FERRARI ASWIN T

Group Members

1)RAMYA .K.C2)TERIL3)AMRUTHA.P.K4)ALI5)MANU6)ASWIN.T

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Tagline/ Slogan

Ferrari, the car for illuminati;  Everything we do is driven by Ferrari; We Are The Competition

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Company Overview

• Ferrari who? Manufacturer of Italian racing cars and high-

performance sports cars Located in Maranello, Italy Emilia-Romagna

region Manufacturing since 1946(?) Racing since 1929 Employees (2011): 2968 Sales(2011): $1,582.8 million Market share: < 1%

HEADQUARTER OF FERRARI

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Company Overview

• Founder – Enzo Ferrari

(1898 – 1998) Worked for Alfa

Romeo Scuderia Ferrari

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C E O of ferrari - AMEDEO FELISA

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Company Overview

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History of the logo

Enzo Ferrari told the story of the prancing horse logo just once:The horse was painted on the fuselage of the fighter plane of Francesco Baracca — a heroic airman of the first world war..

In ’23, I met count Enrico Baracca, the hero’s father, and then his mother, countess Paulina, who said to me one day, ‘Ferrari, put my son’s prancing horse on your cars. It will bring you good luck’. The horse was, and still is, black, and I added the canary yellow background which is the colour of Modena

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LOGO

• Changes in ferrari logo

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Company Overview

• Ferrari in the racing world Italian Races

Alfa Romeo’s racing team

Grand Prix Michael Schumacher

Product Ferrari

• High performance vehicles

• Carrozzeria Scagliette - program to allow clients to personalizing their cars

• A statement of class

Product Ferrari

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Information Technology

• Formula 1 is the focus of Ferrari’s technology investment Racing is Ferrari’s heritage Integration is a competitive advantage

Ferrari only company that designs and manufactures both engine AND chassis

Car design cycle ≈ 9 months Design = 6 months Manufacture = 3 months Technology key to meeting timeframes!

F1 technology then trickles down to commercial vehicles Paddle shifters, independent suspension, disc

brakes…

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Information Technology

• Primary uses for information technology Telemetry

Real-time collection/analysis of car performance during a race

Over 500 different characteristics measured in real-time

Design Engine

• Weight reduction• Power (engines already produce > 800 bhp)

Chassis• Weight reduction• Aerodynamics/Downforce

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Information Technology

• PTC CAD/CAM software

• Ricardo Dedicated CFD program for

engine flows

• CRF (Fiat Research Center) Data acquisition packages

• General Electric Commercial aircraft engine

operation new material research

• Massachusetts Institute of Technology Combustion research

• Shell

Lubricants

• SKF Bearing technology

• AMD Data center

• Acer Workstations

Key Information Technology Providers

Market share of ferrari

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A Global Presence

• Ferrari sells ≈ 4,300 high-performance sports cars a year Prices $140,000 - $260,000 To safeguard exclusivity and high value, the company

has set a self-imposed production limit

• Models F430

Scaglietti

FEW MODELS OF FERRARI

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A Global Presence cont…

• Beginning in 1979, the North American import and distribution of Ferraris was handled by Fiat SpA In 1990 Ferrari North America was established The company imports and distributes its

vehicles from Maranello, Italy The exports are done through a network of more than

300 sales and service centers in 45 countries

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Ferrari Clientele

• Ferrari's main markets are: United States Germany Great Britain Italy The countries of the Pacific area Switzerland

90% of all production is exported. Total units sold worldwide: 6,099 (Ferrari 4,072, Maserati 2,027)

Major market sales in 2000 The portfolio of orders taken by the dealership network is far higher

than the numbers of cars that Ferrari can actually deliver.

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Outsourcing

• Ferrari Outsourced Engine Development Ferrari and Tata Consultancy Services (TCS),

Asia’s largest software company, have concluded a deal which calls for TCS to provide IT and engineering services for the development of Ferrari’s Formula 1 racing car TCS solutions would include car electronics, safety,

aerodynamics, and troubleshooting

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Competition

• Ferrari’s are considered high-end luxury vehicles

• Main competitors Lamborghini

Gallardo, Murcielago

Porsche 911 GT2, Boxter S, Carrera GT

Aston Martin V12 Vanquish S, DB9, V8 Vantage

STP

Segment

Sports car for affluent and elite customer

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Target Group

Targeted towards elite class customers seeking for a brilliant sporty driving experience

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Positioning

• Positioned as a premium sports car manufacturing company providing best features and latest technology as well as best in class sporty driving experience

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Product Portfolio

Brands

• 1. Ferrari F12 Berlinetta• 2. Ferrari FF• 3. Ferrari 458 Spider• 4. Ferrari 458 Italia• 5. Ferrari California• 6. Ferrari F50• 7. Ferrari F40

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SWOT ANALYSIS……SWOT ANALYSIS……

Strength

1. Rich heritage and legacy2. Looked upon as a cult brand and possesses

strong brand equity3. Extremely strong presence in the racing world4. Provides an interactive channel to the owners

through owner’s group5. Extremely capable design and R&D

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6. Very light alloy used in manufacturing resulting into better acceleration and handling

7. A dedicated pre-owned program to facilitate second hand sales increasing customer reach

8. Endowed with world class safety facilities

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Weakness

• 1. Extremely high priced

• 2. Limited potential customer base in some markets

• 3. Limited distribution and service network

• 4. Lack of experienced service professionals in many countries

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Opportunity

• 1. Increasing pride in owning Ferrari• 2. Entering in hybrid and future car

segment• 3. Leveraging the owners group network

to reach potential customers• 4. Differentiating the product portfolio to

accommodate variants• 5. Augmenting the distribution and service

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Threats

• 1. Various custom policies in some countries making purchase a long procedure

• 2. Increasing expectation from customers might not be met

• 3. Product innovations and frugal engineering by competitors

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