Ducati - Motorcycleindustrysegments Offroad...

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Motorcycle industry segments Off-road  purely off-road or dual purpose KTM, BMW, Huskvarna Cruisers big, upright, stylish Harley-Davidson + Honda, Yamaha, Suzuki, Kawasaki, BMW Touring larger motorcycles, longer rides, greater comfort BMW, Harley-Davidson, Honda Sport Bikes  lighter frames, speed, acceleration, not comfort sub-segments:  hyper-sport, super-sport, naked, sport touring Japanese companies +  Ducati , BMW, Triumph See Exhibit #5
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Off-Road               Cruiser  Touring Sport Touring        Sport  Naked
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Background: Emilia Region 
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World Ducati Weekend
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Ducati questions What makes the motorcycle manufacturing industry  attractive? What is Ducati’s positioning strategy? What are the positioning strategies of its  competitors? Why are customers willing to pay a premium for  Ducati?
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This document was uploaded on 11/04/2011 for the course BUSI 471 at UNC.

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Ducati - Motorcycleindustrysegments Offroad...

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