Harley Davidson Marketing Plan

6628 words 27 pages
Show More
Table of Contents I. Executive Summary (Nakiya) II. Situation Analysis A. Market Summary (Liana) i. Market Trends ii. Market Growth B. SWOT Analysis (Nakiya) i. Strengths ii. Weaknesses iii. Opportunities iv. Threats C. Competitive Analysis (Scott) D. Product Offering (Scott) III. Marketing Strategy A. Mission Statement (Liana) B. Marketing Objectives (Liana) C. Target Markets (Liana) D. Positioning Statement (Liana) E. Financial Objectives (Scott) F. Marketing Mix i. Product or Service Mix (Scott) ii. Price (Scott) iii. Promotion (Scott, Nakiya, Liana) iv. Distribution (Liana) IV. Financials (Scott) A. Break-even Analysis B. Net …show more content…

In addition to upgrades to basic models, manufacturers benefit from sales of high-margin licensed accessories and clothing lines. Custom products include special paint jobs, graphics, and seats, along with choice of performance options such as engine type and size, wheel size, and transmissions.

Electric Motorcycles - growing concern over the environment has prompted the design of alternative-fuel-based vehicles, including motorcycles. Several manufacturers have developed motorbikes that run on electrical sources.

Safety Training Programs - a major concern of the motorcycle industry is riders’ safety. All riders are offered safety-training classes by manufacturers, such as Harley-Davidson's Rider's Edge program, which provides training for all rider levels.

Industry growth:
This industry is Mature

Industry is expected to decline over the 4 years to 2015 at a rate of 1.5% despite the 1.9% increase that is expected during the same period for US GDP growth. Since the industry supplies discretionary products, the downturn caused consumers to cut back on these expenses immediately. However as consumers’ income rises over the next five years, the industry is expected to experience revenue increases.
Establishments are expected to stay relatively steady over the 4 years to 2015. Although at face value this might indicate that the industry is stable, most industry operators experienced steep declines during the recession.

Related

  • Harley Davidson-Microeconomics
    1301 words | 6 pages

    Week 11 Course Paper – Harley Davidson-Microeconomics Jason Norris Rasmussen College Author Note This research is being submitted on September 13, 2012 for Mr. Rick D. Pretzsch G204/ECO2023 Section 01 Microeconomics course at Rasmussen College by Jason Norris Week 11 Course Paper - Final Submission Prepare a 3-4 page essay that summarizes how microeconomics affects your chosen company. Use your previous course paper assignments to assist you with this essay. Remember to use suggestions….

    Show More
  • Business Strategy
    4884 words | 20 pages

    It's a great economic development success story. As General Manager Shane Richmond put it, "This is not your typical Harley-Davidson dealership. When you come into our store, you hit a great wood floor. You can actually smell the wood and the oil. It's over 100-year old maple that came out of a factory in Milwaukee, Wisconsin, birthplace of Harley-Davidson. So, we thought it was fitting for it to be the first thing you smell and feel right when you come into the dealership," Richmond….

    Show More
  • Policies, Processes, and Methods of Operations Management at Harley-Davidson Motor Company
    2648 words | 11 pages

    Policies, Processes, and Methods of Operations Management at Harley-Davidson Motor Company September, 2012 Introduction The role of operations management (OM) requires a great deal of responsibility. No matter the size or type of business, the technique and knowledge applied by an operations manager when planning, organizing, staffing, leading and controlling, can make or break a company (Heizer & Render, 2011). Harley-Davidson Motor Company is a prime example of a goods producing organization….

    Show More
  • Business Management
    2093 words | 9 pages

    Kotler 1. Define Marketing and Outline the steps in the Marketing Process? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. The steps in the marketing process are: Situation analysis → Establishing objectives → Selecting the target market→ Developing the marketing mix → Implementation and control. 2. Why….

    Show More
  • Ducati & Texas Pacific Group – a ”Wild Ride” Leveraged Buyout
    3135 words | 13 pages

    Ducati & Texas Pacific Group – A ”Wild Ride” Leveraged Buyout 1. What is the nature of the opportunity? Could the Ducati brand be expanded beyond motorcycles? Why or why not? TPG strategy is to invest in undervalued firms’ that usually have been poorly managed. The investments are made in privately hold firms that are either unlisted from the beginning or that is being delisted from the stock exchange under the LBO process. TPG wants to invest in firms with a “healthy” basis but that are experience….

    Show More
  • The legal and insurance implications of staging a concert.
    3131 words | 13 pages

    provide additional benefits to the event organiser such as access to: • Public liability insurance cover • Use of internationally recognised logos • Marketing support i.e. inclusion of your event in calendars • Qualified officials and volunteers • Sport Specific expertise Copyright If you are commissioning….

    Show More
  • Ktm Case Study
    3673 words | 15 pages

    KTM – Ready to race Case study Group 1: Kristina Misha Vladislava Adamenková Alina Schön Miro Verdel Introduction KTM Sportmotorcycle AG is an Austrian motorcycle, bicycle and moped manufacturer. The company was founded in 1934 by engineer Hans Trunkenpolz in Mattighofen. It started out as a metal working shop named “Kraftfahrzeuge Trunkenpolz Mattighofen” and in 1954 the company began producing motorcycles. KTM, primarily a producer of premium off-road sports motorcycles, has been….

    Show More
  • Academia Barilla vs. Elbulli Strategic Mgmt Analysis
    4341 words | 18 pages

    INTRODUCTION The subject of food is as diverse and complex as the many dimensions that encompass it. We need food to survive, but once we get beyond the basic needs of nutrition, the subject of food takes on an entirely different character depending on ones values. People associate food with their own personal lifestyles, culture, history, values, heritage, history, identity, and other attributes that make them unique. Gianluigi Zenti Academia Barilla and ElBulli have a lot of common themes: they….

    Show More
  • Marketing Strategy of India Yamaha Motor Pvt Ltd.
    13990 words | 56 pages

    INTRODUCTION TO THE PROJECT : The objective of this project is to identify and analyze the marketing strategies of automobile industry in two wheeler segment. Through this study I am able to find out the present status of the automobile industry (2-wheeler) in India. In this project I also review other research done for the 2-wheeler bikes. Through this project I study the distribution and marketing strategy adopt by YAMAHA Company. This project help me know about the most influencing media to….

    Show More
  • Marketing Management 14th Edition Test Bank Kotler Test Bank
    173938 words | 696 pages

    Marketing Management, 14e (Kotler/Keller) Chapter 1 Defining Marketing for the 21st Century 1) Which of the following statements about marketing is true? A) It is of little importance when products are standardized. B) It can help create jobs in the economy by increasing demand for goods and services. C) It helps to build a loyal customer base but has no impact on a firm's intangible assets. D) It is more important for bigger organizations than smaller ones. E) It is seldom used by nonprofit….

    Show More

Popular Essays