Harley Davidson Marketing Plan

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Table of Contents
I. Executive Summary (Nakiya)
II. Situation Analysis
A. Market Summary (Liana)
i. Market Trends
ii. Market Growth
B. SWOT Analysis (Nakiya)
i. Strengths
ii. Weaknesses
iii. Opportunities
iv. Threats
C. Competitive Analysis (Scott)
D. Product Offering (Scott)
III. Marketing Strategy
A. Mission Statement (Liana)
B. Marketing Objectives (Liana)
C. Target Markets (Liana)
D. Positioning Statement (Liana)
E. Financial Objectives (Scott)
F. Marketing Mix
i. Product or Service Mix (Scott)
ii. Price (Scott)
iii. Promotion (Scott, Nakiya, Liana)
iv. Distribution (Liana)
IV. Financials (Scott)
A. Break-even Analysis
B. Net Marketing Contribution and Profitability
V. Implementation (Nakiya)
VI. Appendices and Supporting Information

I. EXECUTIVE SUMMARY
The Harley-Davison motorcycle has been an American icon since the early 1900’s. They are known for producing high quality motorcycles and associated products; the company is renown for its customization of motorcycles. Distribution of Harley-Davidson motorcycles is accomplished through privately owned dealerships around the world. In addition, Harley-Davidson is also well known for their strong customer loyalty. This loyalty is shown through its various groups and organizations such as the Harley Owners Group (H.O.G.) in which they offer their members a variety of benefits. Some of the benefits include their H.O.G. mileage program, motorcycle events, museum events, H.O.G. magazine, Road Side Assistance and so much more. The Harley-Davidson motor company prides itself on providing the highest level of customer service to their customers in hopes of making them customers for life. The company is able to accomplish this by building strong relationships and providing an array of services to their new and long-term customers. These services include financing, factory tours, classes on how to ride a motorcycle, rentals, etc. The main issue Harley Davidson is facing is the fact that their core customer base is averaged at 42 years old and getting older. If Harley-Davidson intends on increasing its profits and maintaining a considerable market share, then they need to attract younger buyers. This is why our business proposal will specifically target young men and women between the ages of 18-35 through Harley Davidson’s Sportster motorcycles. By targeting a younger audience, we are hoping to expand Harley-Davidson’s customer base and make these targeted young men and women “Customers for Life”. We will focus on the Sportster line to accomplish this goal because young people are attracted to cool and fun things. This is exactly what Harley-Davidson’s Sportster portrays. Additionally, we would also like to increase Harley-Davidson’s Sportster motorcycles yearly production by 10,000 units and increase our market share by 3%. The time frame for our business proposal is four years to facilitate a gradual increase in production, implement our scholarship programs within universities, develop national advertising campaigns, and will allow for the progression of our target consumer to be able to enter the motorcycle market.

II. SITUATION ANALYSIS
MARKET SUMMARY:
Harley-Davidson Company operates in the Motorcycle and Parts Manufacturing industry. The products and services provided in this industry wildly differ across companies. Some companies operate exclusively as motorcycle manufacturers, while others produce motorcycle parts and accessories. As such, the products sold by this industry depend on the type of firm. The main feature of the industry is that it is highly influenced by the prosperity of US consumers. The industry is at its strongest when its customers have higher disposable incomes and confidence about the future. Over the next five years, the industry is anticipated to reorganize its efforts to attract different customer segments (younger buyers...
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