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?

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