B&M Ia Draft

Page 1 of 7

B&M Ia Draft

By | November 2012
Page 1 of 7
Written Commentary
Audi
Business SL IA
Malte Madsen

How will Ducati merging with Audi effect Audi financially and marketing wise?

Word Count: 1300 words

Content:
Page 1: Front page
Page 2: Content page
Page 3: Introduction
Page 4: Findings
Page 5-8: Analysis and Discussion
Page 9: Conclusion
Page 10: Bibliography
Page: 11-13: Supporting documents

Introduction
Audi AG is a German automobile manufacturer that was established July 16th 1909. Since it was founded by August Horch in 1909, it has been their aim to design and create revolutionary automobiles. In April 2012 Audi bought Ducati for 1.1 billion USD, this is the 12th company that they merge with. In this commentary I will be analyzing the financial impact it will have on Audi that they took over another company, Ducati, also how it will carry marketing advantages or disadvantages. I will be analyzing this through using the financial reports of Ducati from 2011 and also Audi’s from 2011 to create a clear image of how this merge will impact Audi. Also I have done primary research, a small-scale survey about brand recognition of Ducati. I will be using secondary research to analyze the marketing impact it will have on Audi.

Findings
Audi is one of the biggest automobile companies in the world with 46,372 employees (in 2009) and a production output of 1,243,902 units (in 2010). They have bought 12 different automobile, truck and now motorcycle companies such as Porsche, Volks Wagon, Lamborghini and heavy-duty trucks such as Scandia AB and MAN SE. Audi now owns a total of 12 motoring manufactures due to them taking over Ducati, a well-known and respected brand who produce luxury motorcycles. Audi is a stable and strong company due to their high standard, sophistications and technologically advanced vehicles. All these factors add up to the four rings logo Audi has being recognized just about anywhere in the world. Ducati’s sales and market share has increased from 8.5% in 2009...