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Ducati's Strong hold in the UK market

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market study
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"Ducati is among the most famous names in UK when it comes to motorbikes. It was voted as the coolest brand in the Britain in 2002. Recently, the company shifted its headquarters in the UK from Milton Keynes to the Silverstone Race Circuit. In 1926, Bologna, Italy; three brothers Bruno, Adriano and Marcello Ducati found the company Ducati Motor Holding S.p.A. in 1926.

Today, the company comes in the league of manufacturing and selling one of the best ?Street' and ?Sports' motorcycles in the world. The company stands at a revenue of over 400 million euro and has strength of around 1172 employees.

Ducati UK consists of technicians who have in depth knowledge of servicing race bikes and are factory trained. It has a strong network of dealers in the UK which makes it a more available brand when it comes to purchasing or servicing. Ducati UK is also affiliated with Ducati Insurance, UK that provides the highest standards associated with the Ducati products. Innovative insurance schemes helps buyers feel at ease while choosing Ducati motorcycles in the UK. The company's unique features are the inclination on quality and service. According to its managing director in the UK, the company tends to come up with the new generation bikes from time to time.

Price has been a primary concern for Ducati bikes in the UK. The threat from Japanese bike manufacturers like Yamaha has been another concern for the sale of Ducati bikes in the country. But the company relies on the factor of individuality; that Ducati rider experiences. Ducati have been championship winners for years in the UK. The only thing that keeps the company going is its active participation in racing. Like in the USA, in UK too Harley Davidson poses a stiff competition to Ducati being the most preferred cruiser bike.

Motorcycle market in the UK has come down due to economic concerns in the country. Yet, considerable growth is witnessed in Ducati's sales figures. The two major points to focus upon is extension of dealer network in the UK and formation of strategies in order to face competition in the motorcycle market.

Associating the company with renowned names is another step to be taken. Racing is like bread and butter to Ducati and participation and organizing races would be another act it could play to increase its popularity. Should the company establish more R&D facilities in the country? Will it be able to face the competition from the Japanese bikes which are cheaper than Ducati?

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