The Harley-Davidson Company has maintained a steady domestic and export mix since the e

Harley supports its dealerships with marketing programs, customer promotions, motorcycle shows and public relation events. They also are the only Motorcycle Company to have demo bikes available at major events like Daytona and Sturgis as well as supporting a bike rental program, which allows individuals to rent bikes for special occasions. The Harley marketing department is also available to assist dealerships on a consulting basis if needed. For their non cycle merchandise Harley-Davidson utilizes alternative distribution strategies to assist in distributing its merchandise in non-dealer environments, such as mid to high-end department stores and some buyers club’s like Sam’s and BJ’s. This non-dealer distribution center contributes to Harley Davidson’s overall strategy of appealing to non-enthusiasts and continues to strengthen their brand identity. Now that I have explored how Harley-Davidson distributes their products I will look at pricing.

arly 1990’s which has been constant at approximately 30% of its motorcycle units exported and the remaining 70% being distributed in the United States. Of the units exported approximately one-half are sold through wholly owned subsidiaries in Germany, Japan and the United Kingdom, which allows the Company flexibility in responding to changing economic conditions in a variety of foreign markets. Distribution within the United States is done through indenpentently owned dealerships throughout the country. These dealerships have also undergone a transformation in the past ten to fifteen years. Gone are the days of a garage with parts and apparel located in boxes on shelves usually stored out of the customer’s sight. These days the Harley shops are not only places to purchase motorcycles and parts but also a gathering spot. The dealerships have added lounges where owners can come and exchange stories and the stores are adorned with display racks and cases of Harley clothes and other products. The other products range from beer mugs

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