Ducati

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Title: Ducati

Essay Details:

Subject: Business

Author: John C

Date: June 16, 2014

Level: University

Grade: A

Length: 2 / 304

Essay text:

It is found on almost every motorcycle Ducati has produced till date. In 1996, Ducati was on the verge of bankruptcy due to lack of working capital. The company rebounded by 2000, quadrupling its revenues, doubling its EBITDA (since 1997) and doubling its market share (since 1996). This rebound can be ascribed to two strategic changes that Ducati adopted; firstly Ducati increased its global reach and expanded its offerings within the sport segment and secondly it transformed itself from being a manufacturing company to an entertainment company e.g. the brand Ducati was not about just motorcycle anymore, but it was also about experiencing and enjoying various aspects of Ducati (Ducati Stores, Ducati Owner Clubs, Events, Museums etc...

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