The project talks about the objective of the event, the marketing strategy applied by the company to gain success in the market and stay ahead of its competitors and the promotional methods adopted by Harley Davidson in respect to the event. Recommendation to HD is not required as it has adopted all the necessary strategies needed to make an event a success and HD being a big brand, the brand names is enough for it to generate potential customers and create awareness. Overview about the Company Harley Davidson is a US based manufacturing company of motorcycles which was founded way back in 1903. Harley Davidson started with a mission to ride with every customer and apply with them the connection in each and every market the company serves in order to create a superior value for the stakeholders. The company’s vision is to fulfill the dreams of every biker on the road by providing them with extra ordinary bikes and with satisfied experience. Harley Davidson aims to fuel the passion for freedom in their customers and express individuality. Hardly Davidson provides an emotional connection with Harley Davidson bikes and other related products. The company believes in providing superior quality of products because of the trust and brand loyalty the customer’s shows in the brand and the company1. As male section is often known for their urge to drive a Hardly Davidson and own one, similarly for the female riders Harley Davidson has introduced bikes and has conducted events to encourage the female riders to drive their HD. The Harley Davidson community has organized an event for females, the Garage Party mainly targeting the female sections2 . Situation Analysis Situation This project on event management talks about the event that Harley Davidson organizes for its female riders. The events are conducted by the dealers of HD and it continues for around a month in different states of US. HD conducts two events for females, the Garage party and women riders’ month. It was conducted in the month of May when thousands of women across the world came together to become a part of HD. Women participated in events like Garage party and supported worthy cause3. Objectives The objective of such an event was to fulfill the dreams of females from learning to ride a HD to buy the right bike and to ride in the road with great confidence. The event was conducted for a cause which was attended by thousands of females across the world. Marketing Strategy HD had released that the bikes were not only ageing but also the percentage of female customers have increased over the years. The company knew that with a change in demographics the sales could be affected and realized the necessity to tap into the new market segment for females. The company’s initial strategy was to take over the brand Buell in order to tap the new market segment. The Buell bike was ideal not only for new riders but also for small riders and particularly for female riders. Seeing the growth in female customers Harley Davidson adopted the marketing strategy of product extension. The company introduced new bikes specially made for the women customers. Women are not only purchasing the smaller and light bikes but according to information on HD website, females purchasing the 883 Sportster Hugger which is designed with lower seat and short
Harley Davidson in pursuit for female riders Contents Harley Davidson in pursuit for female riders 1 Contents 2 Executive Summary 3 Overview about the Company 3 Situation Analysis 3 Situation 3 Objectives 4 Marketing Strategy 4 Promotional Analysis 4 Recommendation 5 Bibliography 6 Executive Summary This project talks about one of the well known manufacturer of motorcycle bikes Harley Davidson…
32). This strategic approach constitutes both the organization and the community’s perspective on the brand. The exact method that brand identities are constituted and manipulated is a subject of great debate within academic literature. While traditional approaches to branding implemented position statements – this product is better than another product because of these reasons – the contemporary paradigm of branding considers more emotional elements.
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 earliest Harley Davidson models were on the road and winning races as early as 1913, and by 1920 the brand had already been exported to countries outside the U.S. (HD History Timeline, 2010). The HD bikes are described by enthusiasts as having a unique design and historical legacy that dates back to World War I.
One of the major political aspects that affected the operations of the company in 2002 was the steel tariffs that were implemented during President Bush reign. As a result of the legislations that were protested by EU, the cost of production for the company increased thus reducing the gross profit.
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.
This event is attended by thousands of women who have the desire to own a HD. The project talks about the objective of the event, the marketing strategy applied by the company to gain success in the market and