Strategic Marketing of Harley Davidson

Case Study
Pages 8 (2008 words)
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Marketing Strategy is a planning process that can allow an organisation to concentrate its resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. It serves as the fundamental underpinning of marketing plans designed to reach an organisations marketing goals, policies and action tactics.


Here it looks at hoe the company was started back in the year 1903. Then it looks at the development of the company throughout the entire twentieth Century. It then looks at all the strategies that have been applied by the company following a fall that the company was on the verge of facing. (Smith, 2003) This was started by the kind of products offered by the Company. This was through the introduction of a number of products that were designed to appeal to the new market. Some of these include; multi coloured motor vehicles, improvement of accessories in heavy weight motorbikes, sale of accessories individually, biker clothes like jeans and t-shirts with the company logo. Most recently, the Company has introduced a bike that has a better engine than all the other models.
The Company also focused on improvement of its distribution mechanism through the employment of different dealers. It held up talks that could help dealers to improve their service provisions. It also sold some of its accessories using Alternate retail outlets.
Pricing was a big part of their strategy too. The Company did not focus on price reductions but instead advocated for the purchase of motorcycles whose prices matched their quality. This was also backed up by discount offers for customers who bought small motorcycles and then traded them in for new ones. ...
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