1)How did Ducati become the second most profitable motorcycle maker? What is the fundamental economic logic of Minolis turnaround? Answer this question and support your answer by analyzing whether Ducati increased or decreased or did not change its costs, WTP, and price and how.

2) Based on your analysis of Q1, what's Ducati's turnaround strategy? identify which is Ducati's turnaround strategy and explain why - 1) Overall cost leadership, 2) Focused cost leadership, 3) Overall differentiation, or 4) Focused differentiation?

3) Can Ducati sustain its competitive advantage? Identify Ducati's sources of competitive advantages and discuss whether rivals can easily imitate Ducati's sources of competitive advantages and its strategy.