Anda di halaman 1dari 21

AUDI

ACQUIRES

DUCATI

Introduction

is defined as Vorsprung Durch Technik, which means


PROGRESS TO TECHNOLOGY.

Founded by August Horsh on the 16th day of July, 1909 in Zwickay,


Germany.
Its headquarters is situated in Ingolstadt,Bavaria, Germany.
It is currently a subsidiary of Volkswagen AG which holds 99.55%
of the total stakes of Audi.
Audi is represented in 110 countries worldwide.

The Categories
manufactures automobiles in 3 categories, which are-

1. Car)
The Executive Class

Sports class-

Sport Utility
Vehicle (SUV)

Ensuring Sales
has maintained enormous sales after being aquired by
Volkswagen Aktiengesellschaft (AG).
Audi ensures its sales by promoting its brand and its cars
through1. Promoting the brand in Rallies and Races.
2. Audi is the major car which is used in major movies.
3. Sponsoring major soccer clubs, baseball and basketball
teams.
4. The Audi Mileage Marathon and Audi e-tron.
5. Promotes through video games

Introduction
Ducati was founded in italy in
1926,and has established itself as a
high end desirable lifestyle brand.
All of its attributes are as individual
as their clientele :
1.Signature Red
2.Dry Clutch.
3.Distinguished lines.

COMPANY KEY FACTORS


Global Brand
recognition :
-Race Winner in world
Champions
-15 models in 4 Motorcycle

Company is in Financial
Distress:
-32.7%
decrease in volume
growth.

families
Efficient
Productions:
-85% of Components are
outsourced
-High Level of standardisation

-31.7% Decrease in revenue.

Delivering High
Margins:
-EBITDA Margin is 21%.
-ROA is 30%
Competitive
Landscape:
-4% Share in World
-5% Share in Europe.
-30% Share in tour Motorcycle

-102% Decrease in EBIT.


-Debt/Equity is 100%.

Key Factor Analysis


Premium competition
Unique patented technology
New line of business
Future mobility
Image boost
Corporate Ego

Key Factor Analysis Contd...


Complexity
High cost
Co-branding
Shareholders

Current Financial Position

Current Financial Position

Forecasting
Tight supplies cost Audi of America sales of several thousand
units last year.
Weakened Euro & struggling European economy could free up
additional capacity this year
In 2010 Audi is forecasting industry sales to swell to 13.7 million
units, and 7.3% gain.

Forecasting Contd
Audi has been averaging about 30days supply over past 18months.
Audi used car business also grew quite dramatically, by 7000units.
With the recent introduction of the new A8,A6&A7. Audi has been
to year old strategy to move up market.
In 2006 Audi was ranked 7th among the brands cross-shopped by
BMW buyers prior purchasing.

Sales volume forecast


Sales
volume

Nov-13
Forecast

Nov-12

Oct-13

Change
from
Nov2012

Change
from Oct
2013

Ford

182451

177092

191267

3.0%

-4.6%

Toyota

173794

161695

168976

7.5%

2.9%

Honda

114687

116580

114538

-1.6%

0.1%

Nissan

99589

96197

91018

3.5%

9.4%

Hyundai

93493

94542

93309

-1.1%

0.2%

Audi

45571

48795

41130

-6.6%

10.8%

Industry

1196663

1143205

1204906

4.7%

-0.7%

Other Acquisitions..

Current Market Analysis


In 2009 Audi had made a sale of 9.5 Lakh Vehicles having a
turnover of 29.8 billion.
2012- A Record breaking Year.
Audi Sold 14.5 Lakh Premium automobiles , having 117%
market growth rate compared to 2011.
AUDI, India registers 21% growth rate in first half of 2013.
Audi is the No.1 car player in Indian luxury car space.

Current Market Analysis


AUDI
SALES(GLOBALLY)

AFTER
ACQUISITION OF
DUCATI(actuals)

BEFORE
ACQUISITION OF
DUCATI(actulas)

Europe

1,10,400.00

1,09,556.00

German

45,200.00

55,988.00

United Kingdom

16,913.00

21,588.00

France

5,193.00

4,958.00

Italy

3,791.00

4,770.00

USA

14,841.00

12,655.00

India

931.00

394.00

AUDI CONTINUED DYNAMIC GROWTH IN THE ASIA PACIFIC.

What Volkswagen Can Hope to


Gain?
To enable Audi to better compete with BMW by
adding Ducati to its stable?
VW Group chairman Ferdinand Piech passed on a
chance to purchase Ducati.
Strategically its insignificant for Volkswagen,
BMW has a successful motorcycle division. Audi
wants one, too.