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Marketing Plan - Harley Davidson



Table of Content

Executive Summary3

Situation Analysis3

Market Summary4

SWOT4

Strengths4

Weakness4

Opportunities5

Threat5

Competitor Analysis5

Product Offering6

Keys to Success6

Critical Issues7

Pricing7

Marketing Strategy7

Mission7

Marketing Objectives8

Product positioning8

Marketing mix (4 P's)9

Product9

Price9

Place9

Promotion9

Marketing research10

Financials10

Sales Forecast10

Profit targets10

Controls11

Milestones11

Implementations and timelines11

Summary12

Marketing Plan - Harley Davidson

Executive Summary

The heavy motorcycle market has been increasing in the last few years, and Harley-Davidson is amongst the most recognized brand name for motorcycles and company can increase its market share by targeting different audience that want to sit on quality heavy bikes. The biggest strength of the company is the strong brand name as the company has been operating in different countries for many years. The demand of Harley-Davidson in European market is high amongst all international markets therefore, company has an opportunity to capture majority market share in this market. The main product of the company is the heavy motorcycle segment which is designed to manufacture high class motor cycles for the market and sell these motorcycles as a wholesale. There are five segments in which motorcycle market can be divided. The main marketing objective of the company is to double its production in the next five years and become a major share holder in the motorcycle industry in different regions. The company aims to increase the service competencies of the dealers so the number of international dealers can be increased by marketing efforts. The company should hire a marketing agency through which company can market its motorcycles throughout the world.

Situation Analysis

The heavy motorcycle market has been increasing in the last few years, and Harley-Davidson is amongst the most recognized brand name for motorcycles and company can increase its market share by targeting different audience that want to sit on quality heavy bikes. The company has subsidiaries in different countries which help Harley-Davidson to distribute its units in various countries and company can increase their overall sales by making effective marketing plan for its heavy motorcycles (Harley-Davidson, 2011).

Market Summary

The company become public in the year 1986, and different strategic business units are the segments from where company offer their products or services. The business of the company is conducted on a global basis in which the motor cycle segment of the company includes Harley-Davidson and Buell product lines. In the year 2009, the company decided to stop making Buell motorcycles and should only concentrate to give focus on the Harley-Davidson market.

SWOT

Strengths The biggest strength of the company is the strong brand name as the company has been operating in different countries for many years. The only main American heavy motorcycle is Harley-Davidson and dealers of the company are very efficient on increasing sales of the company. The marketing division of Harley-Davidson is also strong, and this division constantly makes an effort to increase sales of the company.

Weakness The major weakness of the company is the high price, and it is not possible for every person to afford this motorcycle. The company has also faced problems in maintaining its share in the European market. The production process of the motorcycle is slow as well because the company has ...