A day in Ferrari: the solid foundations of the dream of Made in Italy | BBS - Bologna Business School

A day in Ferrari: the solid foundations of the dream of Made in Italy

14 February 2020

It is a double interpretation – on one hand, the production processes, on the other, the logic of luxury marketing management – that characterized the visit of the students of theĀ Global MBA Supercars, Superbikes and Motorsports of BBS to the Ferrari headquarters in Maranello. A place steeped in history (it was Enzo Ferrari who transferred his car manufacturer here), in a positive balance between craftsmanship and innovation.

“What struck me most – says the student Alessio Romito was the organization of the assembly phases, because the work is managed by different teams depending on the product. Thus, the V12, a twelve-cylinder engine arranged in two banks of six cylinders each, is created by a single person and the mechanic’s name appears as a signature on the engine itself, while the smaller V8 is assembled by a team where everyone has their role”.

But you cannot sell an extraordinary product, like a Ferrari, with ordinary strategies: Nicola Boari, the company’s Chief Brand Diversification Officer and professor of the Business Strategy course for the Global MBA Supercars, Superbikes and Motorsports told GMBA students about the particular attention that Ferrari dedicates to its customers, stimulating useful feedback to continuously recalibrate the assistance and care of the after-sales phase. “The buyer is a crucial part of the product creation process, and only a continuous dialogue allows the complete satisfaction of his expectations”.

The company visit at Ferrari, one of the major partners of the Master BBS together with big names of the caliber of Dallara, Ducati, Lamborghini, Magneti Marelli, Maserati and Toro Rosso, “has therefore satisfied the two different souls present in the classroom – concludes Alessio – coming meeting both the needs of the engineers who were able to attend the production processes of two of the most important car models in the world and the curiosities of those who want to specialize in Marketing Management for luxury cars and motorsport”.



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