Learning & Research

This course is for everyone who is passionate about Luxury Automotive and studying it in university, working in it or might just need some knowledge of the industry and business.
This course is the result of research and consulting work that I have done with students in business and marketing university majors. Whether a beginner or an expert, everyone can find important insights about the trends and workings of this business, its strategies, and dynamics that are relevant to other sectors of luxury as well.
The Luxury automotive sector is evolving rapidly and it has almost gone full circle since its birth. In a world where luxury is expanding and customer expectations are higher than ever, an automotive business cannot remain "just" about selling cars anymore. It is crucial then to understand how businesses evolved and where a manager can go to further improve the reach of a brand and create opportunities.
This course will provide knowledge to understand these different market perspectives, the strategies adopted by businesses, and the key to their success.

This market research for the italian luxury performance automotive manufacturer up to Q1 of 2019 is comprised of two main sections.

The first one is a detailed analysis of the brand with in-depths about history, product line, corporate structure, marketing strategy and market. The second is an analysis based on primary and secondary quantitative data in a combination of Five Forces and SWOT analysis.

The double level of allows to look at a specific strategy while observing the bigger picture and getting a better understanding of the entire industry, competition, and threats that Ferrari might face. Since the entire global industry is considered in this investigation, a third perspective such as one offered by the PESTLE Analysis which looks into the Political, Economic, Social and Regulatory environment has not been employed. Such tool would be more suitable for a single national market analysis. Primary data are collected through a survey designed to strengthen the framework and obtain an additional and deeper level of analysis and customer base understanding. Ultimately, the analysis draws conclusions about Ferrari's current marketing strategy and brand's strength in its competitive market.

A 2019 Five Forces – SWOT market potential analysis framework applied at the Chinese automotive market to assess the need for new strategies for foreign companies entering the Asian market, and complemented by extensive quantitative data.