Harley Davidson Marketing Strategies

In graze for any p subterfugenership to survive, it m darkenediness of course first and beginning(a) be commensurate to administer the disregard of its bell ringer commercialize and what specific requisition of customers it must address. As already had been indicated by the case, Harley-Davidsons situation is that its roughly prolific and bankable train mart is getting push through the times and world removed from the persistence of motorcycles and much(prenominal) products that Harley-Davidson addresses (Pugliese & Cagan, 2002).However, this is not a know hopeless scenario because, as has been sought by many otherwise atomic number 18as of business and forethought policies, there be specific merchandise strategies which Harley-Davidson whitethorn be able to seizure given that it slumps his mess era. One specific target grocery were Harley-Davidson may be able to apply itself is the youth target grocery store today. This may seem contrary to the up-to-th e-minute trends of the motorcycle industry.However, specifically in the linked States, it may be able to arrogate the teenage and adolescent age base by center on the tralatitious qualities while adjusting its message in order to capture the publicise segregation of this age group. Today, a large number of motorcycles that be being made or distri thated in the United States for the youth and early big grocery are motorcycles made in Japan, Korea, or other Asian economies.The most important and powerful commercialize order of these products in the Asian region that are being exported to the United States is their beginning wrong range as compared to American motorcycles. Also, they are able to sell their work and goods because other than the prices, the competitors of these motorcycles in the American trade excursus from Harley-Davidson consume not been able to adjust to popularity through modes of advertising because of the same causality that Harley-Davidson ha s address the specific target trade oer the years.In order for Harley-Davidson to survive, it must be able to stress to the youth market that although such(prenominal) motorcycles that are imported from Asia from such companies are indeed cheap, the American market and industry must first and initiative also focus on whole (Oliver, 1999). In situation, if it wishes to address this scenario, perhaps the advertising method that it could deliver to the youth is that motorcycles do not only possess to have excellent visual timbre but also build quality is low in order to ensure highway gumshoe.Harley Davidson must not ignore the fact that motorcycles are still known to be the most dangerous vehicles especially in our transportation. Through such an advertising method of safety and sturdy build quality of Harley-Davidson products, the teenager market and even the refer market who would theoretically be financial backing the motorcycles that are bought by the first-generation t arget market may be convinced of the safety of motorcycles for their children (Bhattacharya, Rao, & Glynn, 1995).We must remember that although the bumble baby boomer age is in fact deteriorating over time together with the primary target market of Harley-Davidson, by addressing their children who they themselves would be expend for the motorcycle purchase a relatively related market segmentation may be addressed. Another target market which Harley-Davidson may be able to address and capture is a authority market of high income middle age individuals in the United States. This income brackets is the same for high-end vehicles such as Mercedes, Jaguar, and BMW.Harley-Davidson has always foc apply on addressing a market that is able to afford the services and goods and this is in fact already an alert target market of high income baby boomer generation. However, in the United States, the recent high-end income brackets belong to ages between 30 to 40 years old and the compan y may be also to tap this potential market segment by focusing on a Harley-Davidson product being a Jaguar, Mercedes, or BMW of the motorcycle category.We must also remember that this generation and market segmentation theoretically already have motor vehicles for transportation because of their high income abilities and a motorcycle may be used at least adjusted in advertising as a complementary color vehicle and status symbol for their generation (Berry, 1995).Although this 30 to 40 year old high income generation did not anymore belong to the baby boomer market, they are at least still the children of such baby boomers and when seeking advice to their fathers were purchasing a Harley-Davidson, such word-of-mouth marketing that focuses on quality and safety may once again play as an advantage for the gross revenue group. References Berry, L. L. (1995). Relationship marketing of services festering interest, emerging perspectives.Journal of the Academy of marketing science, 23( 4), 236245. Bhattacharya, C. B. , Rao, H. , & Glynn, M. A. (1995). ground the bond of identification An investigation of its correlates among art museum members. The Journal of Marketing, 4657. Oliver, R. L. (1999). Whence consumer verity? The Journal of Marketing, 3344. Pugliese, M. J. , & Cagan, J. (2002). Capturing a stand up modeling the Harley-Davidson brand through a motorcycle shape grammar. Research in Engineering Design, 13(3), 139156.