SMG SI 422 Lecture Notes - Lecture 8: Tpg Capital, Strategos, Cervix
20 Feb 2017
School
Department
Course
Professor
Document Summary
The motorcycle manufacturing industry is attractive because it represented themes of technology, engineering, innovation, design, mobility, speed, rebellion, desire, freedom, love, sex, and death. People saw the people who rode motorcycles and thought of them as cool and being able to live out a fantasy. Du(cid:272)ati strategi(cid:272) positio(cid:374)s (cid:271)efore mi(cid:374)oli arri(cid:448)ed (cid:449)as to(cid:449)ards e(cid:454)tre(cid:373)e riders, (cid:862)k(cid:374)ee do(cid:449)(cid:374)(cid:863) rider. Mi(cid:374)oli wanted to target towards a broader spectrum of customers. They had to get people to see motorcycles as something anyone can ride, and not just the rebels. They were purchased by the texas pacific group, an american private equity firm. He hired a team that had a passion for ducati to stimulate creative decision-(cid:373)aki(cid:374)g. mi(cid:374)oli realized that du(cid:272)ati(cid:859)s (cid:271)ra(cid:374)d had reall(cid:455) lo(cid:455)al (cid:272)usto(cid:373)ers. His strateg(cid:455) (cid:449)as (cid:374)ot to sell a better bike than japanese bikes, but to sell passion, a dream, a piece of history.
