Module 2 - Case Marketing Research

Module 2 - Case Marketing Research

Introduction

Harley-Davidson is considered as one of the most well-known companies as it does not have a single customer but it has millions of fans all over the world. It is a successful brand having the same opinion of admiration for Harley motor bikes and also from its riders from everyone.

Harley-Davidson introduced in 1903 when William Harley and Arthur Davidson designed their first bike in the city of Milwaukee, Wisconsin. It was created by a 10-foot by 15-foot wooden shed. They were perfect gentlemen, with graceful personalities. They had one thing common that they wanted to challenge the people with their astonishing invention. Since then, the rebellious Harley-Davidson is identical with the rebel on two wheels. This personality efficiently discriminates all the other international bike manufacturers from Harley-Davidson (Drypen, 2006).

Discussion

Harley Davidson's Traditional Targeting and Positioning Strategy

Harley-Davidson is considered in the category of those outstanding organizations who have challenged the competitive market place.

The main key that supports a continuous progression of Harley-Davidson motorcycles are supposed to be the HOG activities. It not works as an effective customer relations tool it also helps the company to present and display new and innovative products. Harley establishes and maintains a powerful impression on its customers. During 1983, this organization introduced a trademark licensing program to offer revenue for sellers and the company during the expansion of the complete Harley experience. The company program provided priceless marketing (Johnson and Robert, 2011).

Harley is a symbol of fashion and style among the youngsters. A number of examples exist related to fashion models dressed over the bikes and wearing T-shirts with the company logo. The company has a plan to market its product through the advertisements in magazines to target common people as well. Every year two catalogues based on Fashions and Collectibles is formed with a number of Harley products. Dresses sold in stores including J.C. Penny and Bloomingdales represents Harley-Davidson to the public who may have never imagined visiting a dealership. There is one more marketing strategy applied, that they have introduced Harley-Davidson Cafes, in or near many dealerships to draw in people into the showroom. The Harley-Davidson Cafe in New York City has so far won one of the awards related to Restaurant and Institutions Interior Design for its American style interior. Harley-Davidson's marketing strategies are so successful they were supposed to be one of the 1995 finalists of the Kelly Award in the competition of marketing and advertising. This company is capable of promoting its sale motorcycles by the monetary services provided by Eagelmark, a completely owned subordinate. The dealerships are becoming a one stop shop for clothing, accessories, financing and most of all for the bikes (Jhonson, 2011).

HD has selected the strategic way of targeting a younger market that seems to be technologically alerting to raise its share in the performance competitive market space. As it has introduced the new V-Rod motorcycle, so HD is successful in attaining a considerable share in the competitive ...