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.
The motorcycle giant has a narrow product mix, preventing the business from reaching more market segments and age demographics. Another weakness exists from sales primarily originating in North America, and insignificant or nonexistent sales in developing countries. Furthermore, the company has a limited supply chain that hampers potential expansion in the global motorcycle market. The demand for Harley-Davidson products has the opportunity to create new business alliances to increase market reach and broaden the product
Thus, it is a very attractive opportunity for Harley to capture these Asian & Europe markets aggressively. 2. Women & Young Riders: The Harley Davidson Company can use its increased marketing efforts to further increase the customer base by marketing towards untapped segments. For example, women riders were purchasing about 15,000 motorcycles in 2000. After 5 years, the sales of Harley bikes to women had jumped to over 30,000 motorcycles per year.
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.
An unmet need or want that Hooters can fulfill is by offering a taxi service for its customers. Hailing a taxi in this market is a daunting task and it is something that could make Hooters stand out from its competitors. Hooters can package their product differently by changing the billboards from a young woman in short shorts and a tight shirt to possibly a family dining with the young girl in the background. This could appeal to the family oriented customer base but also the young male clintel. Hooters can not take advantage of historically low interest rates to refinance debt because they do not have debt.
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’
That is why a majority of Harley boots are often made of thicker, sturdier and durable leather. This helps provide more abrasion resistance. Of late, however, a few boot makers have started producing motorcycle boots using textile materials. This makes the boots both more breathable and abrasion resistant. Height For a boot to offer you sufficient protection, it must at least cover your ankles and should have good construction near the top to provide you adequate support.
The other two consulting firms stepped in for the lean con-cepts: “A3-thinking and coaching” and “making materials flow”. Due to the out-sourcing to consulting firms, this can be considered as a decrease in top manage-ment involvement. However, it also means top management provides enough re-sources for their lean conversion. When Daktronics started their lean implementation for the LED assembly, the lean team met three times a week. This shows the seriousness of the project and the involvement of the entire lean team.
Harley-Davidson dealers can either sell away over MSRP with short or no waiting period or sell close to MSRP with a long waiting period or sell close to MSRP with a long waiting period. If you decide to buy from a dealer, know what you want first. Make sure it fits your needs and look around and compare before having that talk with a dealer. • Finally, you are closing the deal on the dream bike you have chosen to buy! What do you do,