Marketing Management: A Case Study of Harley Davidson

Running head: MARKETING MANAGEMENT
Marketing management
Name of student
Name of University
Author note

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Table of Contents
Introduction................................................................................................................................3
Synopsis or Summary of Case Situation....................................................................................3
Statement of Corporate Mission.................................................................................................4
Statement of Corporate Business Strategy.................................................................................4
Statement of Corporate Marketing Strategy and Types of Marketing Strategy.........................4
Evaluation of Fit or Alignment of Corporate Mission, Strategy, and Marketing Strategy........5
SWOT Analysis:........................................................................................................................5
Assessment of Business Strengths and Business Opportunities.............................................5
Assessment of Business Weaknesses and Threats.................................................................6
Market research and business intelligence influencing marketing strategy...........................6
Current marketing strategy.....................................................................................................6
Recommendations......................................................................................................................7
Conclusion..................................................................................................................................7
References..................................................................................................................................7

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Introduction
The report is prepared to discuss about the marketing management concepts
considering the business organisation named Harley Davidson in United States. The company
is known for its manufacturing and production of customised bikes with iconic engine that
are popular worldwide and have also gained global acceptance, which also creates a strong
sense of trust and loyalty among the customers. Harley Davidson has also managed to acquire
large number of customers by establishing good relationships with them, which has been
possible with the help of survey process and also by conducting face to face discussions and
through assessment of views and opinions from the clients on the social networking websites
too (Kotler et al., 2018). This is essential for understanding the changing demands and
expectations of the clients, furthermore, ensure delivering the best quality products and
services for creation of positive brand image and identity. Thus, the focus of this report is on
the management of marketing activities required to establish greater brand loyalty and deliver
a great customer experience. The report will also present an idea about the corporate mission,
the marketing strategies implemented by the company and also evaluate the fit or alignment
of corporate mission, marketing strategies and approaches to be undertaken by Harley
Davidson for creating a sustainable position within the business environment (Harley-
davidson.com, 2019).
Synopsis or Summary of Case Situation
Considering the case situation, it is believed that Harley Davidson maintains good
personalised relationships with the customers and it has been managed with the help of face
to face discussions and also by checking the views, opinions and feedbacks regarding the
products and services delivered, on the social networking websites. This has helped in
assessing the needs and preferences of the customers, furthermore, ensure serving the clients

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better and establish brand trust and loyalty too (Shaw, 2016). From the case study, it is also
understood that the company has been engaged in various activities and events such as
sponsorships by independent dealers, short rides, major destination rides and also local
charity events, which also ensures fostering positive relationships with the organisational
members as well as the dealers. With the extensive network of distribution, Harley Davidson
has created a string image, brand identity as well as focused on the quality of products and
services, which has further helped in meeting the lifestyle behaviours and even influenced the
clients to become engaged in the H.O.G membership activities too (Chernev, 2018).
From the case situation, it is found that for the purpose of proactive management in
the development of people, Harley Davidson in US has managed good shared values, beliefs,
philosophies and organisational policies to ensure that the employees are accustomed with the
brand experience and are more associated with the training and developmental sessions too.
This has also helped in improving their morale and confidence, furthermore satisfy the
expectations and demands of clients by establishing relationships with them and through
encouragement of behaviours of clients to facilitate delivering outstanding services and
increase the sales generation and revenue too (Baker, 2014). For accomplishing the goal or
objective of generating higher revenue and to attain competitive advantage in business,
Harley Davidson has also connected with the young generation customers by marketing
products and services with the use of social media platforms like Twitter, Facebook, etc. This
is a great marketing effort put by the organisation for acquiring large numbers of followers,
furthermore ensure encouragement and motivation of younger generation clients to remain
engaged with the brand perfectly (Kotler et al., 2014). The company has also arranged music
festivals to draw in the potential riders and created interactive experiences for keeping them
influenced, motivated and inclined towards the brand much more comprehensively.