OPPapers.com Essay Index >> English >> Halrey
We have many free term papers and essays on Halrey. We also have a wide variety of research papers and book reports available to you for free. You can browse our collection of term papers or use our search engine.
halrey. MARKETING Harley-Davidson enjoyed a monopoly in the motorcycle industry
for many decades. In the 1970's, Japanese manufacturers ...
Submitted by syedkhan7 on April 6, 2007
Category: English
Words: 1250 | Pages: 5
Views: 162
Popularity Rank: 49,414
Average Member Grade: N/A (Add a Comment / Grade this Paper)
MARKETING
Harley-Davidson enjoyed a monopoly in the motorcycle industry for many decades. In the 1970's, Japanese manufacturers flooded the market with high quality, low priced bikes. From 1973 - 1983, Harley's market share went from 77.5% to 23.3% with Honda having 44% of the market by 1983. Harley-Davidson could not compete on price against the Japanese motorcycle producers, so it had to establish other market values and improve quality.
Simultaneously, the United States consumer base was undergoing a revolution which mandated consumer driven products. Harley had to change from a company which dictated what its customers could have to strategies based on direct input from customers. A marketing philosophy was developed based on the customers desires, gathered through surveys, interviews and focus groups.
Image
"The real power of Harley-Davidson is the power to market to consumers who love the product" (Executive Excellence 6). Harley-Davidson's President and CEO, Richard Teerlink says the bike represents to America, "the adventurous pioneer spirit, the wild west, having your own horse, and going where you want to go - the motorcycle takes on some attributes of the iron horse. It suggests personal freedom and independence" (Executive Excellence 6). Brand loyalty for Harley-Davidson is emotional. They are considered more than motorcycles-they are legends. It is an American icon brand. The Harley-Davidson symbol is based on a pattern of associations that include the American flag and the eagle; reflective of the passion and freedom Americans enjoy.
It is difficult to define an average Harley-Davidson buyer. The demographics range from a blue-collar worker to a high-power executive located all over the world. The common thread is
a desire to escape the routine and become anyone you like. While their competitors base their advertising on product technology and features, Harley promotes: a mystique appearance,...
You must Login to view the entire paper.
If you are not a member yet, Sign Up for free!