...TUI UNIVERSITY Module 1 Case Assignment MKT501 – Strategic Marketing 23 January 2012 1. Briefly describe Harley Davidson’s traditional targeting and positioning strategy. Harley Davidson is a company that has been around since 1903 and in that time has got quite accustomed to dealing with the changes in markets, which are driven by the changes in people. Having a good “tough image” and great marketing plan has kept the US motorcycle king afloat for over 100 years and will undoubtedly, as it attracts new riders, will be around for many years to come. The Hollywood scripts and early magazines depicting the young, wild motorcycle rider became less and less a reality in the late 1990’s, according to Motorcycle Industry Council statistics. Even in the 1990s, riders became more mainstream. The typical heavyweight segment motorcyclist in 2009 was male, 42 years old, married, and had a college degree. A motorcycle industry’s census showed that there were more riders, more households, more women and more young buyers. Since 2003, the number of motorcycles owned and used in America grew 19 percent to approximately 10.4 million. That is a 58 percent increase from 1998 (6.6 million). The average income of the motorcyclist in 2009 had more than tripled since 1980 ($17,500). In 2009, motorcycle owner household income averaged $59,290 while the U.S. average was $50,233. Riders are also much older. The typical rider was interested in the outdoors. In surveys about their other...
Words: 1554 - Pages: 7
...HARLEY – DAVIDSON: Preparing for the Next Century Harley-Davidson (Harley) was founded in 1903 as a small business and became the largest motorcycle company in the world after 15 years of operations. Moreover, by 1950, Harley-Davidson was the leader in the U.S. Market with over 60% market share. Historically, the key success factor in Harley-Davidson combined two important ingredients: several competitive advantages and favorable conditions in the motorcycle industry since the industry was almost new and the barriers to enter or the forces affecting it were weak (see appendix 5.1). After the victory of Walter Davidson riding a Harley-Davidson in a race and the development of unique innovations such as the V-twin engine, Harley obtained a strong reputation of being the pioneer in the motorcycle industry. Further, a high investment in Research, Development and innovation, an adoption of an “image and lifestyle” marketing strategy, the “raw power” appearance of its products, and the powerful connection with the American national symbols, made Harley-Davidson very attractive for the society, and help the brand in gaining customer´s loyalty (especially the men). Through Porter´s 5 forces framework (see appendix 5.1), it can be noticed that by the moment Harley-Davidson entered to the industry, the market was plenty of business opportunities and this context allowed Harley-Davidson to obtain a strong position until 1960: low barriers to entry due to the technological investment...
Words: 2810 - Pages: 12
...Case Study 5 Kim Chau California Southern University MKT 86500 September 19, 2014 Dr. Hoon Harley-Davidson: Style and Strategy Have Global Reach Introduction In the case of Harley-Davidson, Style and Strategy Have Global Reach, a question of survival in an economic storm is raised – given a new CEO and a revised vision, can Harley-Davidson weather trouble times (Schermerhorn, 2011). Historically, Harley-Davidson was founded by William S. Harley and Arthur Davidson in 1903. They built their first three motorcycles in a shed in Milwaukee. By 1909, they introduced their trademark bike. It had 2-cylinder, v-twin engine which was also the faster bike at the time coming in at 60mph. During World War I, almost half of all Harley-Davidson motorcycles produced are sold for use by the U.S. military. At War's end, it was estimated that the Army used some 20,000 motorcycles in their efforts, most of which were Harley-Davidsons. By 1920, Harley-Davidson is the largest motorcycle manufacturer in the world. New Harley-Davidson motorcycles can be purchased from over 2,000 dealers in 67 countries worldwide (Harley-Davidson Timeline, 2014). In 1969, American Machine and Foundry Co (AMF) merged with Harley. During the early 80’s recession, market shares started to decline, revenue was at an all-time low. According to Daniel Klein’s tariff policy analysis (Klein, D., 1984), in 1980 the company had record sales of $289 million and pretax earnings of $12.3 million, but in 1982 sales...
