I. Executive Summary
Harley-Davidson is the largest market share holder of motorcycles over 750cc in the United States. After the expansion of our production and distribution capacity, we will be in the position to meet the increasing demand for our motorcycles and other products, including a new line of clothing specially design for women. Growth potential appears very good especially in the overseas market and the young and mature women and younger market. Gaining a larger market share in this area may require a further increase in production and distribution capacities. We must plan for expansion and build new strategies how to target the woman, younger market, as well as the already ...view middle of the document...
Now again faced with a period of decline, HD is relying on its newly adopted marketing objectives. First, HD needs to expand its potential customer base to include enthusiasts and non-enthusiasts young males, and females into buying HD motorcycles over any other competitor. This thought is accomplished through the introduction of the VRSC’S, and the lower and narrow Sportsters, Dyna’s, Softail’s and positioning them in the market to a younger demographic. Secondly, HD needs to position the VRSC’S, Sporster, Dyna and Softail to also appeal to first time buyers of motorcycles. HD's strong brand identity can help pull in new clients. Third, HD has to set an appropriate marketing mix that will help attract a younger consumer base. By using the low-end approach, which involves attracting a young audience to a brand name product with a low price tag (similar to what Jaguar and BMW have done), HD can expand its popularity to the domestic and international market.
Harley-Davidson's (HD) positioning strategy can best be defined by its mission statement: "We fulfill dreams through the experience of motorcycling- by providing to motorcyclists and to the general public an expanding line of motorcycles, and branded products and services in selected market segments." Now in its 105th year, the ideal of owning an 'American Icon' has slowly dwindled out of the public's mind, due mostly to the competition from Japanese manufacturers like Honda and Yamaha, HD is aiming to change this, bringing back the true American pride and sense of freedom and liberty. HD's strength's of its powerful brand image, maintaining good customer relationships, strong financial position, and superiority of technology and design are hindered by its weaknesses related to product capacity and unfulfilled demand for their products.
Approximately 51 percent of the population is women (Health Resources and Services Administration
U.S. Department of Health and Human Services), and about 12 percent of all Harley motorcycle sales are to women, roughly 32,000 new bikes in 2006, compared with 4 percent in 1990, 9 percent in 1998 and 10.6 percent in 2003. Women will spend about $300 million on Harley bikes this year in the United States, not including accessories, riding gear and clothes. (MIC)
According to the Motorcycle Industry Council, the number of women in the country operating motorcycles increased 34 percent to 4.3 million in 2003, from 3.2 million 1998. The number for men rose a little more than 20 percent in that period.
Today American women are the fastest-growing part of the motorcycle business, buying more than 100,000 of them a year. Even though aging baby-boomer men, with money to spend and time on their hands, have played a big role in expanding the market in recent years, motorcycle companies are trying hard to win women buyers.
For all of Harley-Davidson’s new marketing efforts, it lags slightly behind its competitors Kawasaki and...