With it's new marketing approach Harley Davidson will soley focus on it's consumer's behavior and feedback to decide it's driving force behind a successful marketing approach/
Thursday, October 4, 2012
Harley Davidson Consumer Decision Making
Harley Davidson prides itself on the attention and feedback it takes from its consumers. Recently switching it's whole marketing scheme to a method known as "Crowdsourcing" which solely relies on customer feedback to decide its direction of marketing.
The subculture that exists with Harley Davidson owners is a strong influence in the company's decision making, since HD's largest clientele is it's loyal riders the main focus is on ways they can improve their bikes. Expand to appeal their exisiting riders,but as those baby boomer era riders start retiring their bike riding targeting the up and coming riders that grew up watching their older family members on a Harley Davidson.
With it's new marketing approach Harley Davidson will soley focus on it's consumer's behavior and feedback to decide it's driving force behind a successful marketing approach/
With it's new marketing approach Harley Davidson will soley focus on it's consumer's behavior and feedback to decide it's driving force behind a successful marketing approach/
Harley Davidson Global Vision
Harley-Davidson has long been a staple of the American culture. For the past 109 years it has concentrated its market and sales pitch to the American consumer. Relying on its loyal riders to bring in the high revenue and keep the Harley Davidson legacy going.
Now with economic times changing Harley-Davidson took the descison in 2011 to start its global expansion and bring more of HD to the rest of the world. Looking for more efficient manufacturing costs after seeing declining sales due to unemployment and a bad economy. Also, not ignoring the fact the even though sales slumped in the U.S they had an 11% international sales increase with 38 dealerships in the U.K. With this move to grow the company internationally Harley Davidson hopes to increase revenue and clip costs of manufacturing.
Sunday, September 23, 2012
The Marketing Environment
Harley-Davidson has been able to dominate it's marketing environment by placing high value on its customer's feedback and economic status. Taking this as well as the external marketing environment with high importance has kept Harley-Davidson relevant and a strong force in the motorcycle industry.
Harley-Davidson's single-agency marketing proved to be effective for the thriving company up to last year, when they made the conscious decision to take different route and switch to the crowd-sourcing approach. With changing economic times and demographics they felt it was crucial for the company's success. They took into consideration the economy and what their current buyers were purchasing in order to effectively choose the best way to market what is an "expensive" product and make it feasible to those that don't own a Harley-Davidson. Taking these three factor's into consideration when choosing it's pricing :the used motorcycle market, lower priced motorcycles, and Harley-Davidson's lack to keep up with demand.
Harley-Davidson's marketing mix consists of people who enjoy to ride motorcycles and the lifestyle that accompanies that. There is also the people who don't ride motorcycles but enjoy wearing the gear and Harley-Davidson logo which brings in revenue for the company in high volume like their bikes do. Harley-Davidson also created the V-Rod muscle motorcycle to appeal to its younger market, a single model to compete with Japanese and American muscle bikes. This has proved to be effective targeting the young generation even using a Victoria's Secret model for the ad campaign.
Harley-Davidson's marketing when it come's to distribution is stated clearly on its website "Harley-Davidson's dealer's are the company's life-line to our customers, with a wide variety of product offerings, dealer's provide knowledge, service, and information to riders out on the road."
Harley-Davidson's single-agency marketing proved to be effective for the thriving company up to last year, when they made the conscious decision to take different route and switch to the crowd-sourcing approach. With changing economic times and demographics they felt it was crucial for the company's success. They took into consideration the economy and what their current buyers were purchasing in order to effectively choose the best way to market what is an "expensive" product and make it feasible to those that don't own a Harley-Davidson. Taking these three factor's into consideration when choosing it's pricing :the used motorcycle market, lower priced motorcycles, and Harley-Davidson's lack to keep up with demand.
Harley-Davidson's marketing mix consists of people who enjoy to ride motorcycles and the lifestyle that accompanies that. There is also the people who don't ride motorcycles but enjoy wearing the gear and Harley-Davidson logo which brings in revenue for the company in high volume like their bikes do. Harley-Davidson also created the V-Rod muscle motorcycle to appeal to its younger market, a single model to compete with Japanese and American muscle bikes. This has proved to be effective targeting the young generation even using a Victoria's Secret model for the ad campaign.
Harley-Davidson's marketing when it come's to distribution is stated clearly on its website "Harley-Davidson's dealer's are the company's life-line to our customers, with a wide variety of product offerings, dealer's provide knowledge, service, and information to riders out on the road."
Tuesday, September 18, 2012
Ethics and Social Responsibility
Harley-Davidson has taken great stride to create an ethical business and follows a clear code of business conduct. This allows the company to focus on expanding the business but in a responsible manner that allows its customer to feel comfortable with the product they are purchasing.
Harley-Davidson's code of business conduct consists of these major points:
Tell the Truth; Be Fair; Keep Your Promises; Respect the Individual; and Encourage Intellectual Curiosity.
These five everyday principles Harley-Davidson follows has helped propel the business in a responsible way that not only benefits the customer but also the employees, encouraging them to represent themselves and the company proudly and in socially responsible way.
Harley-Davidson also takes great pride in getting involved in social issues establishing The Harley-Davidson Foundation . The foundation's mission quoted from their website "To meet the basic needs of the communities where we work, improve the lives of our stakeholders and encourage social responsibility. We pursue partnerships with charitable organizations that help us invest in education, health and the environment.". Some of the large organizations they currently fund are YMCA, Big Brothers Big Sisters Foundation, Disabled American Veterans. Reaching out to the community gives Harley-Davidson the opportunity to do good, but at the same time attract a broader market of potential buyers that would prefer to purchase from a socially responsible company.
