Marketing Master Assignment Example | Topics and Well Written Essays - 2750 words

Marketing Master - Assignment Example Harley Davidson has powerful brand image and is sound financially, but there are certain palpable weaknesses in its marketing strategy. The target customers are forty plus men; and until Harley Davidson does something about this narrow market, it could well find itself being overrun by Japanese competition. HD has selected the tactical direction to target a younger market that is technologically aware in order to augment its market in the performance cruiser market space. The new V-Rod motorcycle has given Harley Davidson a boost. To target the youth with this latest product line, the company has taken up the following marketing objectives: to develop its existing market (market expansion), branch out its product line (product diversification), and adapt its marketing combine to target a younger audience. During the 1970s, Harley Davidson faced a decline in market owing to high profile, Japanese models. However, it still managed to create a niche for itself in the market. This was done by phasing out feeble models, becoming choosier, through restrictive sales and promotions etc. Today, Harley Davidson is depending on its freshly adopted marketing objectives. ... the following marketing objectives: to develop its existing market (market expansion), branch out its product line (product diversification), and adapt its marketing combine to target a younger audience. During the 1970s, Harley Davidson faced a decline in market owing to high profile, Japanese models. However, it still managed to create a niche for itself in the market. This was done by phasing out feeble models, becoming choosier, through restrictive sales and promotions etc. Today, Harley Davidson is depending on its freshly adopted marketing objectives. First, it needs to place the V-Rod to appeal to people who are buying motorcycles for the first time. Here, its strong brand individuality comes in handy. Second, it has to set a proper marketing mix that appeal to a younger consumer base. It can successfully deploy the low end approach; in other wards attract a young audience through a low price tag. 3. Marketing Mix Elements The Harley-Davidson Corporation has found manifold ways to put its promotion strategy into practice. Harley Davidson's main promotional tool has been the HOG, since 1983. The company's commercials are centred around female images. Over 90% of the bikers are males; the HOG advertising campaign has consequently been thriving for decades. Harley Davidson also uses its cafes, located in most dealerships, for promotion. However, the most important promotional tool is still the brand image of an American product. Owning a Harley stirs nationalistic senses. Harley Davidson's distribution strategy can be best explained through its website. "Harley-Davidson's dealer's are the company's life-line to our customers, with a wide variety of product offerings, dealer's provide knowledge, service, and information to riders out on the road." The