Harley-Davidson Marketing
Uploaded by kspain on Oct 14, 2008
Harley Davidson
Harley Davidson has been in business since 1903. According to the website, “four young men experimented with internal combustion in a tiny wooden shed. Not only does the shed not burn, but the motorcycle they build goes on to serve for over 100,000 miles” (Harley Davidson, n.d., 1). In 1901, William S. Harley draws a blueprint of a motor to fit a bicycle. Later, he is joined by Arthur Davidson and they build the first Harley Davidson motorcycle.
Harley Davidson has excess demand for its products. Its products include motorcycles, accessories, and apparel. It is the only U.S. born motorcycle manufacture. Its website provides the internet user, or motorcycle enthusiast, with interesting, useful, and visual information on its products and services. Harley Davidson’s market niche is a wealthy or above average income individual. Many of their buyers are older adults who like to ride for relaxation.
Harley Davidson uses customer surveys and motorcycle rallies to conduct their marketing research. This research has influenced Harley to start to manufacture motorcycles for women. Women riding motorcycles has increase 10% since 1987. On their website, Harley has a separate web page for women riders. On this page, topics include why women ride, learning to ride, women riders making headlines, and the history of female riders (Harley Davidson, n.d.).
Harley Davidson appeals to consumers through brand identity. “The value of brands in today’s environment is phenomenal. Brands have the power of instant sales, they convey a message of confidence, quality and reliability to their target market” (Learn Marketing, n.d., 2). Everybody recognizes the bar and shield symbol of a Harley Davidson. Owning a Harley Davidson motorcycle signals American pride, and depending on what type of motorcycle the individual has it could also signal wealth. Harley Davidson’s target market can be subdivided into smaller niches. These niches include the motorcycle itself, fashion, charity runs, the Harley Davidson Owners Group (also known as H.O.G.), and social events.
Harley Davidson has chosen the strategic direction of targeting a younger market. With the introduction of the V-Rod motorcycle, Harley Davidson is trying to capture the performance cruiser marketplace. “To target the younger market with the new product line, the company has adopted the following marketing objectives: to expand its current market (market expansion), diversify...