'Harley-Davidson\'s Marketing Strategy Overcame Competition '

'How Harley-Davidsons merchandising dodge has surpass Fierce competition from Foreign Companies\n\nAs many enthusiasts whitethorn describe it, the gazump of owning a Harley-Davidson is the plume of owning an Ameri piece of ass Icon. Harley-Davidsons (HD) post strategy can topper be defined by its accusation statement: We assemble dreams by dint of the acquaintance of motorcycling- by providing to motorcyclists and to the worldwide public an expanding string of motorcycles, and differentiateed wares and work in selected mart segments. Now in its 100th year, however, the ensample of owning an American Icon has slowly dwindled come away of the publics mind, due for the most part to the competition from Japanese manufacturers like Honda and Yamaha. HDs strengths of its almighty smear image, maintaining practiced customer relationships, toughened financial determine, and superiority of technology and externalise are hindered by its weaknesses related to return ca pacity and unsuccessful demand for their productions2.\n\n strategicalal Direction and merchandise Objectives\n\nHD has chosen the strategic direction of commiting a jr. securities industry that is technologically aware in tramp to increase its address in the proceeding cruiser grocery space. With the introduction of the invigorated V-Rod motorcycle, HD is in a position of attaining a size subject dower in the proceeding cruiser tradeplace. To channelize the junior market place with the tender product delimitate, the company has select the following merchandising objectives: to expand its electric current market (market expansion), shine its product line (product diversification), and modify its merchandising motley to tar undertake a younger demographic.\n\nDuring the 1970s, HD was facing a decline in market per centum due to change magnitude competition with Japanese companies. By phasing discover weak models, befitting more selective, and hold in sale s and promotions, HD was able to carve out a recess in the grocery store which it enjoys today3. Now once more faced with a period of decline, HD is relying on its newly adoptive marketing objectives. First, HD needs to expand its authorisation customer motif to include enthusiasts and non-enthusiasts males in the 35-44 age group. (INSERT MEDIAMARK info HERE) This is accomplished through the introduction of the V-Rod and positioning it in the market to a younger demographic. Secondly, HD needs to position the V-Rod to also conjure to first time buyers of motorcycles. HDs strong brand identity can tending wedge in new clients. Third, HD has to set an grant marketing mix that will help attract a younger consumer base. By using the low-end approach, which involves attracting a young auditory sense to a brand name product with...If you want to get a fully essay, order it on our website:

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