Marketing Of Harley Davidson Essay

2435 words - 10 pages

Strategic Marketing, MKT 501Module #1 - Case Assignment"Harley Davidson Strategies and Tactics"In 1903, the same year Henry Ford incorporated the Ford Motor Company and the Wright brothers flew, William Harley and his friends Arthur and Walter Davidson launched the Harley-Davidson Motor Company in Milwaukee, WI. The quintessential bad boy machine, their motorcycle has become an icon of American culture. More than a machine, Harley-Davidson has become a brand and a lifestyle. A Harley-Davidson is not just a motorcycle - "It's a revered American icon, a slap in the face to mainstream sensibilities, a club, a support group, a fantasy, a brotherhood, a religion, an obsession, something to believe in, an escape, and probably the best consumer product marketing device in history." The Harley-Davidson logo is as much a part of the world's image of America as Apple Pie, Baseball, blue jeans, McDonald's or Coke. The image is so powerful that companies with little or nothing to do with motorcycles (such as Rockwell International, Chevrolet, MTV, and Ford Motor Company) use Harley-Davidsons to add zip to their marketing. You can buy a Harley-Davidson version of Monopoly for your kids, martini glasses, undergarments, memorabilia and even a black leather Harley jacket for your dog!Harley-Davidson is the only major US maker and seller of heavyweight motorcycles nation-wide. They offer 24 models of touring and custom cycles and have held the largest share of the U.S. heavyweight motorcycle market since 1986. However, the Harley-Davidson of today does not limit itself to just sales of their bikes. They also sell a licensed line of clothing and accessories with the company logo. Recently attracting attention are the Harley-Davidson Cafes, which are located in various cities including New York City and Las Vegas. These successful restaurants provide Harley enthusiasts with great food, souvenir merchandise and a chance to see rare biker memorabilia.In 1909, the company introduced the V-Twin engine, which is still in use to this day. As the American appetite for the bikes grew, other companies were formed and by 1911, there were 150 companies in the US that built motorcycles (Note: Police Departments and the military were the major consumer) During World War I, Harley-Davidson bikes were called into service and by the end of the war; the US Military used over 20,000 of them. One can see that even early on, Harley-Davidson constantly sought to improve their product.Harley-Davidson is an industry giant today because their management has continued to reinvent itself and refocused on what is important; worker and customer satisfaction. By slimming product lines and focusing on their most successful line, heavyweight and super heavyweight bikes, they have kept themselves ahead of the competition. Harley-Davidson has also flourished by connecting their logo and brand name to items such as T-shirts, jackets, saddles and hundreds of others. They recently lent their logo and...

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