Harley Davidson

Running head: HARLEY DAVIDSON TUI University Ricardo Piña Module 2 content Assignment MKT 501: Strategic Marketing Dr. Qin Sun 23 June 2012 Harley Davidson Memorandum for the Vice President of Marketing When you throw a Harley Davidson you own much more than just a motorcycle. The Harley Davidson is an icon, a culture, and a lifestyle. Our clients connect with our put up in a way that seldom do. We are committed to our customer ft and they are committed to us. That does not mean, however, that we cannot make changes. The global frugal downturn has forced us to look at ways of marketing our product to a wider customer base. The recent ecologic niche has forced hundreds of thousands of jobless bikers to sell their motorcycles or drowse off them to repossession. This has created a mountain of used bikes that are depressing the gross sales of new ones (Hagerty, 2011). In this enumeration I will talk about widening our cu stomer base to more women and seniors. As we do this, however, we must sustenance integraly walk the thin line so we dont alienate our base, which has dutifully supported our companion for over a century. Harley Davidsons traditional targeting and short lettering strategy.

Harley Davidson motorcycles have traditionally been marketed to a core of white men over 35 eld old (Hagerty, 2011). Price wise, our motorcycles are at the f deem end of the spectrum and since we offer a premium product, it stands to reason that umpteen youthful consumers are not in the financial pip to be educe our customers. From a motorcycle type perspective our co! me with dominates the U.S. market for heavyweight motorcycles, with a share of about 55%, dwarfing rivals such as Honda Motor Co. and Yamaha Motor Co. in that family line (Hagerty, 2011). Its no secret that we offer big, loud, quality, expensive, and distinctive motorcycles. Harley Davidsons score personality Our product is iconic. In decades past Movies such as unprovoked Rider made Harleys a...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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