PowerPoint Presentation - Information Technology @ Ferrari, S.p.A by RF7048n

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									Information Technology @
      Ferrari, S.p.A


              Nerissa Fernandez
              Rick Paturzo
              Pieralberto Deganello

              IPD-499
  Overview

• Company overview (Nerissa)

• Role of information technology (Pier)
   F1
   Manufacturing
   Operations

• A global presence (Rick)



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  Company Overview

• Ferrari who?
   Manufacturer of Italian racing cars and high-
    performance sports cars
   Located in Maranello, Italy Emilia-Romagna region
   Manufacturing since 1946(?)
   Racing since 1929
   Employees (2003): 2968
   Sales(2003): $1,582.8 million
   Market share: < 1%


                                                        3
  Company Overview

• Founder – Enzo Ferrari (1898 – 1998)
   Worked for Alfa Romeo
   Scuderia Ferrari




                                         4
  Company Overview

• History of the logo
     Italian WWI hero – Count Francesco Baracca
     Prancing stallion
     Yellow – the color of Modena, Enzo’s hometown
     SF – Scuderia Ferrari literally means “Ferrari Stable”
      but is translated as “Team Ferrari”




                                                               5
   Company Overview

• Ferrari in the racing world
    Italian Races
      Alfa Romeo’s racing team


    Grand Prix
      Michael Schumacher




                                  6
  Information Technology

• Formula 1
   Racing division governed by
    International Automobile Federation (RIA)
   One of the most expensive sports in the world; teams collectively
    spend > $2.8 billion to compete
   Extremely technology centric
      It all started with turbos in 1992…
      1/10th of second separates the winner from everyone else
      Strict rules over engine and car design encourage aggressive
       technology investment for competitive advantage




                                                                        7
   Information Technology

• Formula 1 is the focus of Ferrari’s technology investment
    Racing is Ferrari’s heritage
    Integration is a competitive advantage
       Ferrari only company that designs and manufactures both engine
        AND chassis
    Car design cycle ≈ 9 months
       Design = 6 months
       Manufacture = 3 months
       Technology key to meeting timeframes!
    F1 technology then trickles down to commercial vehicles
       Paddle shifters, independent suspension, disc brakes…




                                                                         8
  Information Technology

• Primary uses for information technology
   Telemetry
      Real-time collection/analysis of car performance during a race
      Over 500 different characteristics measured in real-time

   Design
      Engine
        • Weight reduction
        • Power (engines already produce > 800 bhp)


      Chassis
        • Weight reduction
        • Aerodynamics/Downforce



                                                                        9
         Information Technology

                Key Information Technology Providers

•   PTC                               •   Massachusetts Institute of
        CAD/CAM software
                                          Technology
                                               Combustion research
•   Ricardo
                                      •   Shell
        Dedicated CFD program for             Lubricants
         engine flows
                                      •   SKF
•   CRF (Fiat Research Center)                 Bearing technology
        Data acquisition packages
                                      •   AMD
•   General Electric                           Data center
        Commercial aircraft engine
         operation new material       •   Acer
         research                              Workstations



                                                                       10
   A Global Presence

• Ferrari sells ≈ 4,300 high-performance
  sports cars a year
    Prices $140,000 - $260,000
    To safeguard exclusivity and high value, the company has set
     a self-imposed production limit

• Models

    F430



    Scaglietti


                                                                    11
  A Global Presence cont…

• Beginning in 1979, the North American import
  and distribution of Ferraris was handled by Fiat
  SpA
   In 1990 Ferrari North America was established
   The company imports and distributes its vehicles from
    Maranello, Italy
      The exports are done through a network of more than 300
       sales and service centers in 45 countries




                                                                 12
   Ferrari Clientele

• Ferrari's main markets are:
      United States
      Germany
      Great Britain
      Italy
      The countries of the Pacific area
      Switzerland
         90% of all production is exported.
         Total units sold worldwide: 6,099 (Ferrari 4,072, Maserati 2,027)
          Major market sales in 2000
         The portfolio of orders taken by the dealership network is far higher
          than the numbers of cars that Ferrari can actually deliver.


                                                                                  13
  Outsourcing

• Ferrari Outsourced Engine Development
   Ferrari and Tata Consultancy Services (TCS), Asia’s
    largest software company, have concluded a deal
    which calls for TCS to provide IT and engineering
    services for the development of Ferrari’s Formula 1
    racing car
     TCS solutions would include car electronics, safety,
      aerodynamics, and troubleshooting




                                                             14
  Competition

• Ferrari’s are considered high-end luxury vehicles
• Main competitors
   Lamborghini
      Gallardo, Murcielago

   Porsche
      911 GT2, Boxter S, Carrera GT

   Aston Martin
      V12 Vanquish S, DB9, V8 Vantage


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     References

•   Car and Driver, Ferrari Outsource Some Engine Development,
    http://www.caranddriver.com/article.asp?section_id=30&article_id=8966&page_number=1
•   Car and Driver, Lamborghini readying for a run at Ferrari for U.S. market dominance,
    http://autoweek.com/article.cms?articleId=2696
•   Car and Driver, Fiat Juggles Maserati and Ferrari Brands
    http://www.caranddriver.com/article.asp?section_id=30&article_id=9233&page_number=1
•   Autoweb, Consolidated Results for Ferrari S.p.A. Group
    http://autoweb.drive.com.au/cms/A_53935/newsarticle.html
•   Ferrari.com http://ferrari.com/FWorld/fw/index.jsp
•   Howstuffworks.com, How Enzo Ferrari Works, http://auto.howstuffworks.com/enzo1.htm
•   Hoovers.com, Ferrari SpA http://www.hoovers.com/ferrari/--ID__59581--/free-co-factsheet.xhtml
•   Nationmaster.com, Ferrari, http://www.nationmaster.com/encyclopedia/ferrari
•   Consolidated Results for Ferrari S.p.A Group
    http://www.maserati.org.au/notebook/MASERATI/masernews/maspg34_0501.html
•   http://www.andersoneconomicgroup.com/Pubs/autodata_releases/111004/111004auto.htm




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Questions?




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