Harley-Davidson\'s Marketing Strategy Overcame Competition

How Harley-Davidsons merchandise place dodge has stamp down Fierce Competition from turn egressside(prenominal) Companies\n\nAs many enthusiasts may describe it, the pride of owning a Harley-Davidson is the pride of owning an Ameri net Icon. Harley-Davidsons (HD) persuasioning strategy can best be defined by its billing statement: We fulfill dreams through the experience of motorcycling- by providing to motorcyclists and to the general public an expanding locomote of motorcycles, and mark yields and services in selected trade segments. Now in its centesimal year, however, the ideal of owning an American Icon has slowly dwindled out of the publics mind, due mostly to the challenger from Japanese manufacturers like Honda and Yamaha. HDs strengths of its almighty brand image, maintaining good guest relationships, hard financial position, and favor able position of technology and design are hindered by its weaknesses related to product capacity and unfulfilled ne ed for their products2.\n\nStrategic Direction and Marketing Objectives\n\nHD has chosen the strategic management of targeting a young grocery store that is technologically conscious in hallow to increase its deal in the performance prowl car foodstuff space. With the submission of the refreshing V-Rod motorcycle, HD is in a position of attaining a sizeable office in the performance prowl car marketplace. To target the younger market with the new product line, the troupe has adopted the following selling objectives: to expand its current market (market expansion), diversify its product line (product diversification), and modify its merchandise immingle to target a younger demographic.\n\nDuring the 1970s, HD was facing a exasperate in market piece due to increased competition with Japanese companies. By phasing out weak models, becoming to a greater extent selective, and limiting sales and promotions, HD was able to carve out a niche in the marketplace which it enjo ys today3. Now again go about with a period of decline, HD is relying on its newly adopted marketing objectives. First, HD needfully to expand its potence customer base to accommodate enthusiasts and non-enthusiasts males in the 35-44 age group. (INSERT MEDIAMARK data HERE) This is accomplished 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 speak to to first time buyers of motorcycles. HDs strong brand identity can help pull in new clients. Third, HD has to set an enamour marketing mix that bequeath help attract a younger consumer base. By victimization the low-end approach, which involves attracting a young reference to a brand ring product with...If you want to get a full essay, order it on our website:

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