Harley-Davidson’s marketing strategies Harley-Davidson, Inc. has a long-standing culture of

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Harley-Davidson’s marketing strategies Harley-Davidson, Inc. has a long-standing culture of relationship nurturing with its customers – of association with its customers on personal levels. Owing to this, customers look at Harley-Davidson as not only a company, but as also a family to whom they owe their loyalty. Harley-Davidson is an example of a company which has a loyal (brand) following and its customers aid in future sales via marketing based on the consumer. The company has been doing business since 1903; according to its website, “Four young men experimented with internal combustion in a tiny wooden shed. Not only did the shed not burn, but the motorcycle they built went on to serve over 100,000 miles” (Harley Davidson, n.d., p.1).…show more content…
“To target the younger market with the new product line, the company has adopted the following marketing objectives: To expand its current market (market expansion), diversify its product line (product diversification), and modify its marketing mix to target a younger demographic” (Thompson, 2006). Harley-Davidson’s current marketing mix comprises of riders aged between 35 and 44. Purchase of a Harley-Davidson motorcycle is so out of extra income; it is optional as well as being discretional. The bike is taken to be a “luxury toy” in that its role is not utilitarian. Normally, it is not used for shuttling between the house and the workplace. The largest segment of customers is white males in their late 40s. The median yearly household income accruing to a Harley buyer is 84,000 US Dollars. By demographic characteristics, a Harley buyer is a Caucasian male (70%), a median income of 86,000 US Dollars and 47 years (median age) – it was at 37 over the last 2 decades. Harley-Davidson is making attempts at gaining a “new” mix of (motorcycle) riders. The company is targeting younger riders – following the V-Rod’s introduction. If they get a grip on this new mix, they will take over America’s motorcycle industry. Sponsorship of the HOG™ has been one among Harley-Davidson’s most innovative and creative strategies as it has facilitated the creation of its

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