The Italian motorcycle manufacturer, Ducati, had been renowned for its sophisticated engine technology, racing victories and stylish bike design. It also had a loyal base of customers (or fans). However, in the mid-1990s, the company was close to bankruptcy. This case describes the series of challenges Ducati faced at that time. It raises the question of what the newly appointed CEO, Federico Minoli, and his new management team should do to turn around this Italian heritage.
Keywords
Brand Management, Turnaround, Acquisition, Motorcycle Manufacturing
Settings
World/global, Italy
Ducati, Automotive, Motorcycles
1996
Available Languages
English
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