Executive summary
Focusing on the sports car brand Ferrari, we examined the effectiveness of their marketing strategies in two distinct markets: Italy and Germany. Our analysis incorporated various business theories, including the marketing mix, product life cycle, Boston Consulting Group matrix, as well as segmentation and positioning analysis.
Despite their differences, these two economically stable countries do not make many distinctions in the way Ferrari sells cars. We will discuss the company's operations.
The Brand
Ferrari is an Italian sports car manufacturer located in Maranello, Italy. Enzo Ferrari founded it in 1929 as Scuderia Ferrari, sponsoring drivers and producing race cars before venturing into the production of street-legal vehicles in 1947 as Ferrari S.p.A. Throughout its history, the company has been known for its continuous involvement in racing, particularly in Formula One, where it has achi
...eved significant success.
Italian - German Ferrari's Marketing Mix Product:
"What's red, Italian, and accelerates from 0 km/h to 100 km/h in three and a half seconds?" The answer is Ferrari.
In contrast, the efforts of these Italian masters deserve appreciation because Ferrari not only possesses technical expertise but also understands how to approach the market. Ferrari has adopted a universal strategy in all the markets they participate in, as we will analyze the Italian market and then proceed to the German market. The exhibit below reveals that Italy, with its high GDP per capita, exhibits extremely high car penetration. Italy ranks second in absolute car penetration, just behind Luxembourg. With its geographic location and affinity for cars, Italy holds a strategic advantage in serving key markets for sports cars. In fact, Italy accounts for nearly 12% of Ferrari's sales.
The Scuderia Ferrari team is located i
Maranello, which is adjacent to Ferrari's road car.
- Chief Executive Officer essays
- Convenience Store essays
- Firm essays
- Training And Development essays
- Unilever essays
- Variable Cost essays
- Virgin Group essays
- Bargaining essays
- Entity essays
- Pest analysis essays
- Advertising essays
- Audience Theory essays
- Competitor Analysis essays
- Consumer essays
- Marketing Management essays
- Marketing Mix essays
- Marketing Plan essays
- Marketing Research essays
- Marketing Strategy essays
- Point Of Sale essays
- Price essays
- Procurement essays
- Product essays
- Product Differentiation essays
- Promotion essays
- Promotion And Marketing Communications essays
- Retailing essays
- Trademark essays
- Anheuser-busch essays
- Brands essays
- Detergent essays
- Product Placement essays
- Research Design essays
- New Product Development essays
- Advertisement essays
- Brand essays
- Sales Promotion essays
- Advertising campaign essays
- Consumer behaviour essays
- Offer And Acceptance essays
- Wal-Mart essays
- Discover essays
- John Locke essays
- 9/11 essays
- A Good Teacher essays
- A Healthy Diet essays
- A Modest Proposal essays
- A&P essays
- Academic Achievement essays
- Achievement essays
