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Harley Davidson

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 to bar stoles and are adorned with the famous Harley logo. .
             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. .
             At the current time Harley-Davidson motorcycles are priced at the upper end of the scale as compared to other producers. In today's market only Indian cycles are priced higher but they recently announced plans to close their doors which will leave Harley-Davidson alone at the upper end of the pricing scale. Pricing their product at the higher end of the market creates factors that inherently work against them. First the higher prices may push individuals towards the used motorcycle market. Secondly less affluent customers may be pushed towards the lower priced competition.


Essays Related to Harley Davidson

1. The History of Harley Davidson

... , British motorcycles started to become the preference of the motorcycle "purest ", who was looking for the thrill of going as fast as possible on two wheels. Seeing this trend, Harley-Davidson, known for making bigger, heavier, "workhorse " motorcycles, began producing lighter, faster models, and soon became dominate in the racing world, winning back the loyalty of motorcycle aficionados worldwide ... from AMF, and on the way to getting back to the company's roots. The emergence of cheaper Japanese motorcycles and unfair trade practices of Japan, were taking a bite out of Harley-Davidson...

  • Word Count: 1695
  • Approx Pages: 7
  • Has Bibliography
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2. Harley-Davidson

... market significantly dominates over the motorcycle market. Many alternatives within the traditional automobile exist, such as a mid-size car, truck, or sports utility vehicle. ALTERNATIVES Provider 1 Harley-Davidson places strong emphasis on the company's corporate culture and employee relations. The company is looking to team up with a software supplier who provides both the appropriate functionality and ... for the engagement. As well, at the Provider Conference, they demonstrated to the management team that they had a system that would be compatible with the goals and objectives of Ha...

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3. Harley

... marketing this brand image, the company has been able to achieve a long-term relationship with its customers. Customer loyalty is most evident in the Harley Owners Group, which is a Harley-Davidson riders' fraternity with 600 US chapters. Harley-Davidson maintained brand equity well with creative marketing. This year the company hosted a national rally of HOG chapters as a part of its 100th anniversary celebration ... also at the risk of losing customer loyalty. Even though the subsidiary company will try to market itself as its own company unrelated to Harley-Davidson, people will still...

  • Word Count: 1423
  • Approx Pages: 6
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4. Harley davidson

... the international marketplace. 5. A product line that includes a wide selection of motorcycles but also includes selling lots of related products. Weakness: 1. The demands have exceeded Harley-Davidson's production capabilities in the past. 2. Limited financial and marketing resources. 3. Less diversified company than the competition. 4. Predominantly male dominated clientele while competitors have as ... Threats 1. History of strong Japanese competition 2. A large percentage of population is non-riders. 3. A slowing economy. RECOMMENDED STRATEGY: It is recommended that Harley-Davidson ...

  • Word Count: 1065
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5. Harley Davidson Motor Company

... tendencies, through strategy formulation. Moreover, identifying the perfect strategies would intensify and strengthen the capabilities of companies to cope within the competitive market, locally and globally. Harley Davidson Motors have already been in the motorcycle industry for over a hundred years and are known as one of the best motorcycle manufacturers in the world. Historically, the ... expand their realm, internationally. In line with this chapter is to provide comprehensive insights on the prevalent literatures with relevance to the proposed subject inquiry. Harley Davidson: Scope...

  • Word Count: 1886
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6. Harley Davidson Case study

... . Opportunities: u The U.S market demand for high quality motorcycles for leisurely use. u The worldwide motorcycle industry generates an estimated 5.5$ billion in annual sales. u Growth potential for Harley-Davidson is tremendous in the Asia markets particularly Japan and China. u The international market expanding and coalescing. u Local (U.S) sliding tariffs. Threats: There is a stiff competition given the ... figures reaching 50%. Key Facts: q The worldwide motorcycle market industry generates an estimated 5.5$ billion in annual sales. q Four major Japanese competitors (Honda, Yamah...

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7. Harley Davidson and Ducati Marketing Strategies

... male with the caption, "May wind be the only product in your hair." The caption effectively pokes fun at Ducati's main clientele. Much like Ducati, Harley Davidson utilizes pathos, logos and ethos in their print advertisements. Harley Davidson uses pathos in an attempt to appeal to classic American values and sentiments of old school masculinity. Their method of utilizing pathos is to showcase a stereotypical ... in the industry, the products sell themselves. Both of these advertisements are successful in their own unique way. Both advertisements appeal to their intended targets and int...

  • Word Count: 746
  • Approx Pages: 3
  • Grade Level: Undergraduate

8. Harley Davidson Executive Summary

... . Two world wars and astronomical leaps and bounds in technology have changed our lives forever. But one thing remains unchanged; Harley-Davidson is still the undisputed leader in manufacturing and selling motorcycles. Created in 1903 in the Davidson's backyard a new company rose and established itself as a force within the internal combustion transportation industry. It is not surprising ... to motorcyclists and to the general public an expanding line of motorcycles, branded products and services in selected market segments." Through their strong mission to serve their customers, Harley ...

  • Word Count: 670
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  • Grade Level: Undergraduate

9. Mission and Objectives of Harley Davidson Motor Company

... through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments. Marketing Objectives Harley-Davidson's marketing objectives include: 1. Increase of sales for a younger demographic that is technologically conscious in order to increase its share in the performance cruiser market space. 2. Expansion of ... income decided to buy these bikes. There is also a desire to fulfil the dreams fed by films like Easy Rider and Terminator 2, and Legendary bike rallies in St...

  • Word Count: 857
  • Approx Pages: 3
  • Grade Level: High School

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