1. ©2015 Adan Vasquez UEI College
•Name: Adan
Vasquez
•Due Date:
4/5/2015
•Instructor: Frank
Ezenekwe, MBA
•Market Analyses
•UEI College
•BOA
•MOD 140

2. The Product
Ferrari. is an Italian luxury sports car manufacturer based
in Maranello. Founded by Enzo Ferrari in 1929, as Scuderia Ferrari.
Ferrari road cars are generally seen as a symbol of speed, luxury
and wealth.
©2015 Adan Vasquez UEI College

3. ©2015 Adan Vasquez UEI College
Mission Statement
It’s not a dream , It’s not a vision, It’s a lifestyle. If it
is humanly possible I know I can do it, Ferrari is
not for everyone, do you have what it takes.

4. ©2015 Adan Vasquez UEI College
The Target Market
• Certain requirements and certain
expectations must be fulfilled
before Ferrari will allow you to
write it a check for more than a
million dollars.
• Customers must already own five
Ferraris to even be considered,
and more than that is advised.
One does not simply walk into Maranello and buy the LaFerrari supercar

5. ©2015 Adan Vasquez UEI College
Product Life Cycle
Ferrari's new corporate
plan is to keep a lineup
of four models on sale
every year, with each
model having a four-
year lifecycle, We are
doing hybrids because if
we don't there will be
no more Ferrari," he
said. "We are forced by
fuel consumption and
CO2 rules.

6. Market Position
• Ferrari never made an IPO and is not even listed in any stock exchange market.
Ferrari success has to be measured only in terms of Brand Value and Product Value.
• Ferrari never spent a penny in advertisement.
• Probably, as a brand, Ferrari is worth more than Apple, or Nike, GE, IBM, BMW, Mercedes.
• No other brand has the allure of the Ferrari Brand.
• From the US to Japan, from Germany and Switzerland to India, to France, Australia, New Zealand,
Russia, Brazil and Argentina.
©2015 Adan Vasquez UEI College

7. S.W.O.T
©2015 Adan Vasquez UEI College
Strengths
•Rich heritage and
legacy
•Looked upon as a
cult brand and
possesses strong
brand equity.
Weakness
•Extremely high
priced
•Limited distribution
and service network
• Lack of
experienced service
professionals in
many countries
Opportunities
•Entering in hybrid and
future car segment
•Increasing pride in
owning Ferrari
•Augmenting the
distribution and
service network
Threats
•Various custom policies in
some countries making
purchase a long procedure
•Increasing expectation from
customers might not be met
•Product innovations and
frugal engineering by
competitor

8. The 4 P’s
©2015 Adan Vasquez UEI College
People
•Customers must already
own five Ferraris to even
be considered, and more
than that is advised.
Product
• Italian luxury
sports car the
world's most
expensive car
Price
• The world's
most
expensive car,
selling in a
private
transaction for
$38,115,000
Place
•There are many
Ferrari dealers
worldwide

9. ©2015 Adan Vasquez UEI College
How Ferrari Markets
•Ferrari never made an IPO and is not even listed in
any stock exchange market.
•Ferrari never spent a penny in advertisement.

10. • At Ferrari, less is definitely more.
• Ferrari has decided to sell fewer cars this
year than it ordered its employees to send fewer
emails.
• Ferrari sports cars and Formula 1 racers has a new
email policy. Aimed at limiting the endless chain
of reply-all emails that are a curse of office life,
the new rule is pretty simple: An internal email
can only be sent to a maximum of three people.
©2015 Adan Vasquez UEI College