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... 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. ... Harley-Davidson prides itself on having an excellent product. According to the Harley-Davidson 2002 Annual Report, they have built their reputation on the toughness and quality of their products (www. ... At Harley-Davidson, were never satisfied with "good enough"—not just because were perfectionists, but because we know that to remain a market leader, we must deliver products that continually exceed customers expectations.
Approximate Word count = 833
Approximate Pages = 3.3
(250 words per page double spaced)
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