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Caso Ducati Essay

7810 words - 31 pages

Master en Liderazgo Estratégico / Promoción 2009-2010 Área de "MARKETING" - Prof. Julio Alonso
MARKETING ESTRATÉGICO Trabajo de fin de módulo - Caso Ducati
A finales de 2000, Federico Minoli había ganado su batalla. A lo largo de los últimos
cinco años, el "artista del saneamiento", como lo apodaba la revista Forbes, había transformado una compañía que se hallaba al borde de la quiebra en uno de los más rentables fabricantes de motocicletas del mundo; una empresa de mecánica, en una marca de renombre mundial; una motocicleta rápida, en un símbolo del diseño y de la tradición italianos, del rendimiento extremo y de la excelencia técnica. Bajo Minoli, Ducati había gozado de un crecimiento y una rentabilidad sin precedentes. Desde 1996, los ingresos se habían cuadruplicado; los beneficios antes de intereses, impuestos, depreciación y amortización habían pasado de 33,4 millones de euros en 1997 a cerca de 60 millones en 2000; la cuota de mercado había pasado del 5,1% en el segmento de motocicletas deportivas en 1997 al 6,7% en 2000.
A pesar de este éxito, a Minoli le preocupaba el futuro de la compañía. Sabía que
Ducati no podía crecer indefinidamente, y se debatía entre diversas estrategias para superar esos límites. Minoli y el resto del equipo de alta dirección de Ducati estaban considerando varias alternativas. Una de ellas consistía en atacar el segmento que dominaba Harley- Davidson con una interpretación Ducati de la moto de crucero. Esa ampliación del nicho tradicional de Ducati, ¿era el paso adecuado para mantener el crecimiento rentable de la compañía?
El mercado de motocicletas en 2001
Los orígenes del sector de motocicletas se remontan a 1868, año en que Louis Perraux
instaló un motor de vapor sobre una rudimentaria bicicleta. En 1894, los hermanos Hildebrand y Alois Wolfmüller produjeron la primera motocicleta con un motor de combustión interna de gasolina de dos cilindros. Rápidamente, la motocicleta se convirtió en un icono cultural. Como observó T. Krens, director de la exposición «El arte de la motocicleta» en el Museo Guggenheim de Nueva York:
«La motocicleta es una metáfora perfecta para el siglo XX. Inventada a principios de la era industrial, su evolución sigue las principales corrientes de la modernidad. El objeto y su historia representan los temas de la tecnología, la ingeniería, la innovación, el diseño, la movilidad, la velocidad, la rebeldía, el deseo, la libertad, el amor, el sexo y la muerte. Aparca la última Ducati, Harley, Honda o BMW en una esquina de cualquier ciudad del mundo, y se formará una...

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