Marketing Strategies of Harley-Davidson


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG174 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Mix, Branding, Advertising
Case Length : 19 Pages
Period : 1995-2007
Pub Date : 2007
Teaching Note : Not Available
Organization : Harley-Davidson
Industry : Automobile - Motorcycle
Countries : US

Abstract:

The case discusses the marketing strategies of the US-based motorcycle manufacturer Harley-Davidson Motor Company (H-D). It details the marketing mix elements of H-D including product, price, distribution and promotion strategies of the company.

Notwithstanding the success of H-D's marketing strategies, some critics were of the opinion that H-D was not focusing on its core competency, i.e. motorcycles, and said that by putting its logo on several products, the company was diluting its brand. Analysts also criticized H-D's dealers, saying they still had a long way to go in maintaining good relationships with the company's customers.

Issues:

» Understand the various marketing mix elements of H-D

» Critically analyze H-D's move to license several of its products and whether this will lead to its brand dilution or not

» Appreciate the importance of channel partners in maintaining good relationship with the customers

Contents:

  Page No.
Introduction 1
Background Note 2
The Problems 3
The Marketing Mix 4
The Road Ahead 9
Exhibits 11

Keywords:

Harley-Davidson Motor Company, Marketing Mix, Product, Heavy-Weight Motorcycles, Pricing, Distribution, Dealership Evaluation Norms, Promotion, Advertising Strategy, Brand Image, Brand Dilution, Customer Relationship Management, Marketing Philosophy, Demographic Profile

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