MODERN INDIAN SCHOOL

Kathmandu, Nepal
P.O. Box: 1497
Tel: 4330088,4330163

BUSINESS PROJECT
LAMBORGHINI
For Academic Year 2020-2021

Submitted By: Samir Rout Submitted to: Mr. Prashant Mishra

Class: XI Sec: ‘F’ PGT commerce
Roll no.: 21
 ACKNOWLEDGEMENT

I would like to express my gratitude towards all the

teachers who guided me throughout this project. I
would especially like to thank our principal Mr. Col.
(Retired) Raju Peter and Mr. Prashant Mishra for giving
me this golden opportunity to make this project.

I would also like to thank my parents and friend who

helped me to complete this project within the limited
time frame.

This project has helped me to gather the knowledge to a

great extent.
 MODERN INDIAN SCHOOL

Chobhar, Kathmandu, Nepal

This is to certify that Samir Rout of Class XI ‘F’ has

successfully coordinated and completed the Business Project on
LAMBORGHINI as prescribed by CBSE.
Principal Subject Teacher Col. (Retired) Raju Peter
Pankaj Sharma Prashant Mishra

CONTENTS
 Introduction
 History
 Product and services
 Marketing strategies
 Financial reports
 Competitions
 Conclusion
 Introduction
This project is about the famous automobile brand
‘LAMBORGHINI’. Manufacturing magnate Italian Ferruccio
Lamborghini founded the company in 1963 with the objective of
producing a refined grand touring car to compete with offerings from
established marques such as Ferrari. The company's first models, such
as the 350 GT, were released in the mid-1960s. Lamborghini was
noted for the 1966 Miura sports coupé, which used a rear mid-engine,
rear wheel drive layout.
Lamborghini grew rapidly during its first ten years, but sales fell in
the wake of the 1973 worldwide financial downturn and the oil crisis.
Ferruccio Lamborghini sold the company to Georges-Henri Rossetti
and René Leimer and retired in 1974. The company went bankrupt in
1978, and was placed in the receivership of brothers Jean-Claude
and Patrick Mimran in 1980. The Mimrans purchased the company
out of receivership by 1984 and invested heavily in its expansion.
Under the Mimrans' management, Lamborghini's model line was
expanded from the Countach to include the Jalpa sports car and
the LM002 high performance off-road vehicle.
The Mimrans sold Lamborghini to the Chrysler Corporation in 1987.
After replacing the Countach with the Diablo and discontinuing the
Jalpa and the LM002, Chrysler sold Lamborghini to Malaysian
investment group Mycom Setdco and Indonesian group V'Power
Corporation in 1994. In 1998, Mycom Setdco and V'Power sold
Lamborghini to the Volkswagen Group where it was placed under the
control of the group's Audi division. New products and model lines
were introduced to the brand's portfolio and brought to the market and
saw an increased productivity for the brand Lamborghini. In the late
2000s, during the worldwide financial crisis and the subsequent
economic crisis, Lamborghini's sales saw a drop of nearly 50 percent.
 HISTORY

Ferruccio Lamborghini (28th April,1916-20th February 1993)

This project is on the very famous auto company named

“LAMBORGHINI”.
This company was created in 1963 by Ferruccio
Lamborghini. They wanted to produce a touring car
to compete with ‘Ferrari’ ’There objective was to
produce a refined touring car to compete with the
rivalry established company like Ferrari. There first
model was released in mid-1960 and were noted for their power,
refinement and comfort. Lamborghini gained wide acclaim in 1966
form the Miura sports coupé company.
Lamborghini grew rapidly during its first ten years.

VISION AND MOTTO:

“Lamborghini creates sports cars that are unparallel in terms of
PERFORMNCE and EXTREME DESIGN with a TOUCH OF
PROVOCATION for the DISCERNING CUSTOMER who wishes to
STAND OUT wherever he goes”.
“ALWAYS DIFFERENT ALWAYS LAMBORGHINI”
LAMBORGHINI cars were a result of a tractor company owner being
insulted by the founder of ‘FERRARI’. The creator of Lamborghini
originally owned a tractor company. Lamborghini produced tractors
from surplus military hardware. He decided to get into making cars as
a result of frustration he had with a Ferrari he had purchased which
ultimately resulted in him being insulted by the founder of the famed
Ferrari brand car company. Having always interested in car engines,
during world war ll, Ferruccio Lamborghini served with the Air force
mechanics corps and became known as a wizard at mechanical
improvisation and fixing engines.
LOGOS OF LAMBORGHINI:

First car manufactured by Lamborghini:

LAMBORGHINI 350 GT
 Product and Services

1.) Lamborghini Murciélago:  The Lamborghini

Murciélago is a sports car produced by Italian
automotive manufacturer Lamborghini between 2001 and
2009. Successor to the Diablo and flagship V12 of the
automaker's lineup, the Murciélago was introduced as a
coupé in 2001. The car was first available in North America
for the 2002 model year.

