Harley Davidson : The United States

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Harley-Davidson is a manufacturer of motorcycles based in Milwaukee, Wisconsin in the United States; the company has a wealth of rich history coupled with cultural tradition. The company has just celebrated its 110th Anniversary with a variety of events worldwide; the events of the epic celebration spanned across eleven countries on 6 continents. The Harley-Davidson motorcycle has gained the status of an icon in America, which has no match to foreign competitors, despite their long periods of trying. Also, Harley-Davidson is stable in the financial sector; the company has continued to improve on the performance of its operations, regardless of the prevailing economic situation. It rose from bankruptcy to become one of America’s most…show more content…
Harley-Davidson’s Differentiation Strategy A focused (differentiation) strategy, according to Michael Porter (2008), targets a particular market segment or market segments with distinct features of their products or services; at that, it persuades customers of its superiority to what is offered by the competitors. HARLEY-DAVIDSON COMPANY 3 Specifically, Harley-Davidson opted to compete in only the heavyweight bike segment, or motorcycles whose sizes of engines are beyond 650cc. The target customers of Harley-Davidson are the “baby boomers” or the population born in or between 1946 and 1964 (Rybolt, 2009). In particular, the (target) customers are older males with income above average and do not necessarily have a penchant for motorcycling. Superior performance and speed were not considered to be primary determinants of buying behavior, but rather customized styling and brand heritage. The disadvantage was that for this strategy to be functional, Harley-Davidson had to be in a position to meet target customers’ needs fully, especially via (its) product offerings. This was not so with Harley-Davidson – the company’s deficiency in quality hindered it from achieving this; market share plummeted from 99% (during the early 1970s) to 30% (1981) (Rybolt, 2009). Harley-Davidson’s Marketing Strategies The demand for Harley-Davidson is in excess; the company utilizes customer surveys along with motorcycle rallies while conducting market research.
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