Strategic Marketing Analysis of Harley Davidson's LiveWire Motorcycle

This report provides a comprehensive marketing analysis of Harley Davidson's LiveWire electric motorcycle, examining its target marketing strategies, competitive positioning, and overall product launch. The report identifies the target audience as young adults and men aged 35+, emphasizing the importance of competitive positioning through market profiling, customer segmentation, and competitive analysis using SWOT analysis. It evaluates the company's strengths, weaknesses, opportunities, and threats. Furthermore, the report recommends that Harley Davidson continue with the LiveWire product launch, as it aligns with future market trends toward electric vehicles and offers opportunities for increased revenue, market share, and environmental sustainability. The report concludes with a summary of the key findings and recommendations, emphasizing the importance of brand strategy and customer satisfaction.

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

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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

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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

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generally not targeted. The younger demographic class is the major target so that more revenues
can be earned by the company as these people only ride the bikes passionately.
Competitive positioning of the Harley Davidson
Competitive positioning is important for any business and it plays an essential role in the
company of Harley Davidson. The competitive positioning is bout defining how you differentiate
your offering and create value for the market. This process improves the overall process of the
business and maintains a good position in the market (Triwastuti, 2017). The competitive
landscape can be managed by using this positioning strategy in the business. Harley Davidson
launches a new product that is a live motorcycle that is an electric bike that needs a proper
competitive positioning in the market to improve its sales in the market. The competitive
positioning includes several processes like:
Market Profile: The current market profile of Harley Davidson is Caucasian males over the age
of 35+ (Ghasemi, et al., 2015). The market profile needs to be proper for better competitive
positioning as it is an element related to competitive positioning. This can improve the overall
trade of the company. A live motorcycle needs the proper profile of the market to improve the
profits of the company.
Customer segments: Customer segmentation is also important for competitive positioning as it
helps to understand the problem that the company faces in marketing. Live motorcycle is a new
product so it faces problems in the initial stage (Grant, 2016). For this purpose, the company
needs to do the proper market research and divide the customers into proper segments. By the
process of customer segmentation, the company reduces the problems occurred in the marketing
perspectives. Harley Davidson uses the psychographic segmentation for analyzing the changing
needs of consumers as the Live motor cycle product is new so it requires the changes as per the
consumers (Lee, et al., 2015). The segmentation is one of the important processes that manage
the overall marketing process of the Live motor cycle.
Competitive analysis

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For the competitive analysis of the Harley Davidson, it is important to do the SWOT analysis of
the company that gives a brief description regarding the strength, weaknesses, opportunities ad
threats of the organization. SWOT analysis of Harley Davidson is discussed below-
Strengths
 The main strength of Harley Davidson
is that it has a strong brand image.
 The company has a durable base for
faithful customers (Achchab and
Ahdil, 2015).
 The company knows about traditional
motorcycle manufacture.
Weakness
 The weakness of Harley Davidson is
that it has a narrow product mix.
 Another weakness is that it has a
limited supply chain that affects the
overall consumers in the market.
 The weakness of the company is that it
has an incomplete marketplace reach
that affects sales.
Opportunities
 The main opportunity of Harley
Davidson is that it expands the
business globally.
 The other opportunity is that it has
product diversification.
 The other main opportunity is that its
alliances with a complementary
business.
Threats
 One of the major threats faced by
Harley Davidson is aggressive
competition.
 The other threat relates to the
increasing preference for electric
vehicles.
 The other major threat relates to the
limitation.
Value Proposition
Customer belief is also included in the value proposition. This aspect is used in the entire
organization and manages customer accounts (Agnihotri, 2013). The organization needs to
improve the product to regain the market and to increase the sales of the Live Motorcycle. The
team management strategies are also involved in the value proposition. The value proposition of
the livewire motorcycle needs to improve the features of the bike so that proper value can be

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delivered to the customers and gain the proper customer attraction (Glynn, 2012). By improving
the total quality of the product, the customers get satisfied and improve the overall sales of the
business. For maintaining the proper proposition, the organization needs to involve the
employees properly.
Stake a position
The position is too effective and important for the organization. This can help the company to
identify the areas where competition is vulnerable. The vulnerable areas need to be focused so
that Harley Davidson improves the overall opportunities in the market. The decision needs to be
made for deciding the overall position of the company. This improves several opportunities for
the business (Baroto, et al., 2012). By stake a position, Live wire motorcycle increases its sales
and improves the overall productivity of the organization. The competition can be easily
managed by this aspect and this is one of the major threats faced by every organization.
Decision-taking is one of the important parts of the organization and this helps to determine the
better decisions of the organization.
Select the mindshare
The company needs to manage its mindshare for analyzing the needs of the consumers. He
company needs to review the components of the market to evaluate the overall position of the
future. The proper research and analysis included in this process of selecting the mindshare.
After developing competitive positioning, Harley Davidson develops a brand strategy to
communicate the positioning process and ad it gives the value of time in the market and
improves overall customer satisfaction. This positioning process is responsible for the building
blocks of the business. The brand strategy is too effective in the overall process of the
competitive positioning and this helps in managing the competition in the overall organization.
Competitive positioning maintains operational excellence, product leadership, and customer
intimacy.
Recommending the company to either dismiss or endure with this product launch
It was recommended that the company Harley Davidson should continue with this product
launch as it has certain benefits in the future. In the future, the prices of the oil and fuel in the

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market has going to be increased so at that time the demand for motorcycles which is the electric
vehicle will be enhanced (Das and Ara, 2014). Although the demand for the electric vehicle will
be convenient rather than the fuel to maintain as bikes can be charged at the home but for the
fuel, the biker has to take the bikes at the petrol pumps.
Harley Davidson should launch the new product of the Livewire motorcycle as it helps in leading
the company to the larger growth. By introducing the new product the company will get increase
its revenues and will earn more profitability. The market share of the company also gets
enhanced by launching the new product as the people like to invest in those companies who
product the innovation in the product (Nasution, et al., 2014). The investors are also investing in
the company as they will get good returns as the concept of this product is new. The demand for
electric bikes in the future will increase as the oil and the fuels in the future will be declined. It
was recommended that the company should continue this product as it will help the company to
enhance its profit and attracting more customers.
The youth is attracted to the innovation so by launching this product the major targeted
customers can be grabbed (Bonnemaizon, et al., 2017). The features of this product are also very
unique so by launching this product the company has the opportunity to increase its market
share. This product is also very sustainable to the environment so it should be launched to
making the environment more positive.
Conclusion
From the above report, it is evaluated that the product Livewire motorcycle should be launched
in the market as this product has certain benefits in the future so the company Harley Davidson
will attain the profit by launching this product. In this report, the market targeted for this product
is the age group of the 25-40 years as these people are assonating towards riding the bikes and
have craze to ride the new bikes. The targeted customers are also those who have the normal or
the higher income group as these people can easily afford this product. In the future, the prices of
the oil and fuel in the market has going to be increased so at that time the demand for the
motorcycles which is the electric vehicle will be enhanced so the company should continue to
launch this product. The competitive strategy of the company is explained through marketing
positioning and customer profile.

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References
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