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 customers connect with our put up in a way that seldom do. We be committed to our customer ft and they are committed to us. That does not mean, however, that we cannot make changes. The global economical downturn has forced us to look at shipway 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 muniment I will talk about widenin g our customer base to more women and seniors. As we do this, however, we must dispense 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 old age old (Hagerty, 2011). Price wise, our motorcycles are at the f tally end of the spectrum and since we offer a premium product, it stands to reason that galore(postnominal) youthful consumers are not in the financial military posture to be lessen our customers. From ! a motorcycle type perspective 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 crime syndicate (Hagerty, 2011). Its no secret that we offer big, loud, quality, expensive, and distinctive motorcycles. Harley Davidsons grunge 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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