Instructions: The instructions are as follows:
1. Prepare a 20 min presentation that discusses the attractiveness of the motorcycle industry and why it is attractive. Also, explain Ducati's current strategy in detail and justify your position.
2. Identify the characteristics of Ducati's business that influenced its success. Consider the economic logic of Minoli's turnaround, the factors that determine willingness to pay, and the factors that determine relative cost position.
3. Analyze how you expect the industry attractiveness to change over the next five years. This analysis is crucial for the following question.
4. Evaluate Ducati's positioning relative to its key competitors in terms of their ability to adapt to potential changes. This requires linking D
ucati's capabilities and resources with the external environment to ensure long-term viability.
Important notes: 1. Your presentation should center around question 5 as it is the most important. Questions 1-4 will provide the necessary background and insights to address question 5. All questions are interconnected, meaning the industry analysis should inform the strategy analysis and the strategy analysis should inform the recommendations. 2. It is safe to assume that I have already read the case and am familiar with the facts, so there is no need to repeat them. 3. However, you should use the case facts to support your arguments. Present your argument first and then use relevant facts to back it up. 4. Focus your presentation time on your key points.
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