“It started one hundred years ago. ... A way of life” (Harley Davidson, 2002).
THE MARKETING MIX
Built with oversized mufflers, the earliest Harley-Davidson motorcycles didn’t exactly roar down country roads. ... The Harley-Davidson tradition has grown within these past one hundred years and continues to grow on the strong base that it has developed from. This hundred-year mark celebrates the Harley-Davidson Company.
The strengths of the company shine through their superior use of the 4 P’s of marketing. The product is an enormous force in itself, promoting the Harley-Davidson brand name and quality. The experiences that the customers have with their product are what keep them loyal to Harley-Davidson. The reasonable prices and networks of distributors around the world make the Harley-Davidson products readily available to the consumer. This report covers how Harley-Davidson uses the marketing mix in relation to its one-hundred year celebration
PRODUCT
A lot can be said for the brand name Harley-Davidson, but what speaks the loudest is the product that is developed. Harley-Davidson manufactures products that last with many owners for lifetimes.
The enthusiasm for the Harley-Davidson product is intense. When surveying Harley-Davidson motorcycle owners, their enthusiasm for their product was what shined through. When asked what drew him into the Harley-Davidson brand the 48-year-old male stated, “The brotherhood stigma, most if not all Harley-Davidson owners you meet are very social” (H-D Owners, 2003). Another male, 28 years old, who has owned his Harley-Davidson for 10 years stated, “Riding a Harley is like being in a family without being related” (H-D Owners, 2003). Harley-Davidson owners are excited about the freedom that their bikes give them yet they enjoy the “family” that they join by purchasing a Harley-Davidson. One particular Harley-Davidson owner, Marion “The Reverend” Black, was so spirited by his Harley-Davidson that he chose to be buried with his leathers on and his motorcycle lying next to him (H-D: One Hundred Years, 2003). ... These customers get their enthusiasm from the quality, American made, classic looking Harley-Davidson that they see pass by them on the street, or that they ride along on.
It is not just the motorcycle that is produced, but also many other products that bear the Harley-Davidson brand.
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