...market in terms of size and growth. More women are riding motorcycles today than ever before. This trend is on the increase, as was shown in the video. Harley Davidson market value has grown from 6.4% in 1990 to 10% presently. More women today are earning higher income and are empowered by this fact. This has brought about a sense of independence and freedom. More women are buying motorcycles today to fill their psychological need of freedom and to express their individualism. Harley Davidson has recognized the women motorcycle market as a good growth opportunity for the company and is targeting this segment by building customized motorcycles with women in mind and also by advertising in some women magazines. Discuss why the woman motorcyclist market is a good strategic fit with Harley Davidson. The women motorcyclist market is a good fit with Harley Davison because more and more women are buying motorcycle to express their independence and their adventurous side. Today, women rider constitutes about 12% of Harley Davidson sales. This still leaves a potential growth opportunity for the company. There is no need to make expensive changes or to build motorcycles specifically for women. Discuss specific tactics Harley Davidson utilizes to attract women motorcyclist; How these tactics differ from attracting men. Harley Davidson recognizes the growth potential in marketing to women and has taken a number of steps to attract women. One of the tactics that they utilize in attracting...
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... * Brand identification of Harley Davidson has been strongly established for years. New entrant will have to overcome customer loyalty of Harley. 2. Bargaining power of suppliers: (Moderate/High) * Harley’s suppliers are not fragmented so they have a high bargaining power. * Switching cost of changing suppliers is high because of the nature of Harley’s products- -could require investing heavily to be a supplier. 3. Bargaining power of buyers: (low) * Since product is differentiated, customer tends not to be price sensitive. * Product is differentiated or targeted for niche market therefore the buyer will not find the alternative product. 4. Threat of Substitutes: (High) * Customers’ taste is shifted into Japanese motorbikes. Ex. Suzuki * Frequent product introductions and continuous improvements in price. 5. Rivalry: (high) * Lack of products differentiation or narrow product line. * Rivals like Honda are diverse in strategies, origins and personalities. SWOT Analysis 1. Strengths: Domestic and International market share, financial status (The company’s revenues had grown at a compounded annual rate of 16.6 per- cent since 1994 to reach $4.6 billion in 2003—marking the 18th consecutive year of record revenues and earnings), and product quality, strong brand quality, strong distribution network. 2. Weaknesses: Difficulty gaining market share in some European countries, Harley Davidson motorcycles are more expensive...
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...HARLEY-DAVIDSON Marketing Plan Prepared by Mehmet Okan Dicle Cem Karahasanoğlu Submitted to Asst. Prof. Zehra Bozbay Submission Date 26.12.2012 Brief History of Harley-Davidson 1903 in Milwaukee. Bill Harley and Arthur Walter Davidson designed and developed a one-cylinder motorcycle. Around the turn of the century the gasoline engine was developed and the one-cylinder motor was introduced. In 1901 the Indians were the first motorcycles and in 1903 Mitschell, Merkel and Yale. This motorcycle was initially built for racing and was powered by a one-cylinder gasoline combustion engine.So their one-cylinder motorcycle was complete; it was reliable and beautiful in looks. In 1905, 11 cycles in total had been made. 154 by 1908.. by this time they had an official company, in a small wooden barn which was Davidson's father's. Although the company was small, it grew quickly, pulling in William; another member of the Davidson family to help. Pretty soon they had over 20 employees working for them. They even upgraded to a purpose-built stone factory. In 1909, Bill Harley started on the first 1000cc V-Twin. Producing a modest 7 horsepower; the 45-degree V-Twin would become one of the most iconic symbols of Harley-Davidson motorcycles. The V-Twin stayed with Harley for a long time, and although its one of the most recognizable images of Harley-Davidson motorcycles; it wasn't actually invented by Bill Harley.. he was just following everyone else, at the time, V-Twin motors...
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...One shall use the framework proposed by Verville, Palanisamy, Bernadas and Halingten (2007). This framework emphasise the importance of planning the ERP acquisition, as it presents the opportunity for the researchers and practitioners to examine all the implications and dimensions (benefits, cost, risks, challenges etc.) Table 2 of this paper specific the different stages that the project team must go through in order to select the correct ERP software to best fit their business. Acquisition team formation: Berryman endorsed Cotteleer and Davidson to handpick influential people from across the PPG (Produce Products Group). The new the existing processes, they were tough customers and if ERP could be sold to these leaders then it would be easier to roll out across the whole company. They were joined by the Process Innovation group in 1998 and Braunschweig sought for a map of the procurement process and the stakeholders to be identified. It had a defined reporting strategy for the project team (Exhibit 4). Definition of requirements: They meet three to four days a month and by mapping the processes they identified man commonalities across the P&A, MRO and OE purchasing units. They conducted surveys to find out what purchasing did on a day to day basis and the other survey targeted key stakeholders who interacted with purchasing. The surveys highlighted the need for ERP when it was established the 85% of time was spent on non-strategic activities. By May 1998 they had mapped...
