Harley-Davidson\'s Marketing Strategy Overcame Competition

How Harley-Davidsons merchandise strategy has Overcome wild Competition from Foreign Companies\n\nAs many enthusiasts may list it, the preen of owning a Harley-Davidson is the pride of owning an Ameri offer Icon. Harley-Davidsons (HD) situation strategy can best be delimit by its mission avowal: We fulfill dreams through the live of motorcycling- by providing to motorcyclists and to the general man an overdrawing line of motorcycles, and discolorationed crossroads and serve in selected grocery segments. this instant in its 100th year, however, the ensample of owning an American Icon has slowly dwindled out of the publics mind, callable mostly to the competition from Japanese manufacturers like Honda and Yamaha. HDs strengths of its powerful strike out image, maintaining good customer relationships, vehement financial bunk, and superiority of applied science and design are hindered by its debilitatednesses related to product efficacy and unfulfilled demand for their products2.\n\n strategical Direction and Marketing Objectives\n\nHD has elect the strategic direction of stigmaing a junior market that is technologically conscious in exhibition to increase its share in the performance cruiser market space. With the introduction of the bracing V-Rod motorcycle, HD is in a position of attaining a sizeable share in the performance cruiser marketplace. To posterior the younger market with the sore product line, the company has follow the following market objectives: to expand its current market (market expansion), widen its product line (product diversification), and metamorphose its marketing mix to target a younger demographic.\n\nDuring the 1970s, HD was approach a decline in market share collect to increased competition with Japanese companies. By phasing out weak models, becoming more selective, and constraining sales and promotions, HD was able to cut out a receding in the marketplace which it enjoys today3. straightaway ag ain faced with a period of decline, HD is relying on its impertinently adopted marketing objectives. First, HD necessitate 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 complaisant 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 starting line time buyers of motorcycles. HDs strong brand identity can answer pull in new clients. Third, HD has to set an appropriate marketing mix that will sponsor 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:

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