Value Proposition and Relationship Analysis for Ferrari: Report

This report examines Ferrari's value proposition and its approach to customer relationships. It explores how Ferrari targets elite customers with a focus on high-class, quality, and innovation. The report highlights Ferrari's commitment to environmental sustainability through initiatives like hybrid car development and CSR activities. It also discusses the importance of personalized customer experiences and the development of theme parks. The report provides recommendations for improving manufacturing guidelines, enhancing CSR reporting, and increasing contributions to developing countries. Finally, the report references academic sources to support its analysis of Ferrari's marketing strategies and customer engagement approaches.

VALUE PROPOSITION AND
RELATIONSHIP

INTRODUCTION
Value proposition of a company reflects why stakeholders should buy or invest in company goods or
services. It convinces customer that product or service will add more value in their life. Every company
target their potential customers so that it can grow in different markets for long term.

Value proposition
The value proposition of Ferrari is to target elite, enthusiastic customers. the brand itself shows high class
and quality image

Relationships
By developing relationship Ferrari focuses on the brands ethics and values to make their brand identity.
• Internal relationship
• Innovation and technology- Ferrari thrives on innovation and also tries to upgrade their technology.

Cont..
• CSR activities - To minimise environmental impact, Ferrari was certified in 2001, and was upgraded
according to new norms in 2007.
• Go green initiative – Ferrari has taken this initiative to develop 60% of their car hybrid till 2022. They
have also taken variety of environmental and eco friendly initiatives to contribute more towards CSR.

Cont..
• External stakeholders- company has developed relationship in terms of high class, luxury and advance
design with customers.
• Personalisation- Ferrari has also been engaged in providing personal experience to customers. for this
they have developed different concept and theme parks.

RECOMMENDATIONS
• Company can develop strict norms and guidelines related to manufacturing cars.
• They can prepare reports on CSR activities so that goals can be compared and improvements are made
in it.
• It can increase their contribution more towards developing countries.

REFERENCES
• Adner, R., 2017. Ecosystem as structure: an actionable construct for strategy. Journal of
Management, 43(1), pp.39-58.
• Chandler, J.D. and Lusch, R.F., 2015. Service systems: a broadened framework and research agenda on
value propositions, engagement, and service experience. Journal of Service Research, 18(1), pp.6-22.
• Flint, D.J. and Woodruff, R.B., 2014. Marketing’s service-dominant logic and customer value. In The
Service-Dominant Logic of Marketing (pp. 201-213). Routledge.
• Skålén, P. and et.al., 2015. Exploring value propositions and service innovation: a service-dominant
logic study. Journal of the Academy of Marketing Science, 43(2), pp.137-158.

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