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As of early 2006, Federico Minoli, CEO of Italian motorcycle maker Ducati, is considering different strategic options. Having led the company through one major turnaround from 1996 to 2001, Minoli has seen Ducati's revenues stagnate from 2002 to 2005. Minoli is forming a plan for the 'relaunch' of Ducati and will be presenting it to investors for support of an 80 million of euros capital increase. In his plan, he needs to address the immediate financial concerns as well as longer-term strategic considerations.

Learning Objectives

The main pedagogical thrust is for students to stretch strategic thinking and generate various strategic options for Ducati. The instructor can choose three central strategic options and work with the class to explore how Ducati could successfully implement a particular strategic option.