Words: 4257 - Pages: 18
...Table of Contents Executive Summary …..….…………………………………………………………………………………………………………………………1 Harley-Davidson’s Competitive Advantages ..………………………………………………………………………………………….2 Symbol of Innovation and Toughness ……………………………………………………………………………………….…2 Uniqueness and Distinction …………………………………………………………………………………………………………2 Facing Challenges ………………………………………………………………………………………….…….……………………..3 Future Sustainability ……………………………………………………………………………………………………………………3 Vulnerability ……………………………………………………………………………………………………………………………….4 Challenges of the 21st Century ………………………………………………………………………………………………………………….4 Strategies to Address the Challenges ………………………………………………………………………………………….5 Short-Term Strategies as Harley Matures ……………………………………………………………………………………6 Long-Term Survival ……………………………………………………………………………………………………………………..7 DaimlerChrysler Automotive Group …………………………………………………………………………………………………………8 Business Strategies ……………………………………………………………………………………………………………………..8 Production Issues ………………………………………………………………………………………………………………………..9 Harley-Davidson’s Transformation ……………………………………………………………………………………………10 Why DaimlerChrysler Fell ………………………………………………………………………………………………………….11 Ford Motorcycles ………………………..…………………………………………………………………………………………………………12 Strategies ……….…………………………………………………………………………………………………………………………12 Customer-Perceived Value …..…………………………………………………………………………………………………..13 Extension of the...
Words: 4556 - Pages: 19
...Harley-Davidson maintains a large margin in its dominance in the U.S. Heavyweight Motorcycle market as compared to its major competitors. While the United States is HOG's most important market, the company sells motorcycles in many other markets worldwide. Harley-Davidson owns one of the strongest brands in the world, which helps it attract and retain a loyal customer base. The company established a strong brand image with its motorcycles achieving iconic status and being ranked among the world’s most valuable brands. Harley-Davidson’s motorcycles are known for their traditional styling, design simplicity, durability and quality which are why customers deem HD’s premium price to be “acceptable or reasonable”. The Harley-Davidson brand has significantly contributed to the success of the company by building strong market recognition and a loyal customer base. * Long Term Risk Overall Harley Davidson is a strong company with excellent margins and constantly growing revenues. The main concern for Harley is whether or not they can sustain their growth in the face of improvements in their competitors’ products and a maturing market. One major trend facing Harley Davidson is that average age of a Harley Davidson is getting higher, meaning the company is not as successful now as it has been in the past at attracting new and younger riders. This is also evidenced by the slightly weaker sales in less powerful entry level bikes. Many of HD’s competitors are more diversified...
Words: 1367 - Pages: 6
...Harley-Davidson/Ducati Case Study November 20, 2013 Question 1 Ducati: Ducati is an Italian motorcycle manufacturing company that is renowned for its high performance and stylish motorcycles. Ducati is committed to racing competitions, state of the art design, style, and most importantly, an immense passion for bikes. Ducati has created a strong bond with its customers, beginning on the racetracks and spreading worldwide. Ducati builds high performance bikes for bike enthusiasts, known as “Ducatisti”. Ducastisti are individuals who value performance as the main attribute in a motorcycle. Since Ducati delivers this, it creates brand loyalty. Since the early 90s, Ducati has created a distinctive community image with local and national Ducati enthusiast clubs by placing Ducati as a symbol of refined skills and craftsmanship that every motorcycle evokes and represents. In the World Superbike Championship, Ducati has won 15 out of the last 18 Riders’ titles and 16 Manufacturers’ titles. In conclusion, Ducati customers are confident that they are purchasing high performance motorcycles. Harley Haley Davidson is exhibited as an American icon. Consumers view and associate Harley Davidson with riders, wear leather, have tattoos and with police officers, military dispatch riders and motorcycle gangs. Harley’s image is also viewed as something that is catered for and used by Caucasian American males in their 40-50 (Nolan pg.2-3).Harley Davidson’s riders feel a lifestyle connection...
Words: 3161 - Pages: 13
...percent compound growth rate. AFLAC had spent millions of dollars on advertising with little or no effect and almost no market awareness. Clearly, the current strategy was not working. This led the management team to decide to try something bold to increase market awareness. The advertising agency came up with many different ideas, but one crazy one—a duck. AFLAC tested the ad concepts and, as we know today, the duck yielded the highest results. The goal of advertising is to create awareness, while the actual sale comes from the agents selling the complicated insurance products. Discussion Questions 1. What other industries, products, or brands have used humor in advertising to help position themselves in the marketplace? Do you think the strategies have worked? Where wouldn’t humor work? Humor wouldn’t work all that well with serious purchases (e.g., health), but one might think it wouldn’t have worked with something as serious (boring?) as insurance. Might that be because the humor is associated only with the name and not the insurance company’s attributes? B2B might be a place where humor might not seem appropriate (chemicals, machines), yet it might cut through the ad clutter. 2. Now that AFLAC is a widely known brand name, what should its next advertising campaign strategy be? How should AFLAC link the new strategy to the same business and marketing plans? Do you think the company should drop the duck? Why or why not? Once the name...
