caseism

THE CASTIGLIONI FAMILY AND MV AGUST- MOTORCYCLE ART Case Solution & Answer

December 2011 Varese, Italy. MV Agusta, the Italian motorcycle racing legendary brand, has launched its latest attempt to regain the fame he enjoyed in the 1970s. In August 2010 Claudio Castiglioni, the famous lover of motorcycles and serial entrepreneur, had acquired MV Agusta for the third time in 20 years. Claudio was an icon in the world of motorcycling, after lifting illustrious brands like Ducati, Cagiva, Husqvarna and Moto Morini. With his son Giovanni and Massimo Bordi, the famous engineer behind the success of Ducati 1990, Claudio hopes that the third time is a charm. Unfortunately, Claudio did not see the fruits of the revival of the MV Agusta: He died on August 17, 2011 at age 64, leaving some big shoes to fill his son Giovanni. Giovanni had worked at the company since 2002 as director of marketing and sales in the first place, then walk as CEO in 2010. Shared the vision of his father and now depended on him to make it happen. The first results after the re-acquisition seemed promising, but the motorcycle market has been shrinking dramatically in the past 10 years. The economic and financial crisis has hit Italy particularly difficult in the past three years. What would it take to complete the recovery successfully and grow rapidly in this competitive market? How would revive the flame under the label of motorcycle racing skill? MV Agusta how to position now? Should there be more emphasis on the elements of the lifestyle brand, expanding its range of accessories for motorcycles and riders? What is the size of the company could be without compromising the brand elements of exclusivity? Training Objectives: Reconstruction of an iconic brand, placing a luxury, innovation and technological development, growth financing, entrepreneurship, corporate ventures, management during the rule of the family business.
by
Benoit Leleux,
Anne Catrin Glemser
Source: IMD
24 pages.
Release Date: August 9, 2012. Prod #: IMD603-PDF-ENG
FAMILY AND CASTIGLIONI MV AGUSTA – Case Solution MOTO ART

Share This

LOOK FOR A FREE CASE STUDY SOLUTION

JUST REGISTER NOW AND GET 50% OFF ON EACH CASE STUDY