1-2 Page Case Study/Write up

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Please read the ENTIRE case and answer the questions with the information you learned from the text. The case(Ducati) is attached as a PDF.


Step into the shoes of Federico Minoli, and consider:

1. How did Ducati become the second most profitable motorcycle maker in the world, despite its small scale?

2. What is the economic logic of Minoli’s turnaround (i.e., explain the details of the strategy employed)?

3. As of the end of the case, can Ducati sustain its position in the sport / performance segment?

4. Support your hypothesis by considering the generic strategies employed by Ducati and at least two of its major competitors, and discuss how the interplay of these strategies will (or will not) allow Ducati to maintain its position.

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