Ducati Swot Analysis Essay

561 Words2 Pages

We can analyze whether Ducati should enter the Cruise market of Harley Davidson or not by doing a SWOT analysis and the benefits Ducati will be able to attain financially in the new market.
Strengths: Ducati is known for its brand and quality. They also distinguish themselves from the other competitors with unique and innovative design which gives them technical superiority. Ducati is associated with the lifestyle of people and it created the “World of Ducati”. It will be able to do well in the new market since it an established brand.
Weaknesses: Ducati sales was concentrated towards the younger generation males only. They had a very narrow market as most of their motorcycle was purchased by young males. Entering the new market will be difficult. …show more content…

They can expand its market share.
Threats: Ducati faces threats from its competitors like Harley Davidson’s, Honda and Japanese models. The other brands also have a strong brand image in the new market. If Ducati was to enter the Cruise market, then it may lose its competitive advantage of supplying only to sporting bike industry. It might even disrupt its own brand equity.
If it doesn’t enter the new market, then there is no risk of failure and they can concentrate completely on their niche market. They can further expand their existing network and loyal customers and build on that.
If Ducati wants to enter the cruise market, it must be able to differentiate itself from its competitors. It must incorporate some unique features to the cruise model which requires investment.
Ducati will need to develop a strategy to attract the customers in its new market. Since Harley-Davidson is already a big player in cruise market, to be profitable in this sector might be time consuming and difficult for Ducati. Also, Harley-Davidson has a loyal customer base which might make it tougher for Ducati to attract more customers towards its

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