Livewire Motorcycle Product of Harley Davidson

Running Head: Marketing
0
Harley Davidson
MBA marketing
Live Wire motorcycle
3/14/2020

Marketing
1
Contents
Introduction......................................................................................................................................2
Target marketing..............................................................................................................................2
Competitive positioning of the Harley Davidson............................................................................3
Recommending the company to either terminate or continue with this product launch.................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

Marketing
2
Introduction
The report is prepared regarding the marketing strategies of the product Livewire motorcycle
which is of the company Harley Davidson. In this report, the target marketing and modest
placing of this product will be enhanced. From the marketing strategy of the product, it will be
evaluated whether the company Harley Davidson should terminate or continue with this product
launch (Nadeem, 2015). The recommendations will be given to continue or the termination of the
product Livewire motorcycle. It is an electric motorcycle product which is the first electric
product whose maximum speed of the bike is 95 mph. the battery bike which delivers the
premium riding experience. With the help of the marketing strategies in this report, it will be
evaluated that the product Livewire motorcycle can develop a good relationship with the
customers or not and helps in identifying that whether this product develops some position for
the company or not (Dominici and Yolles, 2016).
Target marketing
The new audience is targeted for the Harley product of the Livewire motorcycle. The major
targeted customers are the ones who are interested in riding bikes and born to ride bikes (Baran
and Galka, 2016). The major age group which is targeted for this product is the 25-40 years as
these people are assonating towards riding the bikes and have craze to ride the new bikes. The
major core customers are the youth as the product of Livewire motorcycle is the electric
motorcycle which was demanded by the youth only. The weight of this product is 460IB and has
a single speed, belt drive via bevel gear (Agnihotri, 2013). The engine is also electric liquid-
cooled and the maximum speed is the 95 mph with claimed 105 hp motor. Although it targeted
the different types of the customers the major focus in on the youth who is in the age group of
between 25 to 40 years.
In terms of gender also it is seen that major motorcycles are derived by the men so men who are
over the age of 35 are targeted including the young adults. The targeted customers are also those
who have the normal or the higher income group (Triwastuti, 2017). The product Livewire
motorcycle is quite costly which cannot be afforded by the lower class of people so they are