Marketing Strategies of Harley-Davidson

            
 
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : MKTG174 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Mix, Branding, Advertising
Case Length : 19 Pages
Period : 1995-2007
Pub Date : 2007
Teaching Note : Not Available
Organization : Harley-Davidson
Industry : Automobile - Motorcycle
Countries : US

Abstract:

The case discusses the marketing strategies of the US-based motorcycle manufacturer Harley-Davidson Motor Company (H-D). It details the marketing mix elements of H-D including product, price, distribution and promotion strategies of the company.

Notwithstanding the success of H-D's marketing strategies, some critics were of the opinion that H-D was not focusing on its core competency, i.e. motorcycles, and said that by putting its logo on several products, the company was diluting its brand. Analysts also criticized H-D's dealers, saying they still had a long way to go in maintaining good relationships with the company's customers.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Issues:

Understand the various marketing mix elements of H-D

Critically analyze H-D's move to license several of its products and whether this will lead to its brand dilution or not

Appreciate the importance of channel partners in maintaining good relationship with the customers

Contents:

  Page No.
Introduction 1
Background Note 2
The Problems 3
The Marketing Mix 4
The Road Ahead 9
Exhibits 11

Keywords:

Harley-Davidson Motor Company, Marketing Mix, Product, Heavy-Weight Motorcycles, Pricing, Distribution, Dealership Evaluation Norms, Promotion, Advertising Strategy, Brand Image, Brand Dilution, Customer Relationship Management, Marketing Philosophy, Demographic Profile

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