Harley Davidson Case

Identify Harley Davidsons strategy and explain its rationale. Branding: They get in ground a modified life-style and the brand motion-picture designate represent the fundamental American values: Individuality, freedom and threaten. The laughable feature in Harleys is their deep, rumbling heavy(p) for which they argon renowned. Harley Davidson was selling a Harley experience which came at a argillaceous pricing. Central to their strategy was promoting the brand name and they did so well. Harley invested intemperately in its hear and to increase their involvement in its customers it organize the Harley Owners group (HOG) in 1983 which, was to continue the image of the Harley as well as to create a special community of Harleys customers. Customer loyalty was reflected in their buy and upgrading of Harley products. More than 50% of all customers were those who have already purchased Harleys products before, while 20% were first-timers. This strategy worked well to modi fy the marketplace shares since early 90s to 2003. Concentration: Harley Davidson uses a differentiation strategy. They ab initio pore on heavy and super-heavy bikes targeting specific group of customers (men, in ordinary 42-49 years old)??.(Rather be stated as middle to young forties, because I saw ages 35 54??). impertinent its competitors Harley was exceedingly market focused.

Their heavy-weight motorcycles were concentrated in the narrower super heavy-weight segment. This gives an image of masculinity. convergence: Harleys competitive advantage lay with super-heavyweight bikes. Haleys num ber reflected the traditional style. They di! d not invest much in R&D and this limited their ability to invest in unfermented technology and design. Their products represented an old traditional style, although they did rough upgrading to ameliorate their parts. Their products development was limited to style changes, new headstone designs and engineering science improvements. Harleys product strategy aviate on the conceit that every rider to have a unique personalized...If you desire to get a full essay, bon ton it on our website: OrderCustomPaper.com

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