• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Corporate Strategy

Extracts from this document...


CORPORATE STRATEGY & HRM EXAM Final Project Student: Jeanette-Alexandra Smith (1406444) ALBA: MSc in Strategic HRM Professor: Dr. Kyriakos Kyriakopoulos ATHENS - VOULIAGMENI MARCH 2008 Questions 1. Assess the key resources and capabilities of Ducati. Compare them with the resources & capabilities of Honda. Ducati' sTangible & Intangible Resource Analysis Resources Tangible Financial Resources Financially profitable , increase in revenues Tangible Physical resources Excellent plant and operations in Bologna , Outsourcing by 85%, Implementation of the platform approach, Ducati museum, stores, production facilities Intangible Technological resources 'Desmo system'- Desmodromic valve, tubular trestle frame, Ducati's unique sound Intangible Reputation resources Very strong brand worldwide in racing, rich motorcycle history Human Resources Strong Investment in R&D, top ranking engineers & designers, committed and talented managers, training programmes Honda' s Tangible & Intangible Resource Analysis Resources Tangible Financial Resources Multi billion capital, largest motorcycle market share Tangible Physical resources Largest manufacturer of motorcycles, production facilities in Japan and world wide Intangible Technological resources Honda CB750, low emission, fuel-efficient four stroke engine designs, excellent engines manufacturers Intangible Reputation resources Reliable quality and strong brand image Human Resources Extremely loyal and valuable workforce In viewing Ducati's firm in regard primarily to its tangible resources, it can be observed that the business relied heavily on outsourcing. Transferring the production structure to suppliers involved decreasing fixed asset investment, yet was considered necessary to lower costs, improve quality and product control while being flexible to market changes. ...read more.


Women were also an important target group accounting for 8% of its motorcycle sales. The company communicated the product to its market through specialized magazines, by participating in racing events and by displaying motorcycles through a series of events and activities (auctioning at Sotheby's, window displays at Harrods, cooperating with clothing designers, etc). The company also made a limited edition of motorcycles and offered custom made bikes with components to increase the performance and individuality of the motorcycle. Moreover, a museum was built to celebrate Ducati's technical achievements and racing tradition. The company's infrastructure is heavily dependent on new technology product development and design excellence while maintaining a strong outsourcing policy in other areas and rationalizing the network of suppliers. By adopting quality dealership support and strict supplier selection procedures through having only short term contracts with its suppliers, ultimately led to an increase in the quality and reliability of the Ducati Brand. The R&D department consists of highly skilled engineers and designers while it cooperates with the racing and marketing divisions. Price control and brand positioning of Ducati's products in its independent and selected geographical located retail stores have played an important part in increasing the products value to appeal to targeted customers. In particular, the process involves maintaining competent sales forces, good technical assistance and adequate space for product display, while the customized retail environment visually communicates images of Ducati's racing heritage in conjunction with selling brand accessories and apparel. ...read more.


Levels of disposable income and income distribution Socio-Cultural Population growth rate and age profile Population education, social mobility and attitudes to these Demographics (women as potential motorcycle consumers) Lifestyle & Fashion choices and attitudes to these Emphasis on ecological issues and environmental awareness Technological Rate of technological change-emerging technologies Material science innovation Increased investing, activity and integrations of R & D Impact of Internet in sales and marketing activities Porter's Five Forces model can be used to good analytical effect alongside the PEST analysis tool. A PEST analysis of an overall Environmental Analysis evaluates the impact of regulatory, economic, social and technological factors in the motorcycle market during the last 30 years. Through analyzing these factors an assessment can be made of the competitive landscape and the profit potential of existing companies such as Ducati, BMW, Honda etc. The main changes that have occurred are rapid technology development, automating manufacture, an extending export market, globalizing administration, an establishment of marketing channels, an improvement of operating efficiency and particularly a strengthening of R&D. Furthermore, lifestyle trends, consumer behavior, demographics, ecological awareness, have contributed to a changing motorcycle industry environment. Considering the above trends, the motorcycle global market possible faces challenges such as more fuel-efficient or hybrid motorcycles, a possible shift in gasoline-powered to electrically powered vehicles and a new entry by manufacturers of electric vehicles. Ultimately, these possible changes could lead to a redefinition of the riding experience. ?? ?? ?? ?? 2 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Management Studies section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Management Studies essays

  1. Pidilite distribution structure. Pidilite is Indias largest manufacturer of adhesive.

    Next in line are the Area Sales Managers who report directly to the RSMs. FE division has a ASM per eight territories. Under them are the Territory Sales Incharge who act as an interface between the company, distributors and retailers.

  2. Case study of Orange Romania -aims and PEST analysis

    From launch, new variants of the Nokia 5230, Nokia X6, Nokia E5 and Samsung Omnia Pro will be HD Voice enabled with further manufactures expected to offer HD handsets in the coming months. All HD Voice enabled handsets will be labelled with the Orange HD Voice logo, helping customers to

  1. ITC - diversification strategy

    believed that the two companies could reduce some redundancies in the distribution system if they came together Acquisition/ Equity Alliance Degree of Market Uncertainty Given that the demand for high quality paperboards was rising, the market uncertainty was low to medium.

  2. Rayovac Global Strategy

    * To create a more cost- efficient operation out of combined companies: After acquiring Varta AG, distribution operation of two companies was joined to generate expected cost savings of $30 - 40 million. Similarly, after acquiring Remington, their R&D functions, sales management, and marketing were merged together to reduce supply

  1. It is only necessary for a good man to do nothing for evil to ...

    actions of the bad people but for the appalling silence of the good people."-Dr Martin Luther King Jr. More seriously, a director can directly cheat shareholders to receive his own benefits, like Madoff case above. The recent scandals, such as Enron's collapse and Madoff Ponzi scheme have raise serious problems about dishonesty in workplace.

  2. Outsourcing Report. Objectives are: To ...

    third party through centrally located servers in a lease or rental agreement. However, the third party ASP delivers the functionality of non-proprietary software to the client through a centrally managed remote service, thus assisting in the relationship between the client and the Independent Software Providers.

  1. CSR case study - Honda Vietnam.

    HVN has been actively participated in various social activities such as: providing scholarship, organizing cultural activities and providing safety driving lessons. Those are the company's effort in creating a safe and healthy environment. The recent direction is nurturing Vietnamese youth as they will be leading the country in the future.

  2. Apple's strategy and five forces analysis.

    Apple's mission statement is as follows: Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work