2.) Lamborghini Estoque: The Lamborghini

Estoque (Spanish pronunciation: [esˈtoke]) is a one-off
concept car built by Italian automobile
manufacturer Lamborghini. Unlike almost all
production Lamborghini models, which are mid-engine,
two-seater sports cars, the Estoque is a four-door sedan.
3.) Lamborghini Urus: Lamborghini Urus is the first Super Sport
Utility Vehicle in the world to merge the soul of a super sports car
with the functionality of an SUV. Powered by a 4.0-liter twin-turbo
V8 engine producing 650 CV and 850 Nm of torque, Urus accelerates
from 0 to 62 mph in 3.6 seconds and reaches a top speed of 190 mph.

4.) Lamborghini Reventon:The Lamborghini Reventón (Spanish

pronunciation: [reβenˈton]) is a mid-engine sports car that debuted at
the 2007 Frankfurt Motor Show. ... The official press release stated
that only 20 vehicles would be sold to the public, with one additional
car (marked as 00/20) produced for the Lamborghini museum.
5.) Lamborghini Jalpa:The Lamborghini Jalpa (Spanish
pronunciation: [ˈxalpa]) is an entry level sports car produced by the
Italian automotive manufacturer Lamborghini from 1981 to 1988. it
debuted at the 1981 Geneva Motor Show alongside
the Lamborghini LM001 concept off-road vehicle.
 MARKETING STARATEGIES
Marketing Mix of Lamborghini analyses the brand/company which
covers 4Ps (Product, Price, Place, Promotion) and explains the
Lamborghini marketing strategy. There are several marketing
strategies like product/service innovation, marketing investment,
customer experience etc. which have helped the brand grow.
Marketing strategy helps companies achieve business goals &
objectives, and marketing mix (4Ps) is the widely used framework to
define the strategies. This article elaborates the product, pricing,
advertising & distribution strategies used by Lamborghini.
Let us start the Lamborghini Marketing Mix & Strategy:
Lamborghini Product Strategy:
The product strategy and mix in Lamborghini marketing strategy can
be explained as follows:
Lamborghini is one of the most popular sports car brands in the
world. Lamborghini started out when the founder after returning back
from World War II, started piecing together tractors from spare parts
which were available to him. The tractor business gained immense
popularity and hit out overnight as a successful business venture,
giving the founder the confidence to venture into the luxury vehicles
market. Lamborghini is actually a manufacturer of luxury supercars,
sports cars and SUVs and is headquartered in Sant ‘Agata Bolognese,
Italy. Lamborghini is also known for producing sports car engines and
V12 engines which are used for offshore power boat racing. The
automobile range of Lamborghini at present, includes two model lines
in its marketing mix, both of which are mid-engine two-seater sports
cars. In the mid-80s, Lamborghini also ventured into the field of
motorcycles when it produced 1000cc sports motorcycles.
Lamborghini’s superior performance with modern looks and one of
the most advanced braking systems, makes it a popular choice
amongst all car enthusiasts. The fastest ever Lamborghini is the Le
Mans version of the Murcielago R-GT model. It can go up to a
maximum speed of about 370 km/hour.

