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 ar committed to our customer ft and they are committed to us. That does not mean, however, that we cannot make changes. The global scotch downturn has forced us to look at ship canal of marketing our product to a wider customer base. The recent bionomical 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 record I will talk about widening our c ustomer base to more women and seniors. As we do this, however, we must rush 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 years old (Hagerty, 2011). Price wise, our motorcycles are at the f make out end of the spectrum and since we offer a premium product, it stands to reason that some(prenominal) youthful consumers are not in the financial limit to be cope our customers. From a motorcycle type perspect! ive our come 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 collection plate (Hagerty, 2011). Its no secret that we offer big, loud, quality, expensive, and distinctive motorcycles. Harley Davidsons notice 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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