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 |
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MKTG174 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemesMarketing Mix, Branding, Advertising |
| Case Length |
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19 Pages |
| Period |
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1995-2007 |
| Pub Date |
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2007 |
| Teaching Note |
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Not Available |
| Organization |
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Harley-Davidson |
| Industry |
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Automobile -
Motorcycle |
| Countries
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US |
Abstract:
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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.
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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:
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
Marketing Strategies of Harley-Davidson
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