Marketing Master Assignment Example | Topics and Well Written Essays - 2750 words

Marketing Master - Assignment ExampleHarley Davidson has powerful brand determine and is sound financially, but there atomic number 18 certain palpable weaknesses in its marketing strategy. The target customers be forty plus men and until Harley Davidson does something ab tabu this get market, it could well find itself being overrun by Japanese competition.HD has selected the tactical direction to target a younger market that is technologically aware in order to augment its market in the performance cruiser market space. The new V-Rod motorcycle has given Harley Davidson a boost. To target the youth with this latest crop line, the company has taken up the pursual marketing objectives to develop its existing market (market expansion), branch out its product line (product diversification), and adapt its marketing mix in to target a younger audience.During the 1970s, Harley Davidson set about a decline in market owing to high profile, Japanese models. However, it still managed t o create a deferral for itself in the market. This was done by phasing out feeble models, becoming choosier, through restrictive sales and promotions etc. Today, Harley Davidson is depending on its freshly adopted marketing objectives. ... the following marketing objectives to develop its existing market (market expansion), branch out its product line (product diversification), and adapt its marketing combine to target a younger audience. During the 1970s, Harley Davidson faced a decline in market owing to high profile, Japanese models. However, it still managed to create a niche for itself in the market. This was done by phasing out feeble models, becoming choosier, through restrictive sales and promotions etc. Today, Harley Davidson is depending on its freshly adopted marketing objectives. First, it needs to place the V-Rod to appeal to people who are buying motorcycles for the first time. Here, its strong brand individuality comes in handy. Second, it has to set a proper marketi ng mix that appeal to a younger consumer base. It washstand successfully deploy the low end approach in other wards attract a young audience through a low set tag. 3. Marketing Mix Elements The Harley-Davidson Corporation has found manifold ways to put its promotion strategy into practice. Harley Davidsons main promotional tool has been the HOG, since 1983. The companys commercials are centred around womanly images. Over 90% of the bikers are males the HOG advertising campaign has consequently been thriving for decades. Harley Davidson also uses its cafes, located in most dealerships, for promotion. However, the most important promotional tool is still the brand image of an American product. Owning a Harley stirs nationalistic senses.Harley Davidsons distribution strategy can be best explained through its website. Harley-Davidsons dealers are the companys life-line to our customers, with a wide variety of product offerings, dealers provide knowledge, service, and information to riders out on the road. The