Harley Davidson
* Mission Statement
Our diversity mission is to foster a culture that integrates diversity and inclusion into all aspects of the business in order to further fulfill dreams through the experiences of motorcycling. * Vision Statement
Harley-Davidson values, embraces and celebrates diversity in order to develop and continuously improve mutually beneficial relationships with stakeholders to fulfill dreams and provide extraordinary customer experiences in an increasingly dynamic, diverse and global market. * Objectives * Create a viable brand that would effectively compete within the Non-Menthol, Lo-Fi category. * Attract more young adult (25-49) male smokers into the Lorillard family. * Develop a highly targeted “Niche Brand’ that would generate modest share goals. * Build strong brand awareness and imaginary. * Gain trial and repeat purchase. * Create consumer confidence.
* Strategies * MARKET PENETRATION Get some more market share from the existing market, like U.S, U.K, and Japan etc through more marketing techniques like advertising. Harley-Davidson has a good brand name so it’s easy for them to eat up the competitor market share if they can provide some more customer benefit. * PRODUCT DEVELOPMENT
Younger generation and female are now coming to this segment so expand the motor cycle segments to younger generation and females.
* MARKET DEVELOPMENT
Harley-Davidson can bring in their vehicle to Asian countries like India and
China, because these countries have a high population and the market potential is also high. * DIVERSIFICATION
Bring new bikes to attract customer and market. * INVESTING IN THE BRAND
The Company is reinforcing its support of the Harley-Davidson brand, accelerating its ongoing marketing efforts to reach out to emerging rider groups, including younger and diverse riders. In addition, the Company will continue to focus on product innovations targeted at
Our diversity mission is to foster a culture that integrates diversity and inclusion into all aspects of the business in order to further fulfill dreams through the experiences of motorcycling. * Vision Statement
Harley-Davidson values, embraces and celebrates diversity in order to develop and continuously improve mutually beneficial relationships with stakeholders to fulfill dreams and provide extraordinary customer experiences in an increasingly dynamic, diverse and global market. * Objectives * Create a viable brand that would effectively compete within the Non-Menthol, Lo-Fi category. * Attract more young adult (25-49) male smokers into the Lorillard family. * Develop a highly targeted “Niche Brand’ that would generate modest share goals. * Build strong brand awareness and imaginary. * Gain trial and repeat purchase. * Create consumer confidence.
* Strategies * MARKET PENETRATION Get some more market share from the existing market, like U.S, U.K, and Japan etc through more marketing techniques like advertising. Harley-Davidson has a good brand name so it’s easy for them to eat up the competitor market share if they can provide some more customer benefit. * PRODUCT DEVELOPMENT
Younger generation and female are now coming to this segment so expand the motor cycle segments to younger generation and females.
* MARKET DEVELOPMENT
Harley-Davidson can bring in their vehicle to Asian countries like India and
China, because these countries have a high population and the market potential is also high. * DIVERSIFICATION
Bring new bikes to attract customer and market. * INVESTING IN THE BRAND
The Company is reinforcing its support of the Harley-Davidson brand, accelerating its ongoing marketing efforts to reach out to emerging rider groups, including younger and diverse riders. In addition, the Company will continue to focus on product innovations targeted at