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Ducati Q3

While entering the cruiser market could provide new revenue opportunities, the document recommends that Ducati not enter this market for several reasons. Ducati's target demographic of 18-35 year olds differs significantly from cruiser buyers who are typically older. Additionally, Ducati's engine and design attributes that define its brand may not appeal to cruiser customers. Competing directly with Harley-Davidson in this space would also be difficult given Harley's strong brand and similar production and distribution model, making it hard for Ducati to gain a competitive advantage.

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Parul Abrol
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53 views1 page

Ducati Q3

While entering the cruiser market could provide new revenue opportunities, the document recommends that Ducati not enter this market for several reasons. Ducati's target demographic of 18-35 year olds differs significantly from cruiser buyers who are typically older. Additionally, Ducati's engine and design attributes that define its brand may not appeal to cruiser customers. Competing directly with Harley-Davidson in this space would also be difficult given Harley's strong brand and similar production and distribution model, making it hard for Ducati to gain a competitive advantage.

Uploaded by

Parul Abrol
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Entering the cruiser market

The advantage of entering the cruiser market is that entering a new segment will
provide new avenues for revenue growth. However, they should NOT enter the
cruiser market due to the following reasons:

Reasons
for not
entering
cruiser
market

Ducati primarily caters to the 18-35 demographic. Cruiser target segment is


much older (~40-45 years) and Ducati brand may not appeal to them
Core attributes identified by Ducati that signify their uniqueness and identity
i.e. Desmodromic dist. system, L-twin engine etc. will not be suitable for the
cruiser market
Ducati shall essentially be playing a Same game strategy against Harley. The
branding strategy of Ducati through The World of Ducati like Ducati Owner
Club, has already been entrenched into the core of Harley lifestyle branding.
Harley also has a similar production and distribution strategy as Ducati, making
it tough to Ducati to identify a competitive advantage to enter the market
Ducatis sales cost as a percentage of total revenue is clearly inferior to
Harley
It may lead to a reduced emphasis on their core product i.e. superbikes

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