Lamborghini Price/Pricing Strategy:

Below is the pricing strategy in Lamborghini marketing strategy:
Being a luxury car maker, Lamborghini creates a market of buyers
who are looking for class coupled with elegance and performance as
the criteria for making a vehicle purchase.
To offer the class and luxury associated with the product, the pricing
strategy in its marketing mix is extremely premium. After sales
services and individual sub-parts are extremely expensive for buying
as well. Lamborghini ranges in price between 300,000 dollars for the
most commonly available to models like Huracan to 4500,000 dollars
for exclusive vehicles like Lamborghini Veneno Roadster

Lamborghini Place & Distribution Strategy:

Following is the distribution strategy of Lamborghini:
Lamborghini has more than 135 dealers across 50 countries and
worldwide deliveries of cars are as huge as 3457 units as per the latest
information available from dealers. Presently, USA is the largest
market with more than 1000 units sold per year followed closely by
Japan, UK, Germany, Canada, the Middle East and China. There are
two types of dealerships commonly prevalent in the distribution of
Lamborghini cars across the world. The first type of dealership is the
official Lamborghini dealership which is recognized by the company.
The second type is a one in which smaller and generally used models
of cars are sold and repurchased.
FINANCIAL REPORT OF LAMBORGHINI
SALE RESULTS: • The most important markets in 2004 for
Lamborghini's sports cars are the U.S. (41%). • Germany (13%) •
Great Britain (9%) and Japan (8%). • Prior to the launch of the
Gallardo in 2003, Lamborghini produced approximately 400 vehicles
per year. • In 2011 Lamborghini produced 1,711 vehicles.

In Fiscal Year 2019 Automobili Lamborghini achieved its best-ever

results and outperformed all previous key business benchmarks.
Sales, turnover and profitability recorded unprecedented levels in the
history of the brand. Turnover grew by 28% from 1.42 to 1.81 billion
Euro, worldwide sales increased by 43% from 5,750 to 8,205 units,
strong sales were made for both super sports car model lines, V12
Aventador (1,104 units) and V10 Huracán (2,139 units). Also, the
Super SUV Urus continued its high sales momentum, with almost
5,000 units delivered to customers. All this accounted for record sales
performance across all regions: EMEA, America and Asia Pacific.
Lamborghini maintains an attractive product portfolio and a strong
global sales presence with 165 dealers serving 51 countries. In
addition, new hires brought the number of employees to 1,787 at the
end of 2019. Lamborghini was again confirmed in 2019 as one of the
most attractive employers, achieving the Top Employer Italia
certification for the seventh consecutive year. With imponderables
remaining due to the current Coronavirus situation, it is still too early
to give a detailed forecast of impacts on business development in
2020.

COMPETITION

TOP RIVALRY COMPETITERS:

• FERRARI
• ASTON MARTIN
• PORSCHE

FERRARI: • The rivalry between Ferrari and Lamborghini is old, and

both companies are throne of the ultimate Italian exotic. While Ferrari
has had a historic association with motorsport, Lamborghini has kept
its involvement in racing to a minimum. The typical Ferrari owner is
an older, successful professional, who has earned the right to own
one. • Unique sports car destined to represent the excellence of Italian
cars, whether on road, or on the racing circuit.
ASTON MARTIN: • Aston Martin is a British motoring icon, one of
few performance marques that has managed to keep up with the times
and stay competent in the face of rising competition from mainland
Europe, America, and Japan. The involvement in motorsport have
helped the brand to grow. • A strong, independent British brand which
combines the three elements of power, beauty and soul.
PORSCHE: • The first Porsches evolved from the Volkswagen and
this has given the brand a sense of accessibility that many other high-
end sports car manufacturers lack. The brand is famed for pushing the
limits of engineering excellence and its active involvement in
motorsport. • High performance vehicles with exceptional driving
dynamics, that also possess outstanding everyday practically.

CONCLUSION
The company should work upon its:
WEAKNESS: • Fuel consumption is too high. • Maintenance charge is too high
and specific repair regional shops. • Price is too high, and not affordable by
everyone.
OPPERTUNITIES: • To increase customer relations events & activities which
will showcase and enhance the ownership experience. • To increase the global
reach as currently it has been restricted to a few regions. • To do away with the
regional quota system & sell on the basis of demand, it was seen that when they
launched their models in India the demand was exceeded for supply.
More products: • Lamborghini has been doing a lot to keep the company
standing out from the various competitors and with the financial help of Audi
they can do so. • Lamborghini would want to show a little skill in the two-
wheel department as well.
BRAND merchandizing: • Lamborghini licenses its brand to manufacturers that
produce a variety of Lamborghini-branded consumer goods including scale
models, clothing, accessories, bags and electronics.
RECOMMENDATIONS AND PERSONAL ANALYSIS: • In my opinion the
company should work on low price and low oil consumption cars for lower
class. • The company should create maintenance and repairable shops in
different zones.

THANK
YOU