Harley Davidson Case Analysis

racing shell abridgment 2 Harley-davidson MKT 201001 Long Island University Angel Pagan November 17, 2012 Case Analysis 2 Harley-Davidson This case focuses on the iconic wheel brand of Harley-Davidson. Harley-Davidson is an American push backcycle manufacturing comp either founded in Milwaukee, Wisconsin. Since Harley-Davidson was established in 1903, the manufacturer has experience its ups and down. It especially encounters struggles like any other automobile industry during frugal downturns. On the verge of bankruptcy around 1980, Harley-Davidson made a strike comeback.This comeback was mainly a result of Harley-Davidsons incorporation of guest services into its reapings, harvest-time variousiation through caliber and design as well as focusing production on a systematically blue level of lineament. Today, the companys one-year worldwide sales issue forth more than $4 billion worldwide and have an annual discloseput of 200,000 motorcycles along 35 varied models i n s still product lines. With these results it is safe to say that Harley-Davidson dominates the U. S. motorcycle commercialise and is in addition strong in Europe and Japan.Harley-Davidson does a very secure job at differentiating its product. In fact, product differentiation is the main component of Harley-Davidsons grocerying strategy. They demand to offer a motorcycle like no other motorcycle on the market at the eminentest quality. Harley-Davidson not only stresses its level of quality hardly its consistency of quality as well. Quality refers to the overall peculiarity of a product that al broken ins it to perform as expected in welcome customer needs. and then quality can be used to make out products because not all products satisfy the needs of the consumer.Harley-Davidson offers many different lines of motorcycles including special edition models as well as customization options. If the customer customizes the motorcycle accordingly they should be getting exactl y what they want at a high quality. Harley-Davidson emphasizes the consistency of quality as much as the level of quality because no matter how high the level of quality is, if it is not coherent then they depart lose customers. For example, if you go to a restaurant that serves nourishment the way you like it to be prep ared only half of the time, it is plausibly that you will no longer go there.Then word spreads to others and they are slight likely to go to that restaurant too. The same goes for Harley-Davidson. They want to ensure that every(prenominal) motorcycle has a high quality to keep the customers satisfied and incur forth even more customers. They in any case offer financing and policy which jocks differentiate them from competitors even more. Harley-Davidson believes that customer service is an important part of the product. They help differentiate their product by offering customers training, warrantees, guarantees, repairs and accessories.They want the custom ers to be at ease with the employees and have a positive buying experience. Some dealers even replete it a step further by offering a passengers Edge course. Since this course was offered at some dealerships, more than 150,000 community have graduated and earned a motorcycles license. This customer service contribution aims at the population of people who would like to buy a Harley-Davidson but do not know how to ride. They join these step-by-step courses with the employees and are on track to one day having their own Harley.They also offer a line of bicycles for women and teach women how to ride bikes, pick them up, and assist them with any teaching they need in the buying process. They even have founded the Harley Owens Group in order to instill a sense of community amongst riders. There are over 1 million members. They have access to certain benefits, chemical group rides, members only website, exclusive magazines, and a special customer service hotline. They even offer fre e tours at four of its factories, not to mention the museum.The Harley-Davidson museum is dictated in its headquarters in Milwaukee, Wisconsin. The museum features exhibits from the companys past products much(prenominal) as sample boats, bikes, snowmobiles and golf carts, to todays models. They also spotlight the companys latest technologies, and inner workings of its new product development process. This museum may play a role in influencing how customers descry the company and its products because they are able to see where the company has been, where they are, and where they want to be.It also gives the potential customers a chance to experience what it would be like to be a Harley-Davidson owner. They even offer a virtual ride bike so that people can almost get a world-class hand glance at what it is like to own a bike. Harley-Davidson has a very wide merchandising mix. They have bikes that attract people of different sizes, styles, age, and gender. They offer a very good bike at a price of $6,999 for beginners. They offer a line exclusively for women with smaller bikes and a wide variety of customizing products. They aim at creating a sense of personal identity and freedom for the riders.As a rider gets more experienced they can backup their bike in for a more advanced one if they see it is necessary. They also offer different styles of bikes for those who are experienced. They range from cruisers to choppers to sports bikes. In total there are seven product lines with 35 different models. Therefore the product depth is 7 and its length is 35. Below is a itemisation going into greater detail about the marketing mix. If I had to counterfeit a brand name for a line of luxury motorcycles I would call it the American Eagle.This brand name would especially appeal to the American market but would also be appealing worldwide. It implies a high American quality, which is luxurious and valuable and is consistent with the American lifestyle. Product The major(ip) product is heavy weight motorcycle of 750 cc for working out on heavy roads. A number of brands have been introduced in its degree Celsius of age, and each one was very integrated, well equipped and up to go through with respect to technological advancements (Johnstone, 1995). The hallmark productions of the company assisted it to acquire double birdie mark for itself. An excellent customer service is provided in case of any ambiguity, and customers are thoroughly guided for the up sexual climax brands. Deals in branded motor bikes and other limited sector of open market. Also deal in used bikes, there usable parts being repaired and introduced in the market at lower price range Spare part market has also got their name at the top of the list. Twin Cam engine is its major innovatory product. They also offer services for repairing. Revolution engine is also introduced on their innovation lists. Price Their prices are mostly maintained around a certain figure. The major revenue sector is heavy bikes along with nude parts. The company has been in crisis for few years as its market manage dropped by 43 (%) percent. The company is planning to eliminate its employees in the coming year for maintaining the companys financial position (Wilson, 1993). During the time of crisis the fomite prices were suddenly accessiond but now its being hoped that they will be regulated. Place The company has acquired 358,000 square foot localise in Kansas City for the production of Dyna Glide, Sportster, and V-Rod models. For assisting Latin American expansion n Assemly plant is located in Brazil. By establishing manufacturing units, a vast production was achieved (Margie, 2009). Harley Davidson is also moving forward to merchandise bikes in India as well to increase its production and export sector as well. Harley Davidson also caters the motor bikes export in most parts of the world but it is not that much economical because of high custom duty for heavy machinery.Promotion Different marketing policies are being applied for the promotion of the company. Lucky draws are well timed(p) introduced, while promoting its political frame. Certain free services are proclaimed for showing goodwill gestures on the new motor bikes sale. Some time fares are also arranged for bulk sales, especially when there is low sale time. Very attractive commercials are placed on different channels. Most of the magazines in U. S promote the company by its good coverage. References Pride, W. M.. , & Ferrell, O.C. , (2012). Foundations of selling. Pg. 77. Australia Mason, OH South-Western, Cengage Learning (2012, ). H-D1 Customization Custom Motorcycles Harley-Davidson USA. Retrieved. November 17, 2012, from http//www. harley-davidson. com/en_US/Content/Pages/H-D1_Customization/h-d1_cu stomization. html? locale=en_US&bmLocale=en_US (2011, March 8). Harley Davidson Marketing Mix Marketing Mixx. Retrieved November 17, 2012, from http//marketi ngmixx. com/marketing-basics/marketing-mix/159-harley-davidson-marketing-mix. html