Introduction “Harley-Davidson: At Last” case study discusses Harley-Davidson‘s marketing mistakes and successes when the company was faced with the invasion of Honda and other Japanese manufacturers in the 1960s. Harley-Davidson did not consider Honda’s lightweight motorcycles as a threat since they believed that people buy mostly heavyweight motorcycles not for transportation, but rather as sport vehicles for leisure time use. Unfortunately for Harley-Davidson, Honda was able to penetrate the
Words: 1204 - Pages: 5
Chapter 7: Products, Services and Branding Strategy What is a product? Anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. - Includes: physical objects, services, events, persons, places, organizations, ideas, or some combination thereof. What is a service? Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything can referred
Words: 2372 - Pages: 10
INDIAN TWO-WHEELER INDUSTRY Industry volume growth expected to gear down to 8-9% in 2012-13 ICRA RATING FEATURE MAY 2012 Overview The Indian two-wheeler (2W) industry recorded sales volumes of 13.4 million units in 2011-121, a growth of 14.0% over the previous year. In a year wherein growth in other automobile segments particularly, passenger vehicle (PV) and medium & heavy commercial vehicle (M&HCV), slowed down to single digits - marred by demand slowdown due to northward movement of inflation
Words: 10995 - Pages: 44
buyers. The average age of a Harley buyer in the United States is nearly 50. One key to Harley’s success is the Harley Owners Group (HOG), a club of loyal Harley owners with over one million members, including 100,000 in Europe. HOG is an important marketing tool for promoting sales. In the United States brand loyalty is fierce, and switching costs for Harley owners are high. Over time, the firm has created a mystique around its heavyweight bikes that helps drive sales. Indeed, many owners get Harley
Words: 1501 - Pages: 7
Introduction: 1988-1993 was an extremely competitive period in the world of automobile, As company’s ability to capture and sustain market share leadership is a function of marketing strategy they choose to embrace, Honda and Taurus made a run at being number one during that period, both have many similarities concerning their size, price and demands, though each company has its own individual strengths that have allowed it to succeed in the current economic climate and also specific weaknesses
Words: 2055 - Pages: 9
Research Paper Group 2 Abstract This paper will provide an in-depth analysis of the Toyota Prius from a Marketing viewpoint. The research provides background information, market analysis, branding, services/ pricing and promotional information regarding the Toyota Prius. This paper provides the decision making and analytical processes necessary to implement a successful marketing program for the Toyota Prius. Description The Toyota Prius is considered a full size hybrid electric mid-size
Words: 10184 - Pages: 41
Supplier Development at Honda, Nissan and Toyota: Comparative Case Studies of Organizational Capability Enhancement* Mari Sako Professor of Management Studies Said Business School University of Oxford Park End Street Oxford OX1 1HP, UK Email mari.sako@sbs.ox.ac.uk October 2002 * This study was funded by the International Motor Vehicle Program (IMVP), the UK Economic and Social Research Council, and the Japan Foundation. I am grateful to the interviewees at the three automakers and suppliers who
Words: 12443 - Pages: 50
1.Explain the strategy behind Asian automakers targeting Gen Y. The strategy behind Asian automakers targeting Gen Y as well as other industries is because Gen Y have become relevant consumers in the market place. Also known as Millennials, the Generation Y are comprised of 56 million people, according to the 2010 Census and it is considered the second largest age group behind Baby Boomers. Born between 1946 and 1964 the Baby Boom generation has long been the primary target group that product developers
Words: 2212 - Pages: 9
Table of Contents Executive Summary …..….…………………………………………………………………………………………………………………………1 Harley-Davidson’s Competitive Advantages ..………………………………………………………………………………………….2 Symbol of Innovation and Toughness ……………………………………………………………………………………….…2 Uniqueness and Distinction …………………………………………………………………………………………………………2 Facing Challenges ………………………………………………………………………………………….…….……………………..3 Future Sustainability ……………………………………………………………………………………………………………………3 Vulnerability
Words: 4556 - Pages: 19
A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE. A Report submitted in partial fulfillment of the requirements for the award of the degree of BACHELO OF BUSINESS ADMINISTRATION TO SOUTH GUJARAT UNIVERSITY, SURAT Submitted By: TARANG P PATIL T.Y.B.B.A. (SEM-VI) ROLL NO.-23 Under the guidance of MR.HORMAZ.D.PATEL Submitted To: THE CO-ORDINATOR THE SURAT PEOPLE’S CO-OP. BANK COLLEGE OF BUSINESS ADMINISTRATION UDHNA (SUART) March 2007 1 THE SURAT PEOPLE’S
Words: 4101 - Pages: 17
