Chapter 4. The Marketing Environment

Ferrari is known for luxury and high cost in cars. They have a set of unique cars compared to their competitors (ex. Lamborghini, Audi, Nobel) to which you will know instantly it belongs to Ferrari by the way its designed on the outside to comfort the drivers. Ferrari's target marketers want one message to be heard how big it is on brand value and product value. It targets the more higher class audience by the price range it sets but not like any other auto company it only makes  certain amount of cars to be sold on the market.

They not only try to target us as car owners/drivers to get their car but compare it to today's technology that we all use, a cell phone. They quote it as " Two iconic brands, One passion" stating to the public that they are technology friendly.
Ferrari's social factors include having a positive attitude in toward selling to the people, making sure that their buyers know the reason why they want to get the product, what makes it unique?
The prices are expensive for Ferrari but in order to get a product that lasts a decade and more you will have to be willing ti pay the price of a long time product.
Customers can purchase a Ferrari at a Ferrari store( almost one in every big state) , or their online site and even internationally Ferrari has grown all over, expanding their name to be known.

Ferrari's demographic factors are somewhat shown in their products. Their product is efficient for anyone  of any age, race, ethnicity and location. They believe in making their product capable for the streets of new york to the smooth long hot roads in Florida all the way to Europe where they have perfect roads with no marks. This gives a strong message to buyers in any place that their product can work anywhere.

Now what happens when the Economic factors kick in. Incomes, inflation and recession don't stand strong against Ferrari. With its well reputation Ferrari takes a risk in making cars so that their customers are satisfied and understand the quality they use in their cars.

Technological factor is well used with Ferrari. In order for them to supply you with the product they advertise they need the best technology not only to put it together but to make the car as safe and friendly as possible to their customers. They check every tire, every engine, every muffler to make sure that they are equip with the best.

Chapter 3. Ethics and Social Responsibility

Ethical behavior is truly important when it comes to the marketing world. It gives you a concept of when something is "good" or "bad" It is used to express the distinction between criminal and law-abiding behavior. You must be thinking how does this tie in with a company that is know for it's high speed and expensive cars, well in order for a company of any sort to make it's product it must ask themselves am i making this the safe way that would not cause intentional harm. Well Ferrari as its company that focuses not only on it's formula one cars but their street legal cars. Both need the same attention when being built.

Ferrari uses their technology developed with their formula one cars to improve their street cars.

Ferrari is proud of having their base facility in Maranello, Italy that consists of 45 buildings and a total of 40,000 workers, you can say that they are passionate of what they do and work on. Very recently Ferrari has become Eco friendly with their new Ferrari hybrid car.Now that's quite the mind blowing idea... not only do you get the luxury and speed of a car you admire but now it comes in a higher horse power and it doesn't harm us.

Ferrari is known for their older modeled cars but is that what the people want? Ferrari is a company confusing to understand they are based on quality of cars, more of what's under the hood instead of your interior design. They have long term customers and new ones and as they proceed they give them the best product to make us sustainably. As quoted from the current chairman of Ferrari he says "Ferrari's programme of continues development will never come to an end. The quality of our cars can not be separated from the lives of the people working at the Ferrari plant." He sends us a message saying that Ferrari takes its social responsibility seriously and provides its attention to not only its line of work but the workers involved in it. Ferrari is known for its 3 things - passion - technology -innovation. It gets a high rating on its ethics in the work environment, all its workers work in a safe but cautious place where there are no negative reasons presence.

Ferrari has decided to continue its live on hybrid work knowing that it would make us as customers know that there will be a car on the road that is friendly to our environment.

But why invest in a company that has produced a hybrid car 11 years after the first ever hybrid has been released? Reason is as the years go on Ferrari will not only be providing you the quality but the safeness of a car with upgraded technology and the best quality of what the company is greatly known for, SPEED! 

Chapter 2. Strategic Planning for Competitive Advantage

Competitive advantage is a set of unique features of a company and it's products that are perceived by the target market as significant and superior to those of the competition. It's the factor/factors that cause customers to patronize a firm and not the competition. The three types of competitive advantage there are cost, product/service differentiation and niche.

