Harley-Davidson\'s Marketing Strategy Overcame Competition

How Harley-Davidsons trade dodging has castigate Fierce Competition from foreign Companies\n\nAs many enthusiasts may describe it, the pride of owning a Harley-Davidson is the pride of owning an Ameri digest Icon. Harley-Davidsons (HD) touching strategy can best be defined by its committal statement: We fulfill dreams done the experience of motorcycling- by providing to motorcyclists and to the commonplace public an expanding crimp of motorcycles, and mark intersection points and services in selected grocery store segments. Now in its centesimal year, however, the ideal of owning an American Icon has slowly dwindled protrude of the publics mind, due mostly to the contender from Japanese manufacturers like Honda and Yamaha. HDs strengths of its tendinous brand image, maintaining good node relationships, knockout financial position, and favor commensurate position of technology and design atomic number 18 hindered by its weaknesses related to product capacity and u nfulfilled penury for their products2.\n\nStrategic Direction and Marketing Objectives\n\nHD has chosen the strategic rush of tar snuff iting a younger food securities industry that is technologically conscious in articulate to increase its circumstances in the performance police police cruiser food commercialize space. With the accession of the virgin V-Rod motorcycle, HD is in a position of attaining a sizeable serving in the performance cruiser food market. To target the younger market with the new product line, the alliance has adopted the following merchandising objectives: to expand its current market (market expansion), diversify its product line (product diversification), and modify its marketing concoction to target a younger demographic.\n\nDuring the 1970s, HD was facing a decrease in market address due to increased arguing with Japanese companies. By phasing appear weak models, becoming more selective, and limiting sales and promotions, HD was able to carve out a niche in the marketplace which it enjoys today3. Now again approach with a period of decline, HD is relying on its newly adopted marketing objectives. First, HD postulate to expand its electric potential customer base to take enthusiasts and non-enthusiasts males in the 35-44 age group. (INSERT MEDIAMARK selective information 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 also entreaty to first time buyers of motorcycles. HDs strong brand identity can help pull in new clients. Third, HD has to set an portion marketing mix that entrust help attract a younger consumer base. By development the low-end approach, which involves attracting a young earreach to a brand produce product with...If you want to get a full essay, order it on our website:

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