This section includes more extensive research relative to the Automotive Industry and Luxury Automotive segment. Differently from the Blog Articles published weekly, these are more long-term projects that required, at least, a few months to gather larger sets of primary and secondary data.
The project has already been presented officially, so if you’d like to use it for research or University assignments, please give me the proper credit on original data and concepts.
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.