I) General Presentation
A) The Industry
Cars market is in crisis, but not the market for sports car, even less Ferrari, whose sales have exploded in 2008. Indeed, the Prancing Horse brandthis year has seen its turnover increase of 15.2%. 6587 Ferrari were sold last year, an increase about 2%. These figures do not include sales of the new California whose success foreshadows a verygood year 2009 on the market for the sports car.
B) Presentation of the firm
Ferrari is an Italian sports car manufacturer based in Maranello (Headquarters), Italy. Founded by Enzo Ferrari in1929, as Scuderia Ferrari, the company sponsored drivers and manufactured race cars before moving into production of street-legal vehicles as Ferrari S.p.A. in 1947. Throughout its history, the companyhas been noted for its continued participation in racing, especially in Formula One, where it has had great success.
II) The Marketing Mix : 4Ps
We chose 2 products to present.458 Italia
The Ferrari 458 Italia, launched at the IAA Frankfurt Motor Show 2009, is an 8-cylinder two-seater berlinetta with a mid-rear mounted engine, and represents a genuine break with thepast in terms of Maranello's previous high-performance sports cars. (199,239.00 €)
The Ferrari California is the first Ferrari Gran Turismo with a mid-front 8-cylinderengine: a vehicle that uncompromisingly combines sportiness with versatility, guaranteeing the maximum driving pleasure characteristic of cars from Maranello. (181,260.00 €)
They are reliant heavilyinto R&D, innovation & staying at the cutting edge of technology. Therefore, their process is in a constant state of flux which is forever changing & adapting with what the environment aroundthem demands.
€ 1,921 million (2008) of annual wage.
With a minimum price of 180,000 €, owners of a Ferrari sports car, however, are numerous: approximately 65,000 customers and...
Lire le document complet
Veuillez vous inscrire pour avoir accès au document.