Words: 9945 - Pages: 40
...Cavusoglu Postal Address: Kure İletisim Grubu Elmadag, Cumhuriyet Cad. Pegasus Evi 48/3B Taksim 34367 Istanbul / Turkey Customer Experience as a Means of Brand Differentiation Abstract In today’s customer–dominated business world, there exists the “brand indifferentiation” problem that concerns the difficulty of the customers to perceive the differences between a certain brand and its competitors. This situation calls for a close look at the relationship between the consumer behaviour, branding and differentiation. Taking into consideration the proliferation of products, increasing information flow through digital technologies, fast commoditization and competition in today’s world, differentiation and brand positioning relying on traditional frame, have no longer been resulting the expected performance. Constitution of brand differentiation in the minds/hearts of customers entails to re-evaluate the meaning of consumption for consumers, how consumers make their choices, what the brand the consumer prefered means to him, and what can make a brand different than the others for a customer. In this paper, these issues are examined and the solution to indifferentiation is linked with the concepts of “experience” and “experiential marketing”. Key Words: customer experience, branding, differentiation, experiential platform. 1. Introduction Since, a brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts...
Words: 2501 - Pages: 11
...Gopakumar Nair GMITE 22 Jijo Mathew Rajesh Nair [pic] Executive Summary From the conception level to the launch of a product/service and then to sustain and enhance market acceptability, each product /service follows certain marketing techniques. Marketing strategies decide the futuresucess of a product, be it services or a new product, it is the strategies adopted to identify the customers, positioning and pricing of the product which determines the life of the product in the market. In this paper we have researched on some of the Innovative strategies successfully employed by automobile companies for new customer creation This document is a study about those marketing nuances which are required in the life cycle of every product /service. The three main marketing strategies that are discussed in this paper are Different marketing methodologies like A. traditional methodRed Ocean Strategy- Compete in the existing market space andB.. Blue Ocean strategy-Create uncontested market Space and C.Ccustomer co creation- Customers co-create...
Words: 12298 - Pages: 50
...Master in Business Administration Marketing Management (7MK002) Harley Davidson Marketing Plan for the UK market British College of Applied Studies (University of Wolverhampton) Contents Executive Summary .......................................................................................................................03 Situational Analysis .......................................................................................................................... 04 Marketing Strategies .....................................................................................................................13 Financials………………………………………………………………………………………………………………………………………..22 Controls……………………………………………………………………………………………………………………………………………….24 Reference List …………………………………………………………………………………………………………………………………….33 MKT Page 2 Executive Summary Harley Davidson is a Motor cycle manufacturing company which has a range of motor cycles offered to the matured men in the past and is now on the verge of introducing a new range of bikes for youngsters and women in the UK market. In its tradition, Harley Davidson were very much focusing on the matured men over 35 years which needed a new innovative market to be captured in the UK which is highly potential as the current market was dropping due to alienating customer base and huge competition from the Japanese competitors by introducing new sophisticated motorcycles which were more attractive. The new product segments were focused on youngsters...
Words: 5947 - Pages: 24
...BE440 BRAND MANAGEMENT ASSESSMENT COURSEWORK Brand extension (or stretching) is a strategic concept which relates to managing the brand portfolio. In addition, it can be understood as a process by which the practices of branding extend to social contexts beyond the traditional business domain. Critically analyse the purpose, implementation, advantages and disadvantages of brand extension. Illustrate your argument with at least two practical examples of brand extension. By Mr. Olan Kaewwichit Brand extension (or stretching) is a strategic concept which relates to managing the brand portfolio. In addition, it can be understood as a process by which the practices of branding extend to social contexts beyond the traditional business domain. Critically analyse the purpose, implementation, advantages and disadvantages of brand extension. Illustrate your argument with at least two practical examples of brand extension. Companies must carefully manage their brands. First, the brand’s positioning must be continuously communicated to consumers. Major brand marketers often spend huge amounts on advertising to create brand awareness and to build preference and loyalty. For examples, General Motors spends nearly $820 million annually to promote its Chevrolet brands. McDonald’s spends more than $660 million. (Top 100 megabrands by total measured advertising spending, 16 July 2001, p.s2.) Such advertising campaigns can help to create name recognition, brand knowledge and...
