Case Study

Ducati: Adding value abroad in a post-pandemic world?

11 pages
August 2021
Reference: IMD-7-2267

Ducati’s high performance “Made in Italy” motorcycles, spare parts and apparel targeted the high- and premium-end of the market. Described as “the Ferrari of motorcycles”, Ducati produced some of the fastest motorcycles in the world due to its innovative engine technology. The case looks at how Ducati developed its reputation and how it built its global footprint through organic growth and an aggressive dealership strategy over the years up until the COVID-19 pandemic hit. In 2019, the expectation was that the global motorcycle industry would significantly shrink in the years to come. The more risk-averse Millennials were contributing to the trend because they were not replacing ex-riders. Yet, despite the short-term negative implications of the COVID-19 lockdowns, the pandemic had generated new enthusiasm among riders. Still, it was difficult to make predictions for the longer-term evolution of the industry. Ducati’s global footprint included Europe, the US and Asia, but in a shrinking industry, was internationalization going to matter in the same way? In view of these uncertainties as well as the profound impact of global trends such as sustainability and digitalization on consumers and industry dynamics, did Ducati need to (re)configure its global footprint to capture all the opportunities for adding value internationally? If so, how?

Learning Objective
  • Analyze the extent to which international expansion can be instrumental to Ducati’s growth and success in the marketplace
  • Analyze the extent to which the COVID-19 pandemic has impacted the business operations of companies such as Ducati
  • Explore how companies such as Ducati can create value via their international presence
  • Explore strategy in an environment characterized by a high degree of uncertainty associated with the COVID-19 pandemic
Keywords
Strategy, Market Entry, Global Strategy, International Strategy, Internationalization, International Expansion, Motorcycle, Manufacturing, Retail
Settings
World/global, Italy
Ducati, Automotive, Motorcycles
1926-2020
Type
Published Sources
Copyright
© 2021
Available Languages
English
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

This case study is part of a series
  • Ducati: Adding value abroad in a post-pandemic world?
  • Kellogg: Localizing foreign entry mode
  • Tesla’s global expansion: Where to go next?
  • Zentiva: Growing into a regional pharmaceutical powerhouse
This case study is part of a series
  • Ducati: Adding value abroad in a post-pandemic world?
  • Kellogg: Localizing foreign entry mode
  • Tesla’s global expansion: Where to go next?
  • Zentiva: Growing into a regional pharmaceutical powerhouse
Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics
Ducati: Adding value abroad in a post-pandemic world?
By David Bach Niccolò Pisani and Lisa Simone Duke
Case reference: IMD-7-2267 ©2021
Summary
Ducati’s high performance “Made in Italy” motorcycles, spare parts and apparel targeted the high- and premium-end of the market. Described as “the ...
Reference IMD-7-2267
Copyright ©2021
Copyright owner IMD Copyright
Organization Ducati
Industry Automotive, Motorcycles
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications

Kellogg: Localizing foreign entry mode
By David Bach Niccolò Pisani and Lisa Simone Duke
Case reference: IMD-7-2269 ©2021
Summary
For more than 100 years, the Kellogg Company of Battle Creek, Michigan, had sold its breakfast cereals around the globe to consumers. With mounting...
Reference IMD-7-2269
Copyright ©2021
Copyright owner IMD Copyright
Organization Kellogg
Industry Consumer Goods, Food and Beverage
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications

Tesla’s global expansion: Where to go next?
By David Bach Niccolò Pisani and Lisa Simone Duke
Case reference: IMD-7-2268 ©2021
Summary
Tesla set out to build “awesome” electric vehicles with a mission to accelerate the world’s transition to sustainable energy. In so doing, Tesla no...
Reference IMD-7-2268
Copyright ©2021
Copyright owner IMD Copyright
Organization Tesla
Industry Automotive
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications

Zentiva: Growing into a regional pharmaceutical powerhouse
By David Bach Niccolò Pisani and Lisa Simone Duke
Case reference: IMD-7-2270 ©2022
Summary
By 2021, Zentiva relied on an internationally diversified network of manufacturing sites, ensuring the production and supply of medicines to millio...
Reference IMD-7-2270
Copyright ©2022
Copyright owner IMD Copyright
Organization Zentiva
Industry Healthcare, Pharmaceuticals
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications