In 1929, Enzo Ferrari founded Scuderia Ferrari primarily to make fastest racing vehicles. Thewhole company was concentrated on building cars for motorsports, and the owner Enzo wasnot engaged in the concept of making road cars when he established the company. Ferrari’selements are ultimately connected to the whole life story of Ferrari Enzo. The first make - 125S,was made in 1947 in Italy, Maranello. In 1937, Ferrari was picked to be the peak of Alfa -Corse. However, in 1938, Ferrari Enzo neglected the business in order to create a newenterprise - “Auto Avio Costruzioni”.
In practice, the company creating a balancing of three elements carefully driving satisfaction, power, and also style. The company's marketing head stated that "Our idea of performance involves entertainment or pleasure which offers the most thrilling vehicle" . According to the SWOT analysis (see Figure 7), the company admits that they are making the volume of the production small intentionally, so they can reach scarcity level. They call it "deprivation marketing". Ferrari creates a huge list for particular models and awards for faithful consumers with the first opportunity to get limited edition products. For consumer preferences, such measures can influence on adoption model of Ferrari (Figure 5). In terms of the adoption, the company has been always affected by political environment or political risk during Formula 1. During Formula 1 Grand Prix 2019, the company had many issues with building relationship with employees and Ferrari revealed that politics is one of our weaknes
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Ferrari Formula 1 team principal Mattia Binotto stated, our team must improve its handling of paddock politics. During the F1 race in 2019, "Fdration Internationale de l'Automobile" declared three technical directives at end of the race, though Ferrari consistently rejected any wrongdoing .
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Ferrari Marketing Mix (4Ps) Strategy Ferrari created different marketing tactics such as merchandise or assistance innovation, financing marketing or marketing experimentation, consumer releationship\feedback etc. So far, these strategies supported the brand to develop even more. Marketing mix strategy encourages businesses like Ferrari to manage short-term or long-term intentions and goals throughout the year. It is a widely accepted structure among large companies. 6
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Product Strategy As a product-oriented car manufacturer, Ferrari creates beautiful, well-outlined products which are fabulous value for capital. The company focus on a particular product rather than satisfying the demands of the customer. That is when the product orientation appears, which is one of the leading construction pieces of the marketing mix. The current popular vehicles by the Ferrari are 488 GTB, Spider, California, Aperta Ferrari, LaFerrari, etc. Every car on the lineup is unique, and F1 Ferrari, Gran Turismo is influenced Ferrari to make them so. Fo GT championship, Ferrari also has a variety of vehicles for harsh tracks such as Italia GT or FXX K.
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