Years and years now Ferrari has been providing customers with their fast sports cars. Not only do they use their V8 & V12 speed for Formula One races but also as street legal cars for customers. Not only do they put extreme horsepower in such engine but have a breath-taking exterior to match. In the video above you see how smooth the cut is around the car, made for it so that it would be able to move quicker. Equipped with the latest technology, making the cars ride smoother with every turn you make. Not only would you want a car thats fast and smooth and safe but one that would last you for decades to come, one that doesn't require technology that would be outdated within a year.

The Testarossa is one of Ferrari's biggest cars and still one of biggest and best car ferrari has produced on the roads.

Product- Ferrari Testarossa has provided customers with the best quality in a speed car. Not only made it to be used in the future of times but simple, smooth and quick.

Place- Ferrari is worldwide dealerships and provides a online service where you can customize a car at Ferrari.com

Promotion- Ferrari didn't just make their cars street legal but also used the testsrossa in races such as World Sportscar Championship and 24 Hours de La Mans.

Pricing- Ferrari is a top sports car meaning what you pay for is what you get. Ferraris become less expensive as the years roll by but not by much. Ferrari doesn't provide sales but they have become a little more affordable.

Chapter 1. History and Mission Statement

Ferrari is historically known for their manufactured racing sports cars and sponsored drivers until began to make and are continuing to make street legal cars. It wasn't just the style and size of the cars that made them interesting but the speed they were able to go.  Ferrari cars are symbolized as luxury and wealth. In 1929 Scuderia Ferrari (Ferrari Stable) was founded by Enzo Ferrari in Modena, Italy. Not only did this allow owner-drivers to race their own cars, but a start to a sport activity that would later on lead to the creation of a team.
The Scunderia consisted of both Alfa Romeo and Ferrari cars.


Enzo was determined to work with Fiat at the time but was denied by them and then teamed up with Alfa.
During the time Scuderia Ferrari wasn't doing so well for Enzo so he left with purpose to return.

September 6, 1939, Enzo Ferrari decides to leave Alfa in order to begin his own company under the provision that he can not use the ferrari in association with races or racing cars for at least 4 years. His idea was to build a car that would be able to beat Alfa, it was his passion.
September 13 opens up Auto Avio Costruzioni in Modena where the base of Scuderia Ferrari stood.
Ferrari then does what he has been waiting for years for, he built his first ever car in two versions the 815.
In the late 1945 Ferrari designs his first ever Ferrari car with a V12 engine, it is out in the public March 12 1947. Ferrari then continues to build new and new cars with his passion.

1956 Alfredo, Ferrari's son passes away as Enzo was designing the new 1500 with a V6 engine, after his death Ferrari named it and all the V6 engines after Alfredo.

As Ferrari's success grows and his passions become more fulfilled he gets awarded with Hammarskjld prize, Columbus prize, Gold Medal for Culture and Art by the President of Italy and receives the honorary title of Cavaliere di Gran Croce della Repubblica Italiana from Pertini.

Ferrari decided that he needed a powerful partner in order for his cars and company to be able to function right, so he teamed up with Fiat giving it half the shares of the company.
The famous horse symbol came from a women named Countless Paoline whom in the time of 1923 used to paint a horse on the side of air planes a symbol of good luck. Enzo had this painted on all his cars hoping it would bring him good luck. The yellow back round was the color of his birthplace and the colors of green, white and red as the Italian flag.

In 1987 the F40 was the last car to be created under the management of Enzo Ferrari. August 14 1988 Enzo Ferrari passes away. After his death Fiat took over Ferrari and till this day produces Ferrari cars the were improved versions of the old Ferrari's the Enzo created. In 2003 as symbol of the original creator himself Ferrari launched a car that was named as Enzo Ferrari.
Ferrari is still present and are continuing to make what they are well known for, super cars. Enzo's mission was to build cars as susses to himself, to his name. Ferrari's are worldwide and a top popular car for many. In this Mission Ferrari's values : be creative, have determination and motivation, make a bold image with you're products, aim for the excellence in you're product, and do the best you could. With time and the right determination you can make it to the top. As quoted by Enzo himself 'If you see what a competitor is doing and it is better then what you are doing, you have to surpass them to ensure you're cars are better."