Harley Davidson

Running head: HARLEY DAVIDSON TUI University Ricardo Piña Module 2 message Assignment MKT 501: Strategic Marketing Dr. Qin Sun 23 June 2012 Harley Davidson document for the Vice President of Marketing When you befuddle a Harley Davidson you own untold more than just a motorcycle. The Harley Davidson is an icon, a culture, and a lifestyle. Our guests bear on with our put up in a way that seldom do. We are commit to our customer ft and they are committed to us. That does not mean, however, that we cannot make changes. The worldwide economic downturn has laboured us to look at slipway of marketing our intersection to a wider customer base. The new-make ecological niche has laboured hundreds of thousands of jobless bikers to move their motorcycles or drowse morose them to repossession. This has created a mountain of employ bikes that are depressing the rough-cut sales of new ones (Hagerty, 2011). In this memorandum I willing talk about broadening our customer base to more women and seniors. As we do this, however, we must care integraly walk the skimpy line so we taket alienate our base, which has dutifully supported our companion for all over a century. Harley Davidsons traditional targeting and short-circuit lettering strategy.

Harley Davidson motorcycles have traditionally been marketed to a core of lily-white men over 35 years old (Hagerty, 2011). terms wise, our motorcycles are at the f number end of the spectrum and since we nominate a premium product, it stands to fence that many youthful consumers are not in the monetary position to become our customers. From a motorcycle type positioning our come with dominates the U.S. market for giant motorcycles, with a share of about 55%, dwarfing rivals such as Honda Motor Co. and Yamaha Motor Co. in that home (Hagerty, 2011). Its no secret that we offer big, loud, quality, expensive, and typical motorcycles. Harley Davidsons brand 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

If you want to get a full essay, wisit our page: write my paper