Harley Davidson Marketing Case Study

Consider an organization of interest to you. This might be a church, a club, a service

Marketing Concept The marketing concept can be defined as the idea that an organization should strive to satisfy the needs of customers, while also trying to achieve the organization’s goals.1 The marketing concept is about matching a company 's capabilities with customer wants. This matching process takes place in what is called the marketing environment. Businesses have to take into account their competitors, as well as changes in the political, economic, social and technological environment. The before mentioned factors must be taken into account as an organization tries to match its capabilities with the needs and wants of its target customers. An organization that adopts the

| Societal marketing orientation is the idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve individuals’ and society’s long-term best interests.

A marketing concept is a vital philosophy that producers follow to ensure customer satisfaction from the consumption of their products. The production and the sales concept were the initial philosophies that manufacturers used. They changed to the marketing concept after the customer became the determinant factor in sales. The marketing concept can be used to ensure that the marketers’ products attain sufficient

2.More resources should be spent on the Posse Rides to meet the rising expectations of participants.

As pointed out in the video, Harley Davidson is fully committed to fostering and growing the women motorcyclist market. Women today represent a large sector of the workforce, enjoy higher incomes than 20 years ago, and possess more disposable income. Furthermore, women are much more empowered than ever before and are encouraged to exercise their freedom of expression and individualism.

Harley Davidson brings a commitment of exceptional customer experiences to everything that they do from the innovation of their products, to the precision of their manufacturing, culminating with their strong supplier and dealer network (http://www.harley-davidson.com/content/h-d/en_US/company.html). Harley Davidson knows there is a strong future for their traditional products. An electric Harley-Davidson motorcycle is one of the ways they are exploring how to grow the diverse family of Harley-Davidson riders, while helping preserve and renew the freedom to ride in their long term approach to sustainability.

This is another common business orientation. It holds that consumers and businesses, if left alone, will ordinarily not buy enough of the selling company’s products.  The organization must, therefore, undertake an aggressive selling and promotion effort.  This concept assumes that consumers typically show buying inertia or resistance and must be coaxed into buying.  It also assumes that the company has a whole battery of effective selling and promotional tools to stimulate more buying. Most firms practice the selling concept when they have overcapacity.  Their aim is to sell what they make rather than make what the market wants.

Harley Davidson’s customer base is composed primarily of children from the baby boom era. As they became of age, they took the brand and made it one of the most powerful motorcycle brands in the world. Now those customers are getting older and this is having a great effect on the sales of Harley Davidson Motorcycles. Also, in 2008, we had a global economic recession. This greatly affected the sales of Harley Davidson because people were not able to spend money on luxury products such as motorcycles. The retail price of an average motorcycle produced by them was around $19,000, well out of range for the average consumer looking to buy a motorcycle. This combined with their aging customer base led to a couple of years of declining worldwide

Harley Davidson is known as one of the main motorcycle manufacturers and sellers in the United States. The company had good business and great market share in the early 1960s when it commanded a total of about 70% 0f the motorcycle market, before the invasion or the intrusion of a small Japanese firm that manufactured lighter motorcycles, known as the Honda. The case study as identifies that Harley Davidson assumed the invasion by the Japanese firm and instead of tackling the competition, it waited for a long time which resulted in the company losing its command in the motorcycle market in the United States. Lack of action by the management of Harley Davidson resulted in the failure of the company

For an organization to beat the competition, they need to understand what the consumer wants. Marketing concepts are based upon consideration on what the organization’s customers need and nourishing these needs better than the

After an investigation by the US International Trade Commission, in 1983 President Reagan imposed a 45% tariff on imported bikes and bikes over 700 cc engine capacity. The new management deliberately exploited the past appeal of their big machines, building motorcycles that purposely adopted the look and feel of their earlier models. Quality increased, technical improvements were made, and buyers returned. Harley-Davidson once again became the sales leader in the heavyweight (over 750 cc) market.

Milwaukee is where it all started for Harley Davidson. In 1903, William Harley Walter and Arthur Davidson created the first of millions Harley Davidson. It was one of the two major motorcycles that were able to survive the great depression. Since 1977, the only motorcycles sold to the public under the Harley-Davidson brand have been heavyweight motorcycles, with engine displacements greater than 700 cc, designed for cruising on highways. It is one of the most well known brands in the world of motorcycles and otherwise as well. Harley-Davidson maintains an enormous brand community, which keeps active through clubs, events, and a museum. The worth of Harley Davidson brand and its logo was somewhere around $40 million which was 0.8% of the

In year 1901, Harley-Davidson Motorcycle Company was established by William Harley and Walter, William, and Arthur Davidson, who built their first motorcycle in the Davidson family’s backyard in Milwaukee, Wisconsin. Two years later, they success

Societal marketing is important in consumer behavior and marketing for a number of reasons. In a competitive environment, companies attempt to create value for the consumers better than their competitors. They want to make sure that the consumers acquire their brand and receive better value relative to the brand’s