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Harley Davidson

group project for marketing principles justin kylie rebecca ad josh
by

josh maassen

on 10 May 2011

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Transcript of Harley Davidson

Harley Davidson "You have the power behind the desk;
now feel the power on the road." Established in 1903 in Milwaukee by Bill Harley and Arthur Walter Davidson.
The creation of a new line of business orientated motorcycles appealing to a new target market.
Re- orientation of the target market away from street biker gangs
Target market are older men aged 35+ Market environment Harley Davidson is a world wide product
that competes at the highest level of motorbike sales.
Its main competitors include Honda,
Suzuki, Yamaha and Kawasaki. Percentage of sales in
America. Background Information
Competitive Environment SWOT Analysis Strengths:
Strong, pre-existing market
Image of quality
Cost effective to set up.
Dominates American market share with 48%. Weaknesses:
Negative connotations and imaging associated with the current bikie wars.
Narrow target market (Niche market).
GFC
Weak market in European countries Opportunities:
Celebrity endorsement.
Re-marketing.
Entirely new model of bike. “You have the power behind the desk; now feel the power on the road”.
Higher expendable income (of target market)
New economies like China and India.
Increasing markets in Europe and Asia. Threats:
Honda, Kawasaki competitors
Luxury car brands.
Strategic alliance between Suzuki and Kawasaki.
Some competitors have larger financial and marketing resources
Negative media image, societal image. Market Segmentation Geographic segmentation:
City user’s primarily for business men and woman.
The city is more dense and urbanized all so typical centre of business districts.
European Markets. Nationality:
European countries, Australia, America primary locations High socio economic status (as that is the image we want this line to represent). We want this product to be seen not as a rough hooligan vehicle but rather a
Classy vehicle road by elite members of society.
America 40% of business is repeat
First time users who are attracted to the new sleek businessmen model.
This graph dipicts
the level of sales
in Europe and the
percentage
marketshare. Marketing Strategy Price:
Higher than industry average
People:
Consumers earning more than the marginal income
Sense of dominance and are successful

Future:
Moving towards a mass market
Maximise target group
Promotion:
Current:
Lifestyle of Harley Davidson
- Travels with groups
- Leather jackets
- Women
Muscular motorstyle approach

Future
Sleek and aesthetic reflection
Realistic amabassador to demonise issues of bikie wars
Establish new campaigns and products for women Place
Current:
Mostly recognised in the US

Future:
Aims to conquer the European empire with chain stores Marketing Environment Micro-environment: Competitors Suzuki Kawasaki and honda Dominate the European Markets
alteration of our product, and the creation of a niche’ market, we hope to gain a competitive advantage over them. Macro-environment:
culture surrounding the Harley-Davidson brand.
media; newspapers, televisions, magazines, social media websites such as facebook, and radio.
public scrutiny.
competitor models. Demographics:
Generally 35+
Males Occupation:
Aimed at high income occupations and business jobs. Does the current media coverage of the
bikie wars affect your idea of Harley Davidson
Full transcript