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...would Harley-Davidson put as much emphasis on consistency of quality as it does on level of quality? In the 1980’s Harley-Davidson was going through Great Depression and teetered on the brink of bankruptcy. They decided to reduce the inventory and improve total quality of the product in order to attract new as well as experienced buyers. They changed styling, performance, and features which represents the freedom and individuality of the motorcycles. They started doing custom-build bikes, because this way Harley-Davidson can see what customers want in order to express their individuality (Pride, et.al. 2011). 2. How does Harley-Davidson use customer services to differentiate its motorcycle products? Harley-Davidson maintains positive relationship with customers simply by satisfying their needs in the products. They do custom-build bikes and products which are usually in high demand. They also offering the driving courses as well as group riding in order to encourage customers learn how to drive. Harley-Davidson in order to promote their product has web site and sends an existing members two magazines which include: member events, articles about Harley-Davidson’s product and services. I think this is a good idea having the member’s events, because customer’s communication is a mouth-by-mouth advertising, and if the customers are satisfied with the product and services, then the company will definitely grow (Pride, et.al. 2011). 3. What role do you think the Harley-Davidson Museum...
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...Transformation at Harley – Davidson Four wheels move the body, two wheels move the soul – Harley Davidson. During Teerlink's tenure as Harley's Chief Financial Officer, was the organization structure flat or tall? Centralized or decentralized? It is important for us to get an understanding of this two critical terms, Flat organizational structure – organization has few levels as possible. Managers have broad authority and responsibility. (They work too hard). Communication is fast. Tall organizational structure – this type of structure has many levels, many different managers and communication is slow. During Teerlinks tnure from 1983- 1989 as the CFO of the company the structure was said to be flat as the Harley benched marked it’s self with Japanese manufacturing companies. This type of benchmarking can be termed as external benchmarking where you bench mark yourself with a competitor in the same industry. According to the productivity triad that occurred in 1983 where line workers were encouraged to contribute to the decision making process because they knew better than management what worked and did not. Therefore we can come to a certain argument that it was a flat organizational structure. It was decentralize, because during his period as CFO he introduced a structure that had Cross-functionality, lifelong learning, and shared leadership fuel the so-called "circle...
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...1 a) How did Harley dominate the US industry historically Historically, Harley-Davidson managed to dominate the US market by correctly identifying its strengths, weaknesses, opportunities and threats and understanding the environmental factors that influenced the industry that it operates in (Figure 1 and Figure 2). By utilising its strengths to maximise the opportunities presented to the company, Harley-Davidson was able to implement a succession of affective strategies, allowing it to capture 60% of the motorcycle market and subsequently became the market leader in the late 1950s. In the early years, the company attracted customers and established brand credibility by utilising the ‘victorious’ and ‘sporting’ brand image of one of its founders, Walter Davidson. The company understood its customers need for a product that can be fixed at home and therefore, was able to fulfil this need with its pioneered V-twin engine innovation. In addition, Harley-Davidson invested in R&D, focusing on improving the quality and reliability of its machines, building on its strengths and therefore was able to charge a premium for its motorbikes. This, in turn assists Harley-Davidson to acquire its prestigious, luxury brand image and achieved a cult following. In doing so, Harley Davidson was able to increase its market share, despite a sagging economic environment of the 1920s. When sales declined in the 1950s, the company relied on its innovations as a point of differentiation and built...
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...HARLEY-DAVIDSON INSURANCE WE CREATED HARLEY-DAVIDSON INSURANCE FOR ONE REASON—TO MEET THE NEEDS OF EVERY RIDER Harley-Davidson Insurance is designed to protect everything that Harley-Davidson® is built on—you the rider, your Harley-Davidson® motorcycle, freedom, independence and the Harley® way of life. With options ranging from basic liability insurance to full coverage, with protection for additional custom parts and equipment, there is a policy for virtually every rider. And, Harley-Davidson Insurance is available for nearly all makes and models—even other brands of motorcycles. With Harley-Davidson Insurance, you get great coverage along with customer and claims service from representatives who know Harley-Davidson® motorcycles. Enjoy the ride even more with an affordable policy that protects you and your bike the right way. Ride Safe, Harley-Davidson Insurance Services INSURANCE THE HARLEY WAY. ™ www.hdfsi.com GET TO KNOW THE HDFS FAMILY: Harley-Davidson Credit Corp. Harley-Davidson Insurance Harley-Davidson® Extended Service Plan Harley-Davidson™ Debt Protection Plan Harley-Davidson® Guaranteed Asset Protection (GAP) Plan Harley-Davidson® Visa® Harley-Davidson® Planned Maintenance Program Harley-Davidson® Gift Card ASK YOUR DEALER FOR MORE INFORMATION. Not all products available in all states. Harley-Davidson Insurance, underwritten and managed by The Progressive Group of Insurance Companies, is insurance designed specifically...
