Extended warranties as a source of growth: standardization and adaptation of marketing strategies for increasing Ferrari's market share of extended warranties

The aim of this thesis is to analyse Ferrari’s market penetration of extended warranties, and understand where and what can be improved , both at an international and country level. The thesis begins with a theoretical part which starts with an overview of the concept of warranty including its origin, evolution and relationship with marketing, followed by an overview of Ferrari and its proposed warranty offerings, and finishes with a section dedicated to explaining the differences between standardization and adaptation, and how companies can grow. Then, a quantitative market analysis of the company is performed, whose outcome is decisive for the subsequent qualitative market analysis. At last, a brief explanation of the steps the company has already taken in terms of strategy are outlined, and then the thesis concludes with the presentation of potential actions that the company could take in order to increase the sales of extended warranties in relation to the results of the performed analysis.