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Explain the drivers of a hypothetical company – let’s say Ferrari?

The most important drivers (What is going to increase sales/profitability) for Ferrari are…

• The continued growth of the global High Net Worth Individuals (HNW’s)

• Continued low penetration of Ferrari cars in this demographic to maintain exclusivity.

• Launching new car models on a regular basis.

• Launch of new products such as the SUV which it is about to launch in 2019.

• Ongoing success in F1 which has a second derivative impact on brand perception.

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