Harley Davidson Analysis

Topics: Sales, Motorcycle, Harley-Davidson Pages: 4 (1384 words) Published: April 16, 2006
ree "Harley Davidson Analysis" Essay

Below is a free essay on "Harley Davidson Analysis" from Anti Essays, your source for online free essays, free research papers, and free term papers. Anti Essays also has a database of thousands of other free essays, free research papers, and free college essays. You can search for more free essays from Anti Essays using the search box above.

Harley Davidson Analysis

We think it would be interesting to quote first Harley-Davidson's mission, in order to get a first approach of what is the purpose of the company from their point of view. The mission talks first about dreams, rather than motorcycles, which is what the public has in mind. This mission says:

"We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments."

We are going to see how their promotional strategy keeps the track of their mission statement, and how they try always to fulfill those dreams.

Harley-Davidson uses advertising and personnel selling for their promotional mix. The advertising that Harley-Davidson utilizes nationally are four to five television commercials a year. These commercials are institutional because they are advertising the company and not a specific product. They also have institutional advertisements in national magazines such as Road & Track, Popular Science, and Fortune as well as specific motorcycle magazines as Easy Rider. Locally, individual Harley-Davidson dealers advertise on the radio and through direct mail. Harley-Davidson uses personnel through their 595 dealerships located throughout the United States. A customer has to go to a dealership in order to purchase a motorcycle. While they are there they are attended to by sales people that answer any questions they have and help them pick out the motorcycle they want.

Harley-Davidson institutes a pull strategy...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Harley Davidson Case Essay
  • Essay about Harley Davidson Case Study
  • Harley Davidson Essay
  • Harley Davidson: Sustaining a Competitive Position in the Market Essay
  • Harley Davidson's Customer-Centered Supply Chain Essay
  • Harley Davidson Motorcycle Company Essay
  • Harley Davidson Case Study Essay
  • harley davidson case study Essay

Become a StudyMode Member

Sign Up - It's Free