Case study 2- Harley Davidson
Instructions:
Read the attached case on Harley Davidson.
•Answer the following questions based on the case information provided only.
•Cite case facts and data in answering each question.
•Apply marketing concepts where appropriate.1.Explain in one paragraph a synopsis of this case. [1 paragraph]
2.Compare the market share and awareness of Harley Davison to its main competitors from the information provided in the case. [2-3 paragraphs]
3.Describe the marketing tactics that Harley-Davison used to build relevance with young adults. [2-3 paragraphs]
4.How did Harley solve the problem of acquiring Outreach and Young Adult segments of customers without weakening its success with its core customers? [2-3 paragraphs]
Solution
Case study 2- Harley Davidson
.Harley-Davidson Motor Company was established in the year 1903. The company has since been a leading brand in manufacturing motorcycles. The aim of company was produce motorcycles for leisure and sport racing among other services. Harley-Davidson faced competition in the 1960s from Japan, which produced cheaper and lighter motorbikes. Between 2007 and 2008, the company experienced a drop in the sales and revenue as a result of the harsh economic times.
2. The main customers that Harley – Davidson sold their motorbikes were the baby boomers who are aging thus the company requires to find a different way to attract other consumers of their products. As a result of the competition that was offered by the influx of cheaper and lighter motorbikes from Japan, the company share in the market significantly reduced by a very large margin. In addition, the change in economic conditions, the purchasing power of their core customers reduced and changed their need towards the Harley-Davidson products. Thus the competitors of Harley-Davidson had realized the change in the market as opposed to the company.
3. Among the tactics that Harvey-Davidson has to consider is the investment in Research and Development (R&D). This will include the products in terms of reducing the cost of production as well as a strategy to consider the consumer pattern across the world. The company should also consider repositioning its brand in the market.
4. Harley-Davidson through its strategy of research and development and repositioning its brand in the market, the company has been able to solve the problem of acquiring Outreach and Young Adult segment of customers without weakening its success with its main customers.
References
Kumavat, P. (2012). A Book Review On Principles Of Marketing Management 14Th Edition By Philip Kotler And Gary Armstrong. International Journal Of Scientific Research, 1(4), 83-85. http://dx.doi.org/10.15373/22778179/sep2012/29
