Marketing Analysis of Harley Davidson

Running Head: MARKETING ANALYSIS OF HARLEY DAVIDSON
MARKETING ANALYSIS OF HARLEY DAVIDSON
Jeffrey Coster

1MARKETING ANALYSIS OF HARLEY DAVIDSON
Executive summary
Harley-Davidson is considered to be one of the epic bike manufacturing companies in the world. The company is
popular for its cruise model bikes that overwhelm bikers since time immemorial. However, since 2007 the
company faces an array of issues in expanding the business rapidly. In this context, the report tried to highlight
those issues and recommended some measures that could help the company to re-establish its business superbly.
Moreover, the report also pointed out the strategic steps that Harley-Davidson should take in 2007 in order to
prevent the crisis. The report concluded that there were still possibilities for Harley-Davidson to prove its value and
tradition again.

2MARKETING ANALYSIS OF HARLEY DAVIDSON
Table of Contents
Introduction...................................................................................................................................................................4
Discussion.....................................................................................................................................................................4
Key market research indicators and consumer insights................................................................................................4
Brand logo and design..........................................................................................................................................4
Product quality......................................................................................................................................................4
Product diversity...................................................................................................................................................4
Safety and comfort................................................................................................................................................4
Social issues..........................................................................................................................................................4
Marketing strategy........................................................................................................................................................5
ANSOFF matrix........................................................................................................................................................5
Market penetration................................................................................................................................................5
Market development.............................................................................................................................................5
Product development............................................................................................................................................5
Diversification......................................................................................................................................................5
Issues in 2007................................................................................................................................................................6
Company’s point of view..........................................................................................................................................6
Penetration pricing strategy......................................................................................................................................6
Digital marketing strategy........................................................................................................................................6
Social campaign strategy..........................................................................................................................................6
Conclusion....................................................................................................................................................................6
Bibliography.................................................................................................................................................................7