Words: 3797 - Pages: 16
...Write a 700- to 1,050-word paper in which you define marketing. Include in your paper your personal definition of marketing and definitions from two different sources. Based on these definitions, explain the importance of marketing in organizational success. Provide at least three examples from the business world to support your explanation. Properly cite sources used in the paper. Format your paper consistent with APA guideline DEFINITION OF MARKETING By know this .com Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer. Marketing is the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individual and organizational goals." American Marketing Association. My personal definition Marketing is a set of activities, which will satisfy the objectives of both the organizations its stakeholders including customer. Marketing is the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individuals and organizational goals. (www.wikipedia.com) There are two major aspects of marketing which is the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). The four general sets of activities...
Words: 7785 - Pages: 32
...BAM 306 Principles of Marketing Final Examination Follow Below Link to Download Tutorial https://homeworklance.com/downloads/bam-306-principles-of-marketing-final-examination/ For More Information Visit Our Website ( https://homeworklance.com/ ) Email us At: Support@homeworklance.com or lancehomework@gmail.com 1. All of the following are accurate descriptions of modern marketing EXCEPT which one? 2. Marketing is the creation of value for customers. 3. Marketing is used by for-profit and not-for-profit organizations. 4. Marketing is managing profitable customer relationships. 5. Marketing involves satisfying customers’ needs. 6. Selling and advertising are synonymous with marketing. 2. Consumer research, product development, communication, distribution, pricing and service are all core ________ activities. 1. management 2. exchange 3. production 4. customer relationship management 5. marketing 3. Which marketing orientation calls for aggressive promotional efforts and focuses on generating transactions to obtain profitable sales? 1. Product concept 2. Selling concept 3. Marketing concept 4. Production concept 5. Societal marketing concept 4. Which of the following reflects the marketing concept philosophy? 5. “We build them so you can buy them.” 6. “You won’t find a better deal anywhere.” 7. “We don’t have a marketing department; we have a customer department.” 8. “We’re in the business of making and selling superior products...
Words: 4085 - Pages: 17
...BAM 306 Principles of Marketing Final Examination Follow Below Link to Download Tutorial https://homeworklance.com/downloads/bam-306-principles-of-marketing-final-examination/ For More Information Visit Our Website ( https://homeworklance.com/ ) Email us At: Support@homeworklance.com or lancehomework@gmail.com 1. All of the following are accurate descriptions of modern marketing EXCEPT which one? 2. Marketing is the creation of value for customers. 3. Marketing is used by for-profit and not-for-profit organizations. 4. Marketing is managing profitable customer relationships. 5. Marketing involves satisfying customers’ needs. 6. Selling and advertising are synonymous with marketing. 2. Consumer research, product development, communication, distribution, pricing and service are all core ________ activities. 1. management 2. exchange 3. production 4. customer relationship management 5. marketing 3. Which marketing orientation calls for aggressive promotional efforts and focuses on generating transactions to obtain profitable sales? 1. Product concept 2. Selling concept 3. Marketing concept 4. Production concept 5. Societal marketing concept 4. Which of the following reflects the marketing concept philosophy? 5. “We build them so you can buy them.” 6. “You won’t find a better deal anywhere.” 7. “We don’t have a marketing department; we have a customer department.” 8. “We’re in the business of making and selling superior products...
Words: 4085 - Pages: 17
...concepts, theories, and applications along with emerging marketing trends which are an integral part of managing profitable customer relationships and are essential to any successful organization. The goal of every marketer is to create more value for both internal and external customers. This course will enhance students’ knowledge and problem solving abilities towards Marketing related issues using customer-centric approach. | Course Prerequisite(s) | None | Course Objectives & Learning Outcomes | A) B) C) D) E) F)G)H)I) | Defining and understanding the ‘Marketing Concept’.Elaborating the ‘Marketing Process’.Analyzing the Internal and External Marketing Environment.Explaining STP (Segmentation, Targeting, Positioning) strategies.Designing a ‘Marketing Mix’.Emphasizing Ethics and Social Responsibility in Marketing.Discussing the...
Words: 2574 - Pages: 11
