Business Management Essay

On approaching this module I expect to broaden my understanding of strategic marketing and that is exactly what I did, with research and extensive reading I was further educated on the history of marketing, why marketing is essential for businesses, ways to apply different type of marketing strategies. My expectation of strategic marketing was advertising and external customer attraction base on supply and demand, however, I learned that internal marketing is equally as important as external marketing. I also found out that customer voice does drive the decision company marketing team makes base on customer demand thus solidifying the fact that customers are always right and the organization exists because of customers. I also expect to learn

Since that time Harley-Davidson has learned many lessons on how to operate a business. We are focused on providing our customers with not just a quality product, but also an overall experience. Our mission statement is as follows:

The most effective marketing tool is the network of people that ride. However they have opened there marketing up to expand the overall profits of the company with merchandise to advertise the American made motorcycle by selling apparel for all Harley enthusiasts, like shirts, hats, boots, bumper stickers, dinner ware, and more. In addition to the swag merchandise they have a complete line of motorcycle parts and bike accessories. For Harley-Davidson's marketing objectives to be successful the company has to implement the four elements of a marketing mix product, pricing, promotion, and distribution.

After near extinction Harley-Davidson has become one of the premier motorcycle manufacturers and distributors in the world. A primary driver in this success has been their attention to building the Harley-Davidson brand with attention to customer loyalty, specifically with the creation of a brand community of customers – the Harley Owners Group (HOG). Through HOG they have been able to connect with customers at the grass-roots level. Their sponsorship of regional and national HOG events has provided them with one-on-one access to their customers, resulting in strong, favorable, and unique associations for the Harley-Davidson brand.

From humble beginnings in 1901 to current day, Harley-Davidson strives to build and provide not only a mode of transportation but also a lifestyle. According to Harley-Davidson (2001-2011), the company mission reads “We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders” (Company, para. 2). The company always has not experienced the success they are realizing today and no one knows what challenges tomorrow can bring. Harley-Davidson is committed to providing the best customer service in every department.

This case study shows too that Harley’s customers are not the “metal bikers” customers who used to be in the past. Indeed, Harley-Davidson attracts now more profession such as lawyers or doctors about 45 years with a medium income level. And, according to customers, buying a Harley-Davidson, it is like a dream and the possibility to be a part of the myth. The dream is about to escape the bored life riding a Harley-Davidson which is relaxing.

Harley Davidson Inc. is an American motorcycle manufacturer. Harley Davidson specializes in the sales of heavyweight motorcycles that are designed for cruising on highways. Harleys have a distinct design and exhaust sound that have appealed to a mass market of customers all over the world. Harley Davidson has relied on a strong fan base for sales of their motorcycles and apparel. They currently offer five different models of motorcycle to try and appeal to all different types of consumers. Their specialty is the “chopper” type of motorcycle. Harley Davidson has gone through numerous battles over the years to try and protect its name and reputation.

Please discuss how marketing strategy fits within the larger framework of business strategy. Provide an example of a company (from any industry) that successfully integrates marketing strategy into its overall business strategy, mission and vision. Or, give an example of a company whose marketing strategy doesn’t fit well with its business strategy, mission and vision, and explain why this is so.

Recently Harley has decided to market the people that are the nonriding public. In an attempt to capture this market they have licensed their name with the production of t-shirts, jewelry, small leather goods, toys and other products. There are also two Harley-Davidson Café 's located in New York and Las Vegas. Another marketing effort is the Academy of Motorcycling, which is for people that do not know how to ride a motorcycle. This academy teaches these people how to ride, and teaches them about the different

The researcher will discuss on Harley-Davidson (HD) and its marketing mix concepts and recommendation for improvement to market the USA brand in Malaysia. As the leader in manufacturing heavyweight motorcycles above 750cc capacity, HD has a role to play to promote the hobby of bikers worldwide and further

It is very important for every business to have a marketing strategy. It’s the important tool to attract customers to buy yours product or service. The main aim of marketing strategy is to be sure that your relationship with your customers is strong and long-term, you’ll make a profit on this relationship and, of course, that your product meet the need of customers. Marketing strategy of the company should be flexible, in order to be persistent to the changes in demand of people. [1]

Harley is a globally recognised brand firmly associated with large motorbikes with a historic emphasis on style, individuality and freedom rather than on technology, speed or sports. From a segmentation view they belong in the heavyweight motorcycle market and are particularly strong within a sub-segment of super heavyweight. Their bikes are strongest in the Cruiser motorcycle segment, feature in the Touring bikes segment (focus on their style and image) and through acquisition of Buell, now have a presence in the Performance models segment. The Harley-Davidson image and the customer loyalty earned and sustained by the unique ‘Harley Experience ' are its greatest assets.

Who doesn’t know Harley Davidson? It is a popular American motorcycle manufacturer. Also known as H-D or Harley founded in 1903 by William Harley and Walter, William, and Arthur Davidson, who built their first three motorcycles in a shed in Milwaukee. Harley sells heavyweight which is over 750 cc motorcycles designed for traveling on highways.  It was one

The development of marketing strategy first begins with what type of product or services the

In strategic marketing planning, operations and management teams focus on coming up with and implementing practical marketing strategies that can assure a steady flow of business for the organization. In order to do this, these teams determine the primary objectives of the organization and what methods / resources are necessary to put to action to achieve these objectives. A key part of strategic planning in marketing is finding attractive opportunities. The four basic alternatives are seen in the following bullets including a brief description / examples of each one in the sub-bullet.