|Tipo di tesi||Tesi di laurea magistrale|
|Titolo||Lo sviluppo del mercato del lusso con riferimento al caso della Pagani Automobili|
|Titolo in inglese||The development of the luxury market with reference to the Pagani Automobili case|
|Struttura||Dipartimento di Studi Linguistici e Culturali|
|Corso di studi||LANGUAGES FOR COMMUNICATION IN INTERNATIONAL ENTERPRISES AND ORGANIZATIONS - LINGUE PER LA COMUNICAZIONE NELL'IMPRESA E NELLE ORGANIZZAZIONI INTERNAZIONALI|
|Data inizio appello||2017-12-13|
|Disponibilità||Accesso limitato: si può decidere quali file della tesi rendere accessibili. Disponibilità mixed (scegli questa opzione se vuoi rendere inaccessibili tutti i file della tesi o parte di essi)|
|Data di rilascio||2057-12-13|
Lo scopo di questa tesi è quello di fornire un’analisi dettagliata del mercato del lusso e, in particolare, del settore delle Luxury cars.
The aim of this thesis is to provide an overview of the luxury market with a detailed-focus on a slight share of products, the luxury cars segment. In recent years, the intensi-fication of the economic crisis has affected the whole market and, consequently, the luxury market was not left untouched. Nonetheless, after an initial decrease in annual revenues on purchases, the economy seems to witness a recovery phase, defined as “New normal” by Bain & Company in collaboration with Altagamma (2016), an Italian luxury industry association. In order to have a positive feedback on this particular share of the market, firms need to take into consideration specific factors during the interna-tionalization process. Since consumers cover a central position it is therefore necessary to analyse their habits and changes in their purchasing choices over time. Nowadays con-sumers pay more and more attention to the quality of a product, (Chinese consumers in particular), and therefore have more demanding request than in the past. A further as-pect that should not be underestimated concerns the market digitalization, very popular among young generations (the Millennials in particular). Hence, many firms are widen-ing their purchasing channels towards e-commerce and other online platforms. The plan-ning of a firm’s eventual enlargement must therefore take into consideration today’s par-ticular requirements to obtain a positive feedback. In order to provide a concrete exam-ple of luxury firms, the third part of this dissertation consists in the analysis of a firm be-longing to the luxury car sector. The above-mentioned firm is Pagani Automobili and the analysis focuses on its business strategy model, history and philosophy. Finally, the analysis deals with Pagani’s expansion in the Asiatic market, with a particular focus on the Chinese area. On the basis of recent studies promoted in the luxury field, China is indeed considered as the driving force of the luxury market and it has been thus neces-sary to analyse its major characteristics.