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Introduction of Ferrari

The Marketing Mix - Product

The Marketing Mix - Price

The Marketing Mix - Place

The Marketing Mix - Promotion

Swot Analysis

STP Analysis

The Competitor - Lamborghini

Competitive Environment - Super Car Wars.

본문내용

Ferrari S.p.A. is an Italian sports car manufacturer based in Maranello, Italy. Founded by Enzo Ferrari in 1929, as Scuderia Ferrari, the company sponsored drivers and manufactured race cars before moving into production of street-legal vehicles as Ferrari S.p.A. in 1947. Throughout its history, the company has been noted for its continued participation in racing, especially in Formula One, where it has had great success.

History of Ferrari
Enzo Ferrari never intended to produce road cars when he formed Scuderia Ferrari in 1928 as a sponsor for amateur drivers headquartered in Modena. Ferrari prepared, and successfully raced, various drivers in Alfa Romeo cars until 1938, when he was hired by Alfa Romeo to head their motor racing department.
In 1941, Alfa Romeo was confiscated by the Fascist government of Benito Mussolini as part of the Axis Powers` war effort. Enzo Ferrari`s division was small enough to be unaffected by this. Because he was prohibited by contract from racing for four years, the Scuderia briefly became Auto Avio Costruzioni Ferrari, which ostensibly produced machine tools and aircraft accessories. Also known as SEFAC (Scuderia Enzo Ferrari Auto Corse), Ferrari did in fact produce one race car, the Tipo 815, in the non-competition period. It was the first actual Ferrari car (it debuted at the 1940 Mille Miglia), but due to World War II it saw little competition. In 1943 the Ferrari factory moved to Maranello, where it has remained ever since. The factory was bombed by the Allies in 1944 and rebuilt in 1946, after the war ended, and included a works for road car production. Until Il Commendatore`s death, this would remain little more than a source of funding for his first love, racing.
On May 17, 2009 in Maranello, Italy, a 1957 250 Testa Rossa (TR) was auctioned, by RM Auctions and Sotheby`s, for $12.1 million — a world record at that time for the most expensive car ever sold at an auction. That record is now held by a Bugatti Atlantic which sold for over $28 million.

참고 자료

Wikipedia
http://en.wikipedia.org/wiki/Ferrari
http://en.wikipedia.org/wiki/Lamborghini
http://en.wikipedia.org/wiki/Ferruccio_Lamborghini
http://en.wikipedia.org/wiki/Enzo_Ferrari
http://en.wikipedia.org/wiki/Porsche
http://en.wikipedia.org/wiki/Supercar

Naver
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http://blog.naver.com/PostView.nhn?blogId=benet709&logNo=150096342316&category
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http://blog.naver.com/itsmynike?Redirect=Log&logNo=110089920835

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