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MARKETING PLAN FOR HARLEY DAVIDSON’S
TEAM MARKETING PLAN SUBMITTED TO
THE GRADUATE COUNCIL
IN PARTIAL FULFILLMENT OF
THE REQUIREMENT FOR THE DEGREE OF
MASTERS OF BUSINESS ADMINISTRATION
DEPARTMENT OF MANAGEMENT
TEAM V-ROD:
GARY
EMMANUEL
JEFFREY
GEORGE
Table of Contents
Table of Contents 2
1. ... 0 Marketing Strategy – By Emmanuel 10-15
4. ... 0 Executive Summary
The Harley-Davidson (HD) Corporation has established a very strong presence in the motorcycle industry for many decades. ... HD maintains a close relationship with its customers through a variety of programs (Harley Owners Group), product offerings, and events such as Daytona, motor shows, and rallies, etc. ... Harley-Davidson’s strengths are their brand image within the market place, their weaknesses are related to production capacity and unfulfilled demand for their products.
Harley-Davidson needs to target a younger, technologically conscious and affluent market segment in order to increase its share of the performance cruiser market space. To do so, the company prioritizes the following marketing objectives and strategies: market expansion, market segmentation, product diversification, and marketing mix modification. ... From an advertising perspective, HD is right on target as to their current marketing campaigns. Lastly, HD’s Product Line strategy with the introduction of the V-ROD motorcycle is positioned to capture market share in the performance cruiser marketplace. V-ROD is targeted to the specific market segment, which forecasts promise to provide this needed growth. ... Willie Davidson and Team V-rod believe we have developed the answer. The V-Rod is the first of a new breed of Harley Davidson Motorcycles. The V-Rod is a truly original, technologically masterful machine that combines raw performance and long, low, hot rod styling. Its built around the race-inspired Revolution™ engine - a high-revving, liquid-cooled, 115-hp, 60°, 1130cc, fuel-injected V-Twin marvel that puts the power in power train. ... Part of the trademark of the V-Rods styling is the aluminum bodywork. ... The V-Rod will rock the performance cruiser world. ... 1 Market Summary
The Harley Davidson’s Market is as unique as their product. The introduction of the V-Rod is HD’s first attempt to bring their product into a new market. Perhaps more than any other 20th century product, the Harley-Davidson motorcycle is revered as an American icon - a symbol of free-spiritedness, love, and a verve for living life with all your senses. While this gives Harley marketing advantages, it carries the responsibility of upholding the qualities that customers identify as the essence of Harley. ... 1 Market Demographics
Harley-Davidson has built its marketing strategy on expanding the overall motorcycle marketplace. ... In order to do so, the company needs to target its marketing efforts towards affluent, technology-conscious 35-44 year old buyers who can afford a model that is priced at the top end of its class. ... Harley’s choice of a modern Performance-Cruiser, at this time, makes perfect sense because their customer base is aging and this new product entry can appeal to a younger audience. The current Harley buyer is averaging 45+ years of age; hence in order for Harley Davidson to increase its market share, the company has to go after younger customers and first time buyers. According to Ad Week, there are 22 million males in the Harley’s new target market segment demographic (35-44 year olds) and of this, 50,000 are considered potential motorcycle buyers. ... 2 Target Market
• Harley-Davidson needs to target a younger, technologically conscious and affluent market segment in order to increase its share of the performance cruiser market space.
o The company prioritizes the following marketing objectives and strategies:
Market expansion
Market segmentation
Product diversification
Marketing mix modification. ...
• HD is right on target as to their current marketing campaigns
• HD’s V-ROD motorcycle is positioned to capture market share in the performance cruiser marketplace.
o V-ROD is targeted to the specific market segment, which forecasts promise to provide this needed growth. ... 2 SWOT Analysis
The summary of the SWOT Analysis outlined in this section presents important information about the performance of the Harley-Davidson Corporation. This analysis is used as the backbone for most of the conclusions and suggestions proposed in this marketing plan.
The strengths of the Harley-Davidson Corporation include a powerful brand image, understanding customer needs, maintaining good customer relationships, strong financial position, excellent supply chain management, and superiority of the products which are enabled through creativity, engineering, technology and design. ... First, it’s unable to meet the self-generated demand created with its marketing efforts. ... Fourth, Harley-Davidson’s presence in Europe is lacking. ...
There are various opportunities in the market for HD today especially with the introduction of the new V-Rod motorcycle. ... 3 Assessing the Competition
This marketing plan is primarily focused around the “Performance-Cruiser” segment of the motorcycle industry. Accordingly, we identified three major players that present the most serious competition to the Harley-Davidson Corporation. ...
Competitor Product Comparison
Company Harley-Davidson Honda Yamaha Indian
Product V-Rod 2003VTX 2003 Road Star Centennial Chief
Technical highlights Evolution motor efficient power Superior engine
design Best air-cooled engine Smooth throttle response
Market
Segment Loyal customers:
Upper Market
Segment 1/3 of US Market Lower Market
Segment Loyal customers
New American
Spirit
Performance High performance classic muscle
lines High performance
High reliability High Functionality Excellent torque
and roll on power
The preceding table depicts the overall assessment of competitive products in the Performance-Cruiser segment. It provides an overall perspective of the differences and similarities of competitor products that are directly competing with Harley-Davidson’s V-Rod and gives the insights to potential threats and opportunities in each competitor’s product portfolio. Harley-Davidson is faced with a strong presence of quality Asian products. ... Even though, Harley-Davidson lost a significant portion of its market share over time, today it manages to represent a strong competitor. ... 4 Product Offering
Specifications for the 2003 V-Rod:
Length – 93. ... 5 Keys to Success
The V-rod was born through necessity. The VCRA was in important part of HD’s detailed business plan. A good business plan has helped give HD focus, and brought to light issues and potential problems that we hadnt previously thought of. This also helped form a plan of action. This step was critical in fully developing HD business ideas, and made launching the V-rod line much easier. ... Once HD gets the V-rod up and running, we will revisit the business plan to help keep team members focused and will be a good measure of success.
Marketing and Promotion:
A good marketing and promotion strategy is part of HD’s initial planning phase. However, this will be changed and fine-tuned many times over the life of the V-rod and all other product lines. ... Im not saying marketing is comparable to brain surgery, but I think you get my point. Keeping our marketing department involved with perpetual education has and will continue pay big dividends.
Approximate Word count = 5788
Approximate Pages = 23.2
(250 words per page double spaced)
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