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...05/13/12 Abstract In the following research paper, we will be discussing three companies: Harley Davidson, Wawa Food Markets and Rita’s Water Ice. We will discuss three marketing opportunities for each company that they should pursue. Company #1: Harley Davidson Marketing opportunity #1: Motorcycles for Women I would categorize this opportunity as a home run. This would be a very large project that would take a lot of risk. In 2012, Harley Davidson made 34 new motorcycles for women to ride. The opportunity is already being worked on, it just needs expanding. I believe it would have a positive impact on public relations and would greatly improve profits. As I drive anywhere, I notice that more and more women are starting to ride motorcycles. Marketing opportunity #2: Motorized Motorcycles for kids As all parents know that have children, power wheels makes motorized vehicles for children to ride. I strongly believe that Harley should introduce a kid’s motorized vehicle. I would categorize this opportunity as a single. I do not think that it would be a great expense or risk to introduce this line. I think it would be a positive impact on public relations, especially to those parents who own Harley motorcycles already. I believe that this opportunity may only be a minor improvement to the financials. Marketing opportunity #3: Sponsoring teen bike racing I think Harley Davidson should sponsor young teenage drivers aspiring to become drag professionals in the drag...
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...Composition By Kelli Schroeder I chose JC Penny and Harley Davidson as my two companies to research for this assignment. JC Penney was founded in 1902 with the opening of its first stores along the west coast in small mining towns. It was popular because it brought goods at “one fair price” and also led the way to bring east coast fashions to the west. In 1963 JC Penney mailed the first catalogs out to customers in eight states and paved the way for the mail order business. What made this company strong, fashion at a fair price, was lost among the plethora of items from cookware to scarves that they now sold by mail, and later in stores. ("International directory of," 199) The early nineties brought struggles of competition with lower end stores like Wal-Mart and midrange stores such as Kohl’s. JC Penney found their merchandise had become diverse like Wal-Mart; however, their prices were higher like their competing boutique stores. Product value was perceived by consumers to be suffering. Profits for the more than 1200 stores fell two percent in only one year, leading JC Penney in have the worst performance of its peers in 2011. (Clifford, 2012) Harley Davidson has also struggled with the same issue of losing itself amongst fierce competition and diversification. Harley-Davidson began in a shed in 1903 by two brothers who set out to make the best American made motorcycles that money could buy. As Harley-Davidson became more successful, management decided to expand...
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...Case Study: Harley-Davidson 1. Based on your readings from the textbook and other information about Harley at Harley Davison's website and other sources, what do you think are its major strengths & weaknesses? Some of the strengths Harley-Davidson has are as follows: • Only American made heavyweight motorcycle. • Has a strong brand and is well established in the consumer’s mind with the image of “freedom and strength” (Adam, 2010). • “Promotes diversity by partnering with Habitat for Humanity, Hunger Task Force, Boys and Girls Club and YMCA Black Achievers Program & Black College Tour” (Harley-Davidson Motor Company Career Opportunities). • Solid partner-type relationship with employees. Some of the weaknesses Harley-Davidson has are as follows: • They charger high prices for their products. • Low market shares, especially in the European market. • Scooters are more agile on the European roads vs. American highways. 2. What are several of the potential opportunities and threats facing Harley? Some of the opportunities Harley-Davidson faces are as follows: • Women and young people prefer to ride a bicycle or a scooter so creating light version of a Harley could prove profitable. • The need to market more competitively in the European market. Some of the threats Harley-Davidson faces are as follows: • Environmental laws are a lot stricter than what they use to be. • Union strikes could cause a loss in production for enforcing a modification in...
