Ferrari Suv Case Study

4187 words - 17 pages

Ferrari SUV - Marketing Case Study
Ferrari SUV Case Study August 22nd 2014 1
Ferrari SUV Case Study for Marketing
EMBA4 - Marketing Assignment
Carlo Loffredo

Ferrari SUV - Marketing Case Study
Ferrari SUV Case Study August 22nd 2014 2
Contents
Management Summary ........................................................................................................................................... 3
Introduction & History of Ferrari Brand .................................................................................................................. 4
Products ................................................................................................................................................................... 4
SUV - Understanding the Context ........................................................................................................................... 5
SUV Ferrari SWOT Analysis ...................................................................................................................................... 8
Objectives ................................................................................................................................................................ 9
Market Strategy ..................................................................................................................................................... 10

Ferrari SUV - Marketing Case Study
Ferrari SUV Case Study August 22nd 2014 3
Management Summary
This study will try to explain why Ferrari motor company should to manage the hypothesis to start an
R&D on a new car model in its lineup. In this case the study will focus on luxury SUV category.
Why luxury SUV ? Because data is confirming the interests of people in this segment. As we will try to
see by using the following figures, almost all main manufacturers companies have invested or are about
to invest in a market that does not seem to suffer any kind of economic crisis. As already done my
Mercedes, VW group, Audi, Porsche, major asian brands and, in a short time, also Bentley and
Lamborghini, Ferrari could choose to embrace a relatively unknown category to find new business
opportunities. We know pretty sure that Ferrari's CEO, Amedeo Felisa, during one of the last important press room declared that no SUV will be present in the lineup. On the contrary, however, a good
amount of courage and the right marketing plan, should show that it would be quite easy for Ferrari to
acquire customers in this segment by also obtaining gain, in monetary terms even in the market share.
By using a targeted strategy, in particular in differentiation product and positioning, Ferrari could
acquire probably a new type of customers, he female one, characterized by a mix of aesthetic taste and
needs need to have a car whit which to be practical and at the same time to satisfy the desire to possess
a jewel.
This study will also try to explain that a similar project will allow Ferrari...

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