Expanding into new theme park markets: The case of Ferrari

IE code:
DE1-225-I
Language:   English
Format:  
PDF
Nr. Of Pages:
14
Academic Area:
Type of publication:
Case Study

Description

In 2005, Ferrari signed an agreement to build the first Ferrari-inspired theme park in the world. The park was built on Das Island in Abu Dhabi, United Arab Emirates. Hence, Ferrari World Abu Dhabi, the first theme park entirely devoted to the legendary carmaker Ferrari, came to existence. The success of the park attracted new players who requested licenses from Ferrari to open new parks. In response to this demand, Luca Fuso, the head of Ferrari Brand, must make decisions:

  1. Should Ferrari sell any licenses or simply only allow Ferrari World Abu Dhabi to exist?
  2. If new Ferrari parks do open, should they be located in developing or developed countries/regions?
  3. How do the answers to the above questions affect Ferrari’s long-standing view that the demand for Ferrari products should never be fully satisfied?

The case is designed for use in courses on international management for MBA students and upper-division undergraduate business students. The focus on international business makes it useful for audiences from cross-culture management courses. The students would benefit the most if they have taken in the past courses in topics such as Global Business Environment and Leadership.