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Written by Gary F. Smith

Publish Date: 2024-12-03

Harvard Case - Ferrari

"Ferrari" Harvard business case study is written by Stefan Thomke, Elena Corsi, Ashok Nimgade. It
deals with the challenges in the field of General Management. The case study is 26 page(s) long
and it was first published on : Apr 30, 2018

At Fern Fort University, we recommend that Ferrari focus on a strategic shift towards sustainable
growth by leveraging its strong brand equity, iconic heritage, and technological prowess. This
involves a multi-pronged approach encompassing a robust digital transformation, expansion into
emerging markets, and a commitment to environmental sustainability while maintaining its
core values of exclusivity and performance.

2. Background

This case study explores the challenges faced by Ferrari, a renowned luxury sports car
manufacturer, as it navigates a complex global landscape marked by increasing competition,
evolving customer preferences, and environmental concerns. The case highlights Ferrari's need to
balance its heritage and exclusivity with the demands of a rapidly changing market.

The main protagonists in this case are:

 Sergio Marchionne: The CEO of Fiat Chrysler Automobiles (FCA), which owns Ferrari, who is
tasked with driving Ferrari's growth and ensuring its long-term success.
Luca di Montezemolo: The former chairman of Ferrari, who played a pivotal role in shaping
the brand's image and its global appeal.
The Ferrari Board of Directors: Responsible for overseeing the company's strategic direction
and ensuring its financial stability.
Ferrari's customers: High-net-worth individuals who value exclusivity, performance, and the
prestige associated with owning a Ferrari.

3. Analysis of the Case Study

This analysis utilizes a combination of frameworks to provide a comprehensive understanding of

Ferrari's situation:

1. SWOT Analysis:

Strengths: Strong brand equity, iconic heritage, high-performance vehicles, loyal customer
base, skilled workforce, strong financial position.
Weaknesses: Limited production capacity, dependence on a niche market, potential
vulnerability to economic downturns, limited product diversification.
Opportunities: Expansion into emerging markets, development of new technologies,
increased demand for luxury goods in Asia, growing interest in electric vehicles.
Threats: Increasing competition from other luxury car manufacturers, rising fuel prices,
environmental regulations, potential economic instability, fluctuating currency exchange rates.

2. Porter's Five Forces:

Threat of new entrants: Moderate, due to high barriers to entry in the luxury sports car
market, including significant capital investment, brand building, and technological expertise.
Bargaining power of buyers: Moderate, as Ferrari caters to a niche market with limited
substitutes, but buyers have high expectations for quality and service.
Bargaining power of suppliers: Low, as Ferrari has established relationships with key
suppliers and can negotiate favorable terms.
Threat of substitute products: Moderate, as other luxury car manufacturers offer comparable
performance and features, and the rise of electric vehicles presents a potential long-term
threat.
 Competitive rivalry: High, as Ferrari faces intense competition from established players like
Porsche, Lamborghini, and Aston Martin, as well as emerging brands like Tesla.

3. Balanced Scorecard:

Financial Perspective: Maintain profitability, increase shareholder value, optimize financial

performance, manage debt, and explore new revenue streams.
Customer Perspective: Enhance brand loyalty, improve customer satisfaction, expand
customer base, and provide personalized experiences.
Internal Processes Perspective: Optimize production processes, improve efficiency, enhance
quality control, and foster innovation.
Learning and Growth Perspective: Develop talent, foster a culture of innovation, invest in
technology, and promote sustainability.

4. Key Performance Indicators (KPIs):

Revenue growth: Track the growth in sales revenue to measure overall business performance.
Profit margin: Evaluate profitability and assess the efficiency of operations.
Customer satisfaction: Gauge customer perception of Ferrari's products and services.
Brand awareness: Measure the brand's recognition and reputation in the market.
Innovation rate: Track the development and launch of new products and technologies.
Sustainability performance: Assess the company's environmental impact and progress
towards sustainability goals.

