Harley-Davidson Case Study According to Kotler and Armstrong (2010), to build long lasting customer relationship, a company must create superior customer value and satisfaction. Harley-Davidson must have found the correct formula for customer relationship because the brand is one of the strongest brands in the world and has continuously been successful for 108 years. What is the secret to Harley-Davidson’s success? For over a hundred years, the company has invested on its Harley-Davidson brand to exude a certain mystique that attracted over 900,000 loyal customers. The company has established the brand to represent quality, a lifestyle and a certain attitude. These things add to the value that Harley-Davidson brand represents. When one thinks of Harley-Davidson, one thinks of extraordinary motorcycles, luxury, courage, independence, freedom, and individualism. All of these and the promise of an adventure and the ride of a lifetime are just some of the qualities customers have come to expect from the Harley-Davidson brand. Judging by the number of Harley-Davidson owners, the brand met or even exceeded their customers’ expectations. The Harley-Davidson company believes and promotes consistency in their brand all over the world. The company knows who they are and what their brand stands for and do not let market trends sway them from what the Harley-Davidson brand represents. This consistency is another aspect that the customers have come to expect from the brand. The customers are rest assured that wherever they buy their Harley-Davidson, they will get the same value that they expect from the brand.
The company also makes use of the partner relationship management to build lifelong customer relationship. Harley-Davidson dealerships play an important role in bringing the Harley-Davidson experience to their customers. “These dealerships understand the importance of personalizing every customer interaction, from sales, service and customization to great
Bibliography: Kotler, P. & Armstrong, G. (2010). Principles of Marketing (13 ed.). Upper Saddle, NJ: Prentice Hall.
Harley-Davidson, Inc. (2010). 2009 Annual Report. Retrieved from http://www.harley-davidson.com/