Harley’s
Stanley Marcus Retail Competition
March 31, 2011

Harley’s
Stanley Marcus Retail Competition
March 31, 2011

Table of Contents Executive Summary 3-4 History/Background 5-7 Trends.............. 8-17 Target Market 18-21 Positioning…………… 22-34 Competitive Analysis 35-42 SWOT Analysis 43-48 Recommendations 49-61 Conclusion………….. 62-64 Appendices Appendix A Online Survey Results 66-75 Appendix B Mystery Shopping Results 76-99 Appendix C Manager Interview 100-105 Appendix D Focus Group Description and Results 106-113 Appendix E Timeline 114 Appendix F Works Cited 115

Executive
Summary
Executive
Summary

Executive Summary
Executive Summary After being in the retail business since college, Harley Hooper’s passion for retail, especially specialty men’s clothing, grew. This passion led to him opening his first store, Harley’s, in Tyler, Texas, thirty years ago. In 2009, Mr. Hooper decided to expand his store by opening a second store in College Station, Texas, which is the focus of our project. Even though the store will only be celebrating its second anniversary this May, they already have a large customer following that is continuing to grow. Our audit will be providing assessments of Harley’s current marketing strategies to show them not only what they are doing well, but how they can make further improvements to the company. In order to do this, we will first define both the stores current and aspirational target markets and analyze their position in the minds of the two markets. This will be followed by an evaluation of competitors to the men’s specialty store. This was done through a focus group of current and not current customers, a survey, and through mystery shopping. Next in our audit, we will provide a SWOT analysis of Harley’s that highlights their