Harley Davidson marketing plan - Essay Example

Only on StudentShare

Extract of sample
Harley Davidson marketing plan

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. ...
Download paper

Summary

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)…
Author : erichcruickshan

Related Essays

Harley Davidson Branding
11 pages (2761 words) Essay
Harley Davidson marketing plan
24 pages (6024 words) Essay
Harley Davidson Strategic Analysis
12 pages (3012 words) Essay
Delivering Superior Customer Value Though Marketing: A Benchmarking Approach Focusing on Harley Davidson
24 pages (6024 words) Essay
Analyse a Brand Community of Harley Davidson
3 pages (753 words) Essay
Harley Davidson in Pursuit for Female Riders
5 pages (1255 words) Essay
Marketing Plan Harley-Davidson Dyna Street Bob
12 pages (3012 words) Research Paper
marketing to teens worldwide via music
6 pages (1506 words) Essay
MKT Week 3 DB SA
1 pages (251 words) Case Study
Palm INC case study
5 pages (1255 words) Case Study
Got a tricky question? Receive an answer from students like you! Try us!