The purpose for this report is the microeconomic observation of Harley-Davidson Inc. , a manufacturer of heavyweight motorcycles used for recreation, military, and law enforcement. They are publicly traded and employee owned satisfying both international and domestic markets targeting all men and women of all ages. Then they have Buell Motorcycle Company that produces American sport bikes and performance street motorcycles. Finally to help support the consumer Harley-Davidson Financial Services offers a variety of financing options with competitive loan rates and terms for qualified customers.
Harley-Davidson has come a long way since the start in 1903 in a small10 x 15-foot wooden shed with the words “Harley-Davidson Motor Company” crudely scrawled on the door. William S. Harley and Arthur Davidson make available to the public the first production Harley-Davidson® motorcycle. They have been selling stock in the company since they incorporated in September of 1907 which was four years after their first bike was produced as a racer. Harley-Davidson Motor Company (HDMC) is one of the world leaders in the production, marketing and servicing of motorcycles in the US and throughout the world.
The company manufactures a range of motorcycles and has established a network of dealerships in the US and overseas and they have grown into a parenting company of Harley-Davidson Motor Company, Buell Motorcycle Company, and Harley-Davidson Financial Services. This company has a great advantage over most other motorcycle manufactures because of the company brand name and the over 100 years of products and services. The most effective marketing tool is the network of people that ride.
The Research paper on Harley Davidson Case Study 3
1. Introduction Established in 1903, The Harley-Davidson Motorcycle Company has travelled a somewhat rocky road to ... Perhaps Harley-Davidson felt that an aging target market would move from motorcycles to motor homes. 2.6 Harley-Davidson’s International Markets Harley-Davidson’s ... in the market with a unique product, or service features, which persuades customers that it is superior ...
However they have opened there marketing up to expand the overall profits of the company with merchandise to advertise the American made motorcycle by selling apparel for all Harley enthusiasts, like shirts, hats, boots, bumper stickers, dinner ware, and more. In addition to the swag merchandise they have a complete line of motorcycle parts and bike accessories. For Harley-Davidson’s marketing objectives to be successful the company has to implement the four elements of a marketing mix product, pricing, promotion, and distribution.
Their product strategies are decisions that assist Harley Davidson to continue developing new products based on the signature American icon image and stay in the market as such. When it comes to the pricing strategies Harley Davidson needs to keep in mind the low-end target method and implement a pricing based on that decision. This company’s promotional strategies are word of mouth, commercials, apparel, but the most is the brand name image of a true American made machine.
Their distribution strategy is in their creed “Harley-Davidson’s dealer’s are the company’s life-line to our customers, with a wide variety of product offerings, dealer’s provide knowledge, service, and information to riders out on the road. ” Supply and demand is perhaps one of the most fundamental concepts of economics and it is the backbone of a market economy. Harley Davidson has been on a rollercoaster of supply and demand. For the past 25 years this American company has had a long strange trip.
