Your takeaway of each one of class discussions as applied to the Ducati case.

1. Didn't know what market they wanted to be in 2. Market research 3. Customer input 4. Focus groups 5. Be like Harley Davison 6. Had apparel 7. Sold at multi-brand dealerships 8. Average 25-35 age 9. Was at 7% and wanted to get to 10% 10. RND 1 1. Advertising strategy 12. Good production strategy 13. Women becoming attractive to the motorcycle industry 14. IRI 15. Minoli 16. Competitors: Harley-Davidson, Honda, BMW, Triumph 17. The Turnaround Program 18. Products: Hyper-Sport, Super-Sport, Naked, Sport-Touring, Limited editions, Spare parts, accessories and apparel