Harley Davidson’s brand actually sells much more than just motorcycles and spare parts. It has a range of products comprising helmets, jackets, sunglasses, gloves, jewelry, pants, watches, T-shirts, among others. However, the main thing this company offers customers is its brand symbolic’s universe, which is transferred to customers’ personal and collective lives. The marketing communication strategy carried out by this company makes customers believe if they buy Harley Davidson’s motorcycles, clothes, jewelry, etc., they will become part of a special and selected group of motorcyclists, able to live a desired lifestyle by using the concept of this brand. Thus, customers can take part, as well as benefit from the symbolically created Harley Davidson’ style and culture.
By 1911 Harley had 150 at least of other brands of motorcycles competing for their share of the market. The public liked the Davidson cruiser but the cruiser did not have a racing past. Harley Davidson Timeline In 1901 William S. Harley completes a blueprint drawing of an engine designed to fit into a bicycle. In 1903 Harley and Arthur Davidson made available to the public the first production of a Harley-Davidson motorcycle. The bike was built with a 3 by 1/8 inch bore and a 3by ½ inch stroke.
In Harley-Davidson’s circumstance, the most significant strengths include a strong brand that attracts repeat loyal consumers for additional purchases. Moreover, the company has more than a century of expertise creating the brand that consumers are willing to spend more on custom products. The strengths safeguard Harley’s market share making long-term sustainability and growth achievable while fending off aggressive and low-cost competitors. Harley must deal with weaknesses that prevent the company from maximizing performance and moving from the fifth largest manufacturer to first in the world. The motorcycle giant has a narrow product mix, preventing the business from reaching more market segments and age demographics.
Sadigov Ibrahim Business Strategy FIALA Dan RAVICK Strategy Project#1 3.10.2015 Introduction Harley Davidson is one of two main motorcycles producers in US and the company is the world’s 5th largest motorcycle producer. The company’s products are custom, cruiser and touring motorcycles and they also produce and sell motorcycle parts, accessories, riding gear and general merchandise. The brand extensions of company are merchandise, helmet, clothes, mugs, beer, and bars and so on. Harley Davidson made a lot of existing brand alliances in the world as well. However, not all services and products survive long last although; the company brand and strategy of company are too strong.
3.1.3. Opportunities of Harley Davidson: 1. Asian & Europe Markets: The demand of the Harley Davidson in the developing Asian & European nations is increasing. There are very less number of players competing the Harley in this segment. Thus, it is a very attractive opportunity for Harley to capture these Asian & Europe markets aggressively.
What lessons can be learned from Harley Davidson's marketing strategy? The answer is all of them. Your corporate brand and associated logo present the fundamental essence of your company. It is your name and logo that people recognize. Your logo is a symbol of your company, and it is the constant promotion of this symbol that creates recognition in your customer's
UMESH MISRA MKT 6301 HARLEY DAVIDSON 1. A description of what you believe to be the key issue(s)/challenge(s) facing this organisation and justification. Marketing issues/challenges: • One of the marketing issues faced by Harley Davidson was, should they continue to sponsor posse rider or not. Crafting Posse ride in such a way that the company can capitalize on its success and its profit making potential. Evaluating HOG’s role in shaping the society for Harley Davidson brand and the company’s strategy in getting new customer base and HOG’s role in doing so.
2000). Harley Davidson as a company is known to develop many marketing promotion events to create the perception in the minds of consumers that their designs and values are usually laid in the 1950s in an anachronistic way. Many customers believe that this representation of the automobile translates to ‘masculinity’ and therefore have their perception of the motor bikes from Harley Davidson as classy old fashioned and masculine whether they really are or not (Holt,
• Harley Davidson Motor Company The article on Harley Davidson gives an insight into how good leadership can bring about drastic changes in the fortune of a company. On the verge of an imminent demise, the executives of Harley Davidson, with their proactivity, dynamism, team spirit and sheer dedication salvaged the company from bankruptcy and turned it into a profit generating, stable unit in 6 years’
Hudson's Bay is described today as “Canada’s most iconic department store” manufacturing products from Canada's Olympic attire to furniture. Though it doesn't seem like it, this quintessential Canadian company has a long history all leading back to the fur trade. It all started in 1659 with the discovery of a great amount of fur by two men of the names Radisson and des Groseilliers...The mass of fur could only be accessed via the ‘Hudson's Bay’. May 2nd, 1670 the two men started a trading business called the HBC ‘The Hudson's Bay Company’ which today is the “oldest continuously operating trading company,” Where they would make fur trades and transport it through The Hudson's Bay as well as having trading posts built along it. It was 1684 when the first factory was developed in York, however, in 1782 a fire destroyed it.