Harley Davidson marketing plan

Harley Davidson marketing plan  Essay example
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Marketing Plan: Harley-Davidson, Inc. Table of Contents Introduction 4 a.Strategic directions 10 Conclusion 25 Bibliography 26 Marketing Plan: Harley-Davidson, Inc. Introduction The Harley-Davidson is an iconic American brand that has a strong following in the UK – probably one of the strongest outside of the USA (Harley Davidson UK, 2012).


The Harley-Davidson Motor Company was incorporated in 1981, and primarily designs, manufactures, and sells heavyweight (i.e. engine displacement of 651+cc) touring, custom, and performance motorcycles, and a complete range of motorcycle parts, accessories, clothing and collectibles. It is the only major US-based motorcycle manufacturer, and leading marketer of heavyweight motorcycles. It has the largest share of US heavyweight motorcycle market since 1986, in terms of retail sales of new motorcycles. It markets its products and services through a worldwide network of more than 1,300 dealerships. The principal HD dealership for the entire European region has its headquarters at Oxford Business Park in the UK, and it was incorporated in 1989 (Key Note, 2012). The purpose of this study is to arrive at a strategic marketing plan that would enable Harley-Davidson UK to maintain its market competitiveness and possibly advance its position in the motorcycle manufacturing and retail industry. It shall examine the macro-economic environment of the motorcycle industry in UK, provide a micro-economic analysis of the industry in the form of a SWOT analysis, and construct perceptual maps of the company before proceeding to specify a marketing mix by which HD-UK may best address its market. 1. ...
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