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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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

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