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Delivering Superior Customer Value Though Marketing: A Benchmarking Approach Focusing on Harley Davidson
Pages 24 (6024 words)
Delivering Superior Customer Value Through Marketing: A Benchmarking Approach Focusing on Harley Davidson Abstract This study is an exploratory research into the prospects for enhancing customer value through marketing. It employs the benchmarking approach, which is first defined and described in a brief literature review.
Thereafter, an industry profile helped to identify the companies that shall provide the basis for benchmarking. Performance measures were assessed and HD’s own metrics were compared with those of the benchmark companies. A relative assessment was made to narrow down the specific practices to be studied and evaluated, and finally adopted in the operations of HD. A suggested system for periodic monitoring and progress assessment was thereafter described to ensure the continuity and sustainability of the project. The plan suggested here is capable of several alternatives, although it is assumed in this study that financial statements and published industry reports are the best feasible sources of information. In a more full-blown study, however, it is necessary and advisable to conduct more direct data gathering procedures such as company visits, interviews, and direct observation of operations. Literature Review Benchmarking Theory Benchmarking has been defined in several ways, some technically stringent and some quite liberally. ...
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