Harley-Davidson\'s Marketing Strategy Overcame Competition

How Harley-Davidsons Marketing strategy has Overcome Fierce contest from Foreign Companies\n\nAs umteen enthusiasts may describe it, the experience of owning a Harley-Davidson is the pride of owning an American Icon. Harley-Davidsons (HD) stance strategy can better(p) be defined by its mission statement: We occupy dreams by means of the experience of motorcycling- by providing to motorcyclists and to the general public an blow uping rip of motorcycles, and suckered mathematical results and services in selected food market segments. Now in its 100th year, however, the ideal of owning an American Icon has belatedly dwindled push through of the publics mind, due for the most part to the competition from Japanese manufacturers resembling Honda and Yamaha. HDs strengths of its powerful brand im season, maintaining fair customer relationships, strong fiscal position, and superiority of technology and radiation pattern are hindered by its weaknesses colligate to product capacity and unsuccessful demand for their products2.\n\nStrategic caution and Marketing Objectives\n\nHD has chosen the strategical direction of targeting a teenage market that is technologically conscious(p) in order to augment its share in the murder cruiser market space. With the founding of the new V-Rod motorcycle, HD is in a position of attaining a plentiful share in the procedure cruiser marketplace. To target the young market with the new product line, the company has espouse the interest trade objectives: to expand its contemporary market (market expansion), diversify its product line (product diversification), and modify its marketing scuffle to target a jr. demographic.\n\nDuring the 1970s, HD was facing a decline in market share due to change magnitude competition with Japanese companies. By phasing out weak models, fit more selective, and limiting gross sales and promotions, HD was able to carve out a niche in the marketplace which it enjoys today3. Now once again faced with a close of decline, HD is relying on its newly adopted marketing objectives. First, HD needs to expand its potential customer behind to include 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 withal appeal to first beat buyers of motorcycles. HDs strong brand identity can help get out in new clients. Third, HD has to pay off an appropriate marketing mix that will help withdraw a younger consumer base. By using the low-end approach, which involves attracting a young audience to a brand name product with...If you regard to get a encompassing essay, order it on our website:

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