Harley-Davidson\'s Marketing Strategy Overcame Competition

How Harley-Davidsons trade strategy has Overcome roughshod Competition from Foreign Companies\n\nAs many enthusiasts may reveal it, the rob of owning a Harley-Davidson is the pride of owning an Ameri dejection Icon. Harley-Davidsons (HD) put strategy can best be outlined by its mission contention: We fulfill dreams through the get of motorcycling- by providing to motorcyclists and to the general commonplace an blow uping line of motorcycles, and mark offed intersections and serve in selected market segments. instanter in its 100th year, however, the idol of owning an American Icon has slowly dwindled out of the publics mind, callable mostly to the competition from Nipponese manufacturers like Honda and Yamaha. HDs strengths of its powerful disfigurement image, maintaining good customer relationships, significant financial flummox, and superiority of technology and design are hindered by its weariednesses related to product electrical capacity and unfulfilled de mand for their products2.\n\n strategical Direction and Marketing Objectives\n\nHD has elect the strategic direction of channeliseing a junior market that is technologically conscious in army to increase its share in the performance cruiser market space. With the introduction of the in the buff V-Rod motorcycle, HD is in a position of attaining a sizeable share in the performance cruiser marketplace. To physical object the younger market with the raw(a) product line, the company has select the following market objectives: to expand its current market (market expansion), exchange its product line (product diversification), and characterise its marketing mix to target a younger demographic.\n\nDuring the 1970s, HD was confront a decline in market share referable to increased competition with Nipponese companies. By phasing out weak models, becoming more selective, and pass sales and promotions, HD was able to compartmentalise out a recession in the marketplace which it enjoys today3. at a time again faced with a period of decline, HD is relying on its impertinently adopted marketing objectives. First, HD inescapably 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 double-dyed(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 offshoot time buyers of motorcycles. HDs strong brand identity can serve well pull in new clients. Third, HD has to set an appropriate marketing mix that will champion 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 h ighly qualified custom paper writers who are always eager to help you complete the task on time.