Harley-Davidson's code of business conduct consists of these major points:
Tell the Truth; Be Fair; Keep Your Promises; Respect the Individual; and Encourage Intellectual Curiosity.
These five everyday principles Harley-Davidson follows has helped propel the business in a responsible way that not only benefits the customer but also the employees, encouraging them to represent themselves and the company proudly and in socially responsible way.
Harley-Davidson also takes great pride in getting involved in social issues establishing The Harley-Davidson Foundation . The foundation's mission quoted from their website "To meet the basic needs of the communities where we work, improve the lives of our stakeholders and encourage social responsibility. We pursue partnerships with charitable organizations that help us invest in education, health and the environment.". Some of the large organizations they currently fund are YMCA, Big Brothers Big Sisters Foundation, Disabled American Veterans. Reaching out to the community gives Harley-Davidson the opportunity to do good, but at the same time attract a broader market of potential buyers that would prefer to purchase from a socially responsible company.
Sunday, September 9, 2012
Harley Davidson Strategic Planning for Competitive Advantage
Harley-Davidson's take on strategic planning for competitive advantage has helped the company increase its global market alongside it's already expanding U.S market increasing revenue and popularity overseas. Focusing on its brand loyalist's alongside it's one of a kind Harley-Davidson experience.
Harley-Davidson has recently turned to what most would consider an unconventional marketing plan known as " crowdsourcing", which includes outsourcing marketing tasks to a group of undefined respondents versus an employee or corporation. Thus relying on its own customers to handle the marketing. Harley-Davidson has reached out to Victor & Spoils a Colorado based agency whose focus is crowdsourcing. Through this partnership Harley Davidson who up to now relied on single agency-based marketing will gather ideas from thousands of it's brand followers, who will ultimately decide its marketing direction. A step they are hoping will give them competitive advantage and continuous growth.
Through the years Harley-Davidson has retained its popularity and cult status primarily because of its loyal clientele base. Now with its core base of supporters known as the "baby boomers" reaching retirement age, Harley Davidson's sustainable competitive advantage has to shift in order to draw in more clients.Still focusing on its main principles being product integrity and brand,such as the quality of the Harley Davidson bike and the Harley Davidson Experience. If these two factors continue to be the forefront of the companies marketing and Harley Davidson keeps a continuous follow up on their marketing plan their strategic planning will always be effective.
Harley-Davidson has recently turned to what most would consider an unconventional marketing plan known as " crowdsourcing", which includes outsourcing marketing tasks to a group of undefined respondents versus an employee or corporation. Thus relying on its own customers to handle the marketing. Harley-Davidson has reached out to Victor & Spoils a Colorado based agency whose focus is crowdsourcing. Through this partnership Harley Davidson who up to now relied on single agency-based marketing will gather ideas from thousands of it's brand followers, who will ultimately decide its marketing direction. A step they are hoping will give them competitive advantage and continuous growth.
Through the years Harley-Davidson has retained its popularity and cult status primarily because of its loyal clientele base. Now with its core base of supporters known as the "baby boomers" reaching retirement age, Harley Davidson's sustainable competitive advantage has to shift in order to draw in more clients.Still focusing on its main principles being product integrity and brand,such as the quality of the Harley Davidson bike and the Harley Davidson Experience. If these two factors continue to be the forefront of the companies marketing and Harley Davidson keeps a continuous follow up on their marketing plan their strategic planning will always be effective.
Monday, September 3, 2012
Harley-Davidson History and Mission Statement
Brief History:
Harley-Davidson is the oldest and most well know American motorcycle manufacturer. With a loyal client base and distinct look that has made their motorcycles reach cult status.
Harley Davidson started in a small shed of the Davidson family backyard in 1903. William D.,Arthur,Walter and William S. Harley came together and built their first pedal bike with limited tools but an amazing vision. By 1905 full engined motorcycles were in production but on a limited basis and the first Harley-Davidson factory was built. The small factory produced about 50 motorcycles a year and in 1907 that number increased to 150. Once 1920 rolled around Harley-Davidson was the largest motorcycle manufacturer in the world with distribution in 67 countries and production of over 28,000 motorcycles a year. Over the following decades Harley-Davidson would persevere through the great depression, WWI and WII being only one of the two bicycle manufacturers to survive. As the decades progressed Harley-Davidson managed to keep with the current times making newer models but keeping their classic touch.
With over 100 years in business and a company value at $5.3 billion Harley-Davidson has withstood the test of time. Proving that a loyal client base,signature look and good marketing skills keeps a company thriving through any adversity.
Mission Statement:
We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.
Harley-Davidson is the oldest and most well know American motorcycle manufacturer. With a loyal client base and distinct look that has made their motorcycles reach cult status.
Harley Davidson started in a small shed of the Davidson family backyard in 1903. William D.,Arthur,Walter and William S. Harley came together and built their first pedal bike with limited tools but an amazing vision. By 1905 full engined motorcycles were in production but on a limited basis and the first Harley-Davidson factory was built. The small factory produced about 50 motorcycles a year and in 1907 that number increased to 150. Once 1920 rolled around Harley-Davidson was the largest motorcycle manufacturer in the world with distribution in 67 countries and production of over 28,000 motorcycles a year. Over the following decades Harley-Davidson would persevere through the great depression, WWI and WII being only one of the two bicycle manufacturers to survive. As the decades progressed Harley-Davidson managed to keep with the current times making newer models but keeping their classic touch.
With over 100 years in business and a company value at $5.3 billion Harley-Davidson has withstood the test of time. Proving that a loyal client base,signature look and good marketing skills keeps a company thriving through any adversity.
Mission Statement:
We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.
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