 Demonstrate the logic of a highly focused competitor.

 Demonstrate the value of a higher Willingness To Pay (WIP)

in a competitive situation.
 Illustrate how tailoring a firm’s entire set of activities to a
particular set of products, customers, and geographic
markets can strengthen its competitive position.
 Discuss how a combination of tradeoffs and fit can protect
a firm’s competitive position.
 Show the limits of a focused strategy, particularly regarding
growth, and how a company like Ducati can overcome these
limits.

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1. How did Ducati become the second most
profitable motorcycle maker in the world, despite
its small scale? What is the fundamental economic
logic of Minoli’s turnaround?
2. Can Ducati sustain its position in the sport
segment? Can Honda and other Japanese
manufacturers stop its growth in this segment?

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3. What strategic alternatives were available to
Minoli in 2001?
4. Which alternative would you recommend? Why?
5. Looking in today’s market, analyze the
momentum (or lack-of) that Ducati has
generated, and discuss its current position.
Consider its SWOT.
6. Compare the recovery strategy of Minoli to that
of Ghosn at Nissan.
7. What are the valuable lessons you have learned
from this case?