123 School Work

Harley Davidson and theElements of the Marketing Mix

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  "What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him" (Ulrich, Zenger, & Smallwood, 1999). This quote came from a Harley-Davidson executive in the book, Results-Based Leadership. It gives insight into the success of Harley-Davidson, and how their marketing strategy and their marketing mix have helped them dominate the motorcycle industry. The four main elements in Harley-Davidson's marketing strategy are the correct product, place, promotion, and price the four P's or the marketing mix. As we look at each of these elements more closely, examining how each is implemented within Harley- Davidson's organization, we get a clearer view of why Harley-Davidson is so successful.
  Product
       The first element of the marketing mix is the product. According to Ted Levitt: "A product is not a product unless it sells. Otherwise, it is merely a museum piece" (Marcovitz, 2003). When considering a product, features such as breadth, depth, durability, accessories, warranty, appearance, performance, quality, name, and packaging" (Ellison, 2003) must be considered. Harley-Davidson prides itself on having an excellent product...