Harley-Davidson\'s Marketing Strategy Overcame Competition

How Harley-Davidsons commercialise strategy has Overcome jumpy Competition from Foreign Companies\n\nAs many enthusiasts may run it, the hook of owning a Harley-Davidson is the pride of owning an Ameri stinker Icon. Harley-Davidsons (HD) billet strategy can best be defined by its mission tale: We fulfill dreams through the obtain of motorcycling- by providing to motorcyclists and to the general everyday an carrying line of motorcycles, and deformityed harvests and run in selected market segments. direct in its 100th year, however, the high-minded of owning an American Icon has slowly dwindled out of the publics mind, repayable mostly to the competition from Nipponese manufacturers like Honda and Yamaha. HDs strengths of its powerful mug image, maintaining good node relationships, sanitary financial specify, and superiority of engine room and design are hindered by its uncloudednesses related to product subject matter and unfulfilled demand for their products2 .\n\nstrategic Direction and Marketing Objectives\n\nHD has elect the strategic direction of markering a jr. market that is technologically conscious in devote to increase its share in the performance cruiser market space. With the introduction of the modernistic V-Rod motorcycle, HD is in a position of attaining a sizeable share in the performance cruiser marketplace. To prat the younger market with the unsanded product line, the company has adopted the following marketing objectives: to expand its current market (market expansion), substitute its product line (product diversification), and change its marketing mix to target a younger demographic.\n\nDuring the 1970s, HD was face up a decline in market share collect to increased competition with Japanese companies. By phasing out weak models, becoming more selective, and limiting sales and promotions, HD was able to compartmentalize out a street corner in the marketplace which it enjoys today3. at present again faced with a period of decline, HD is relying on its newly adopted marketing objectives. First, HD involve to expand its potential customer base to include enthusiasts and non-enthusiasts males in the 35-44 age group. (INSERT MEDIAMARK DATA HERE) This is complete(a) through the introduction of the V-Rod and positioning it in the market to a younger demographic. Secondly, HD needs to position the V-Rod to also appeal to premier time buyers of motorcycles. HDs strong brand identity can care pull in new clients. Third, HD has to set an appropriate marketing mix that will serve up attract a younger consumer base. By using the low-end approach, which involves attracting a young audience to a brand name product with...If you want to get a full essay, order it on our website:

Need assistance with such assignment as write my paper? Feel free to contact our highly qualified custom paper writers who are always eager t o help you complete the task on time.