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. ...Show more
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)…
ce 1920s has been on the height of studies and researches. The brand has always amazed bike lovers and so as the economic compellers to understand more about company’s real marketing tactics (Scott, 2008). I being the marketing consultant at Harley is going to come up with three years marketing plan and strategy for the company (Scott, 2008).
The essence of benchmarking is to compare firm performance with model companies to derive their best practices and employ them in a manner that enhances the benchmarking firm’s competitiveness. This study sought to employ that approach by first establishing the issues surrounding HD’s strategic goals.
The purpose is to present reasons whether Ducati should follow the strategies of Harley Davidson or vice versa. This is done by first explaining the business strategies of the two companies separately. Then a suitable explanation is produced to determine the feasibility of adoption of the strategies of both companies.
The company was started in the early 1900s and has successfully completed more than 100 years of operation. It is headquartered in Milwaukee, Wisconsin. This paper presents a short history, strategic plan and analysis of strategic direction, internal and external environment and the opportunities and challenges that Harley-Davidson and the motorcycle industry will have to face in the near future.
# 1 Talon, a proprietary dealer management system, handles inventory, vehicle registration, warranties and point of sale transactions in all Harley-Davidson dealerships. Talon aids in performing time-saving tasks such as checking dealer inventory and generating parts orders, as well as allowing the company to review and analyze information globally.
Harley Davidson, often called as H-D, is an America based motorcycle manufacturer. The head quarter of the company is based in Milwaukee, Wisconsin. The company was established in 1903 by Arthur Davidson, William S. Harley, William Davidson and Walter Davidson.
Other brands too are making a foray in the market.
While Harley Davidson (HD) has been seeing growth and profits for 19 consecutive years, it cannot be complacent in view of the growing competition. It has therefore set its eyes on the