Motorcycle and Harley
Table of Contents
Executive Summary 2 Introduction 3 Company Profile 4 4Ps of Harley-Davidson Marketing Mix Strategies 5 Product 5 Promotion 7 Price 7 Place 8 Harley-Davidson’s Value and its Competitors 9 Market segmentation 10 Evaluation of the target market 11 Intervention 12 Harley-Davidson SWOT Analysis 12 The 4 Areas of improvement and values 13 Conclusion 15 References 16
Executive Summary
The researcher will discuss on Harley-Davidson (HD) and its marketing mix concepts and recommendation for improvement to market the USA brand in Malaysia. As the leader in manufacturing heavyweight motorcycles above 750cc capacity, HD has a role to play to promote the hobby of bikers worldwide and further capture the world’s market in other countries.
The researcher will also discuss on how HD use the marketing concepts, and theories to explore and evaluate two of its target markets such as young professional adults male and female age ranged between 30 to 50 years old. The marketing mix will explains the HD specific product i.e. HD Sportster, price positioning, places where HD can be purchased in Malaysia, the product’s promotional activities, people who are involved in product’s knowledge and customer service and the product’s quality.
Additional to this, this report also produce the four recommended ideas, which will be an added value to HD business in Malaysia:-
1. Harley Go Kart teenagers to get the feel of Harley product in their early life 2. Harley Executive Lounge as a meeting point for consumers to share their knowledge, experience and testing of Harley bikes 3. Harley University to provide comprehensive training on design and maintenance, for Harley’s mechanic, police or military technicians and update consumers on Harley’s products 4. Harley One Stop financial center to provide quality customer services for loan, insurance and medical programs
Harley-Davidson should have a continuous improvement
Executive Summary 2 Introduction 3 Company Profile 4 4Ps of Harley-Davidson Marketing Mix Strategies 5 Product 5 Promotion 7 Price 7 Place 8 Harley-Davidson’s Value and its Competitors 9 Market segmentation 10 Evaluation of the target market 11 Intervention 12 Harley-Davidson SWOT Analysis 12 The 4 Areas of improvement and values 13 Conclusion 15 References 16
Executive Summary
The researcher will discuss on Harley-Davidson (HD) and its marketing mix concepts and recommendation for improvement to market the USA brand in Malaysia. As the leader in manufacturing heavyweight motorcycles above 750cc capacity, HD has a role to play to promote the hobby of bikers worldwide and further capture the world’s market in other countries.
The researcher will also discuss on how HD use the marketing concepts, and theories to explore and evaluate two of its target markets such as young professional adults male and female age ranged between 30 to 50 years old. The marketing mix will explains the HD specific product i.e. HD Sportster, price positioning, places where HD can be purchased in Malaysia, the product’s promotional activities, people who are involved in product’s knowledge and customer service and the product’s quality.
Additional to this, this report also produce the four recommended ideas, which will be an added value to HD business in Malaysia:-
1. Harley Go Kart teenagers to get the feel of Harley product in their early life 2. Harley Executive Lounge as a meeting point for consumers to share their knowledge, experience and testing of Harley bikes 3. Harley University to provide comprehensive training on design and maintenance, for Harley’s mechanic, police or military technicians and update consumers on Harley’s products 4. Harley One Stop financial center to provide quality customer services for loan, insurance and medical programs
Harley-Davidson should have a continuous improvement
References: Kotler, BrownBurton Dean (2010), 'Marketing ', 8e Edition, Pearson Australia GroupPty Ltd Lazer, W (1971), 'Marketing Management: A Systems Perspective ' New York: JohnWiley & Sons NetMBA.com on Marketing Mix. Retrieved 19 Aug 2011 from http://www.netmba.com/marketing/mix/ Robert Winton (2007) ‘Competitor Analysis in Product Marketing’