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case study

Case: Ducati (HBSP)

Thought question (to be handed in) Using your knowledge of Industry Structure, is the Motorcycle Industry attractive to compete in for incumbent firms? Please explain. What is Ducati’s generic strategy? Please explain.

Case preparation questions (to help you in your preparation of the case):

1. How did Ducati become the second most profitable motorcycle maker in the world despite its small scale? What is the fundamental economic logic of Minoli’s turnaround?
2. Can Ducati sustain its position in the sport segment? Can Honda and the other Japanese manufacturers stop its growth in this segment?
3. What strategic alternatives are available to Minoli in 2001
4. Which alternative would you recommend? Why?

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