4. Recommendations

Ferrari should implement a strategic shift towards sustainable growth by focusing on the following:

1. Digital Transformation:

Enhance online presence: Develop a robust e-commerce platform, invest in digital marketing,
and engage with customers through social media.
Leverage data analytics: Utilize data to understand customer preferences, optimize marketing
campaigns, and personalize customer experiences.
Embrace AI and machine learning: Implement AI-powered solutions for production
optimization, quality control, and customer service.
 Develop connected car technologies: Integrate advanced technologies like autonomous
driving features and connectivity solutions into future models.

2. Expansion into Emerging Markets:

Target high-growth economies: Focus on markets like China, India, and Southeast Asia where
demand for luxury goods is increasing.
Tailor products and services: Adapt offerings to meet the specific needs and preferences of
emerging market consumers.
Develop strategic partnerships: Collaborate with local businesses and distributors to
facilitate market entry and build brand awareness.

3. Environmental Sustainability:

Reduce carbon footprint: Invest in sustainable manufacturing processes, adopt renewable

energy sources, and optimize fuel efficiency in vehicles.
Develop electric vehicle technology: Introduce hybrid and fully electric models to cater to
the growing demand for sustainable transportation.
Promote sustainable practices: Implement responsible sourcing policies, reduce waste
generation, and engage in environmental conservation initiatives.

4. Maintain Core Values:

Preserve exclusivity: Continue to limit production volumes and maintain the prestige
associated with owning a Ferrari.
Focus on performance: Prioritize innovation and technological advancements to ensure
Ferrari vehicles remain at the forefront of performance.
Embrace heritage: Celebrate the brand's rich history and legacy while evolving to meet the
demands of a changing market.

5. Basis of Recommendations

These recommendations are based on the following considerations:

Core competencies and consistency with mission: The recommendations align with Ferrari's
core competencies in design, engineering, and performance while supporting its mission to
 create exceptional automobiles.
External customers and internal clients: The recommendations address the evolving needs
of Ferrari's customers and internal stakeholders, including employees, investors, and suppliers.
Competitors: The recommendations aim to differentiate Ferrari from its competitors by
focusing on innovation, sustainability, and emerging markets.
Attractiveness: The recommendations are expected to enhance Ferrari's profitability, brand
equity, and long-term sustainability.

6. Conclusion

Ferrari has a unique opportunity to achieve sustainable growth by leveraging its strong brand
equity, iconic heritage, and technological prowess. By embracing digital transformation, expanding
into emerging markets, and committing to environmental sustainability, Ferrari can solidify its
position as a leader in the luxury sports car industry while remaining true to its core values.

7. Discussion

Other alternatives not selected include:

Merging with another luxury car manufacturer: This could provide access to new
technologies and markets but could dilute Ferrari's brand identity.
Focusing solely on traditional combustion engine vehicles: This would limit Ferrari's ability
to adapt to changing consumer preferences and environmental regulations.
Adopting a mass-market strategy: This would compromise Ferrari's exclusivity and
potentially damage its brand image.

Key risks associated with these recommendations include:

Failure to adapt to evolving customer preferences: If Ferrari fails to understand and

respond to changing consumer needs, it could lose market share.
Technological disruptions: Rapid advancements in technology could render Ferrari's current
offerings obsolete.
Economic instability: Global economic downturns could impact demand for luxury goods.
8. Next Steps

To implement these recommendations, Ferrari should:

Develop a comprehensive digital transformation strategy: This should include investments

in technology, talent, and marketing initiatives.
Establish a dedicated team for emerging market expansion: This team should focus on
market research, product adaptation, and partnership development.
Formulate a sustainable development plan: This should outline specific targets for reducing
carbon emissions, promoting sustainable manufacturing, and developing electric vehicles.

By taking these steps, Ferrari can position itself for long-term success in a rapidly changing global
landscape.

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Case Description

Ferrari is among the world's most powerful brands but how the company operates has remained
mysterious. The case reveals the inner workings of the company - the Ferrari Way - from the way it
designs, produces, and markets its cars, to how its leadership team is driving future growth. Central
to Ferrari's strategy is its response to disruptive changes in the automotive industry and their
impact on the company's products and brand.

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Referrences & Bibliography for SWOT Analysis | SWOT Matrix |

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