Harley Davidson Marketing Plan
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
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
References: Harley-davidson releases financial results. (2012). Professional Services Close - Up, , n/a. Retrieved from http://search.proquest.com/docview/917965573?accountid=12142