PRESENTDED FOR SNES IMSAR

2. Group Members
1)RAMYA .K.C
2)TERIL
3)AMRUTHA.P.K
4)ALI
5)MANU
6)ASWIN.T
2

3. Tagline/ Slogan
Ferrari, the car for illuminati; Everything we do is
driven by Ferrari; We Are The Competition

4. 4
Company Overview
• Ferrari who?
 Manufacturer of Italian racing cars and high-
performance sports cars
 Located in Maranello, Italy Emilia-Romagna region
 Manufacturing since 1946(?)
 Racing since 1929
 Employees (2011): 2968
 Sales(2011): $1,582.8 million
 Market share: < 1%

5. HEADQUARTER OF
FERRARI
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6. 6
Company Overview
• Founder
– Enzo Ferrari (1898 –
1998)
 Worked for Alfa
Romeo
 Scuderia Ferrari

7. 7
C E O of ferrari - AMEDEO FELISA

8. 8
Company Overview
•
History of the logo
Enzo Ferrari told the story of the prancing horse
logo just once:
The horse was painted on the fuselage of the
fighter plane of Francesco Baracca — a heroic
airman of the first world war..

9. In ’23, I met count Enrico Baracca, the hero’s father,
and then his mother, countess Paulina, who said to me
one day, ‘Ferrari, put my son’s prancing horse on your
cars. It will bring you good luck’. The horse was, and
still is, black, and I added the canary yellow background
which is the colour of Modena
9

10. LOGO
• Changes in ferrari logo
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11. 11
Company Overview
• Ferrari in the racing world
 Italian Races
 Alfa Romeo’s racing team
 Grand Prix
 Michael Schumacher

12. Product Ferrari
• High performance vehicles
• Carrozzeria Scagliette -
program to allow clients to
personalizing their cars
• A statement of class

13. Product Ferrari
13

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Information Technology
• Formula 1 is the focus of Ferrari’s technology
investment
 Racing is Ferrari’s heritage
 Integration is a competitive advantage
 Ferrari only company that designs and manufactures both
engine AND chassis
 Car design cycle ≈ 9 months
 Design = 6 months
 Manufacture = 3 months
 Technology key to meeting timeframes!
 F1 technology then trickles down to commercial vehicles
 Paddle shifters, independent suspension, disc brakes…

15. 15
Information Technology
• Primary uses for information technology
 Telemetry
 Real-time collection/analysis of car performance during a race
 Over 500 different characteristics measured in real-time
 Design
 Engine
• Weight reduction
• Power (engines already produce > 800 bhp)
 Chassis
• Weight reduction
• Aerodynamics/Downforce

16. 16
Information Technology
• PTC
 CAD/CAM software
• Ricardo
 Dedicated CFD program for
engine flows
• CRF (Fiat Research Center)
 Data acquisition packages
• General Electric
 Commercial aircraft engine
operation new material
research
• Massachusetts Institute of
Technology
 Combustion research
• Shell
 Lubricants
• SKF
 Bearing technology
• AMD
 Data center
• Acer
 Workstations
Key Information Technology Providers

17. Market share of ferrari
17

18. 18
A Global Presence
• Ferrari sells ≈ 4,300 high-performance
sports cars a year
 Prices $140,000 - $260,000
 To safeguard exclusivity and high value, the company has set
a self-imposed production limit
• Models
 F430
 Scaglietti

19. FEW MODELS OF
FERRARI
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20. 20
A Global Presence cont…
• Beginning in 1979, the North American import
and distribution of Ferraris was handled by Fiat
SpA
 In 1990 Ferrari North America was established
 The company imports and distributes its vehicles from
Maranello, Italy
 The exports are done through a network of more than 300
sales and service centers in 45 countries

21. 21
Ferrari Clientele
• Ferrari's main markets are:
 United States
 Germany
 Great Britain
 Italy
 The countries of the Pacific area
 Switzerland
 90% of all production is exported.
 Total units sold worldwide: 6,099 (Ferrari 4,072, Maserati 2,027)
Major market sales in 2000
 The portfolio of orders taken by the dealership network is far higher
than the numbers of cars that Ferrari can actually deliver.

22. 22
Outsourcing
• Ferrari Outsourced Engine Development
 Ferrari and Tata Consultancy Services (TCS), Asia’s
largest software company, have concluded a deal
which calls for TCS to provide IT and engineering
services for the development of Ferrari’s Formula 1
racing car
 TCS solutions would include car electronics, safety,
aerodynamics, and troubleshooting

23. 23
Competition
• Ferrari’s are considered high-end luxury vehicles
• Main competitors
 Lamborghini
 Gallardo, Murcielago
 Porsche
 911 GT2, Boxter S, Carrera GT
 Aston Martin
 V12 Vanquish S, DB9, V8 Vantage

24. STP
Segment
Sports car for affluent and elite customer
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25. Target Group
Targeted towards elite class customers seeking for
a brilliant sporty driving experience
25

26. Positioning
• Positioned as a premium sports car
manufacturing company providing best features
and latest technology as well as best in class
sporty driving experience
26

27. Product Portfolio
Brands
• 1. Ferrari F12 Berlinetta
• 2. Ferrari FF
• 3. Ferrari 458 Spider
• 4. Ferrari 458 Italia
• 5. Ferrari California
• 6. Ferrari F50
• 7. Ferrari F40
27

28. SWOT ANALYSIS……SWOT ANALYSIS……
Strength
1. Rich heritage and legacy
2. Looked upon as a cult brand and possesses
strong brand equity
3. Extremely strong presence in the racing world
4. Provides an interactive channel to the owners
through owner’s group
5. Extremely capable design and R&D department
28

29. 6. Very light alloy used in manufacturing resulting
into better acceleration and handling
7. A dedicated pre-owned program to facilitate
second hand sales increasing customer reach
8. Endowed with world class safety facilities
29

30. Weakness
• 1. Extremely high priced
• 2. Limited potential customer base in some
markets
• 3. Limited distribution and service network
• 4. Lack of experienced service professionals in
many countries
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31. Opportunity
• 1. Increasing pride in owning Ferrari
• 2. Entering in hybrid and future car segment
• 3. Leveraging the owners group network to
reach potential customers
• 4. Differentiating the product portfolio to
accommodate variants
• 5. Augmenting the distribution and service
network
31

32. Threats
• 1. Various custom policies in some countries
making purchase a long procedure
• 2. Increasing expectation from customers might
not be met
• 3. Product innovations and frugal engineering by
competitors
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