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...Management Case study: Harley-Davidson Contents Question 1 3 Question 2 5 1. Brand elements 5 2. Criteria 6 Question 3 8 1. Custom Vehicle Operations program (CVO) 8 2. Harley Owners Group (HOG) 8 3. Bar café 8 4. Exchange of motorcycle 9 5. Companies can learn from H-D 9 Question 4 10 1. Definitions 10 2. Equally successful 10 3. Non-equally successful 10 4. Co-branding or not? 11 Question 1 ------------------------------------------------- Make a detailed SWOT Analysis of the Harley-Davidson Company, paying particular attention to the marketing mix (Product, Price, Promotion, Distribution, Personnel) STRENGTHS | WEAKNESSES | * Net income of 2003 was $760mn, its more than 30% as compared to the previous year 2002 ; * The standard and performance segments of Harley Davidson make up 70% of the European heavy weight motorcycle market ; * Harley-Davidson operates in two segments: Harley-Davidson motorcycles & related products and HDFS (Harley-Davidson Financial Services) ; * Harley-Davidson is the only major American heavyweight motorcycle manufacturer ; * Strong brand name ; * The HOG (Harley Owners Group), which have a 750,000 members worldwide is the industry’s largest company sponsored motorcycle enthusiast organization ; * Buell Riders Adventure Group (BRAG) was also formed recent ; * Customization of the bikes, this is Harley-Davidson’s major revenue maker; * Harley-Davidson have a good marketing...
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...best product out there. However, for industry leader Harley-Davidson, it could be the cause of much worse. While Harley-Davidson has been in business since the early 1900’s, even this motorcycle giant has its shares of ups and downs within in the industry. Currently, Harley-Davidson is faced with problems such as how it can maintain its unique position as a heavyweight motorcycle manufacturer in North America, what can be done to enhance its current position in European markets, and how can we become a viable source in the Asian market with its current trade policies (Murphy, 2008). It is important for the Harley-Davidson company to remain at the top of the industry. This is because so many people depend on the firm for their family’s survival as well as those areas where dealerships and factories are located depending on them economically. While the baby boomers are moving out of the way, it is important for HD to turn its sights on women, Hispanics, the younger generation and African-Americans (Harley-Davidson, Inc., 2012). While Honda and Yamaha are at the top of the leaderboard in the motorcycle industry, HD is striving to stay at the top with them (currently in third place) (Wikinvest, 2012). Other rivals are Suzuki, Kawasaki, Triumph, BMW, and Polaris. Increasing its core consumer group and motorcycles is the best way for Harley-Davidson to stay among the leaders of this time. References Harley-Davidson. (2012). Retrieved from:...
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...Tameka Huff Dr. Christine Gray English 101 February 28, 2013 Memories of the past 18 years It was June 17, 1995 I remember this day like it was yesterday because it was six day after my 15th birthdays and I had just finish visit with my grandmother in Dover Delaware and was on my way back to Maryland to go to my girlfriend Alicia’s birthday party. I remember that I didn’t make to my girlfriend birthday party and sleepover for some reason, so I went home. This story changes my life in many ways to the point I view the world in many shade of color. I have had some obstacles to overcome with the death of my father at the age of 15 years old. I guess I need to start from the beginning of the story. At that time my mother and father were divorce and I had just turn 15 years old I was l living here in Maryland and my father was living in Cleveland Ohio at that time. This was the summer that I should have spent the summer with him. It was my birthday June 11, 1995 my father had just call to wish me a happy birthday and to tell me that he love me and that he would see me and my brother in a couple of days, and then my dad said he need to talk to my mother about the plans of when we meaning my brother and I were on our way to Cleveland. My mother and father had made the plan and we were ready to go. The plan was set for June 21, 1995 to leave and drive to Cleveland to spend the whole summer with dear old dad, but something happen that Saturday. I did not know what was happening...
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...------------------------------------------------- Harley-Davidson Question 1: What are Harley-Davidson’s current sources of competitive advantage? The challenge for a marketing strategy is to achieve sustainable competitive advantage. A competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and services that justify higher prices. At present, Harley-Davidson has a number of sources of competitive advantage. 1. Brand image: Since its inception, Harley-Davidson established an image of “raw power”, which became its major selling point. Throughout its history, Harley motorcycles were associated with people who were willing to break the traditional mold or willing to live on the edge. Its brand image reflected rugged individuality and the frontier spirit of the United States. This strong sense of nationalism connected to Harley motorcycles resulted in brand recognition and loyalty that continues to this day. Harley’s “tough” brand image is a competitive advantage in terms of attracting customers who favor or relate to this image. However, in some cases, its brand image is a competitive disadvantage because it does not appeal to certain target segments such as female riders. 2. Product customization: The most distinctive feature of Harley was the V-twin engine. The V-twin engine’s simple design allowed owners to tinker with their engines. At present, Harley offers a complete line...
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