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... Executive Summary
Harley Davidson is major player in the US Motorcycle market. ... This tremendous success is the result of strong marketing. The marketing philosophy is centered around life style positioning. ...
The Harley Owners Group is the primary tool of the company to extend their brand image. It formed also ideal environment for Harley Davidson to build strong customer relationships. ...
Harley Davidson introduced the V-Rod model in 2001, which is originally designed to attract younger customers. ... Introduction
The objective of this report is to investigate the marketing strategy used by Harley- Davidson to achieve its tremendous marketing success in the US motorcycle market. It describes the marketing strategy of H-D from market overview, marketing strategic plan to implementation of the marketing strategy. The scope is confined to H-D marketing activities in the US motorcycle market for the period between 1998 and 2003. ... Definition of Success Criteria
In the investigation of H-D marketing strategy, we defined marketing success by the following criteria:
· Clear marketing strategy and its effective implementation
· Development of a clear brand image that is easily identifiable
· Increase in sales and revenues,
· Increase in market share
4. US Motorcycle Market Overview
In the US, the overall motorcycle market was moderately fragmented and mainly dominated by three companies, namely: Honda, Yamaha and Harley-Davidson (Figure 1)
Figure 1: Marketshares of US Motorcycle Market in 2001 (in %)
However in the particular US market segment of high cubic capacity (651+ cc) motorcycle, Harley-Davidson clearly dominated the segment (Figure 2).
Figure 2: Marketshares of US Motorcycle MArket (651+ CC segment) in 2001 (in %)
In addition, the US motorcycle market had been very attractive for Harley Davidson as the number of registered bikes had more than doubled from 1997 to 2003, and this trend continues to grow (Figure 3). ... Strategic Marketing Plan
The strategic marketing plan of Harley Davidson that enabled the company to dominate the motorcycle market and had a strong presence, was primarily driven by its mission statement simply stated as:
“ We fulfil dreams through the experience of motorcycling, by providing to
motorcyclists and to the general public an expanding line of motorcycles and
branded products and services in selected market segments. ... Indian) manufacturers- Disneyfying the brand Harley Davidson- Loosing the biker feeling (and core values) by trying to mass market Harley’s brand name - Downturn in the American economy, which has reduced consumer confidence and the amount of disposable income
With this SWOT analysis, the strategic marketing plan was achieved by the 4-Ps of marketing strategies comprising Product, Promotion, Pricing, and Place. ... 1 Product strategy
When Harley-Davidson was formed, it only offered one color of motorcycle - grey with three basic styles. ...
In addition, Harley-Davidson also sold clothes, merchandises and motor accessories to create a total customization experience for its customers to live the Harley-Davidson’s lifestyle.
Approximate Word count = 2318
Approximate Pages = 9.3
(250 words per page double spaced)
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