Abstract
The motorcycle market is a worldwide market within four mains segments: off-road, cruisers, touring and sport bikes. Ducati, a historically relatively small actor with 6.7% of the market, is now facing international competition and would like to gain market shares. This study is about how Ducati can choose the right strategy and do the right investment in order to develop their market share and surpass the profitability of Harley-Davidson. In the first part, we are going to present the analysis of the market. We are going to show how high the rivalry in the market is. In a second part, we will focus on strategic alternatives for the company and then we will present our recommendation for Ducati. The motorcycle market is first of all an industry of production. Motorcycles produced are sold to customers after being produced in outsourcing units for Ducati. They make money on the difference between cost of fabrication and distribution and the selling price. This industry is turning into two segments: dream industry associated with a lifestyle, and useful cheap motorscycles.
