Case Study Harley Davidson | Marketing and Promotion
Added on 2020-04-01
6 Pages786 Words77 Views
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Running head: HARLEY DAVIDSONHarley DavidsonName of the studentUniversity nameAuthor’s note
1HARLEY DAVIDSONTable of ContentsIntroduction......................................................................................................................................2Synopsis of case...............................................................................................................................2Application of relevant theories or concepts...................................................................................3Recommendations............................................................................................................................3Conclusion.......................................................................................................................................4References........................................................................................................................................5
2HARLEY DAVIDSONIntroduction The current assignment focuses on the North American based heavy based motorcyclescompany. The company divided its services into different components such as the motorcycle,related products and financial services. The assignment discusses about the challenges faced bythe Harley Davidson Company in the marketing and promotion of its products from the ageingbaby boomersSynopsis of caseThe Harley Davidson Company established itself publicly in 1986 in the North Americanmarket and catered to a narrowly targeted segment of middle aged men. However, the companyrecognized that for the purpose of expanding the sales, the company need to target new targetsegment of customers. The objectives of the company were divided into two main componentssuch as: 1. Designing quality based reliable products, 2. providing highly customised and stylishend products to the customers ("2017 Harley-Davidson Motorcycles | Harley-Davidson India",2017).One of the main challenges that Harley Davidson faced was in the marketing of its products. Asargued by Roese et al. (2017), the company faced one of the major challenges in the areas ofgenerating sufficient interest in the products of the brand in a target population other thetraditional audiences targeted by the company. As commented by McAlexanderet al. ( 2016),one of the main target audiences of the Harley and Davidson company were the ageing USboomers, who due to their age lost their interest in the fast riding vehicles and motor bikes.
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