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Opportunities: The Harley-Davidson company stands to gain a significant share of the market by appealing to female consumers, if it uses marketing research to craft a successful promotional campaign.
Threats: The main threat to a successful marketing campaign to attract female consumers come from competitors that already market to females, especially Japanese motorcycle manufacturers and the Italian company Vespa.
Creative Strategy
Communication objectives include promoting the Harley Davidson sportster as the motorcycle of choice for American females who appreciate the quality, status, performance, and history of the brand. The strategy includes positioning the brand as not just a macho motorcycle manufacturer but one that appeals to all freedom-loving Americans regardless of gender. The promise of the Harley Davidson company is to deliver top performance and prestige. Tone of the message emphasizes strength and independence. Taglines should be simple yet effective and gender neutral such as "Harley Davidson: Strength. Quality. Success."
Media Objectives, Strategies, Tactics, and Rationale
Target audience for the Harley Davidson sportster is professional females in their thirties. Media mix includes local radio talk shows but will focus on print advertisements in women's outdoors and sports magazines with possible advertising campaigns in some women's...
The reach of the media campaign will be limited to women in the target demographic: females who can afford Harley Davidson quality and who are concerned with image. Geographical considerations are less important than income and lifestyle issues. Sales promotion and non-traditional media may include some specific Web-based advertisements but also special events at Harley Davidson showrooms and at consumer or trade conventions. So-called "garage parties," and HOG newsletters also appeal specifically to women.
Budget
The Harley Davidson marketing campaign to target female consumers is $23 million and will be broken down as follows: $10 million may be allocated for television advertisements on cable networks showing sports and outdoor events. $10 million will be allocated toward print media campaigns including several different creative advertising venues that present the image of the Harley Davidson sportser as being as strong and sturdy as ever but made exclusively for forward-thinking, independent females. The remaining $3 million of the marketing budget will be devoted toward trade shows, conventions, press releases, and working with the HOG in promoting parties and other events to attract female riders. The entire marketing campaign should be implemented immediately, with the print advertisements and trade show placement preceding the television advertisements for maximum efficiency.
Another key failure factor is shifting consumer preferences. These are driven by shifting demographics, as Harley's core target market is aging out of the range at which it would consider purchasing a Harley bike. This core market -- white males in their 40s and 50s -- has been fuelled by the baby boomer generation, who are now growing too old for superheavyweight bikes (Steverman, 2009). A third key failure factor for
Harley-Davidson Today: A Brief Business Overview Harley Davidson Vision of the Company (Slide 1) The populations where we operate our business are very much strong, skillful and supportive. Due to our workers and merchants, the dreams are fulfilled by making partnerships with liberal organizations ("Harley Davidson," 2001). Overview of 2009 Performance (Slide 1) According to the management of Harley Davidson, 2009 wasn't a good year for the company. The company had decreased sales, revenue and
Harley Davidson External Business Environment Strategic Business Plan Outline The Analysis of H-D's External Environment The industry external environment compounds an array of comprehensive forces that relate to the organization. External environment analysis of an industry facilitates an understanding of an organization position comparative to other organizations in the same industry (Worthington & Britton, 2006). An awareness of the external forces working across the industry players plays a handy role in organizations strategic
Industry Analysis of Harley-Davidson Motor Company A select few companies throughout the history of American capitalism have become iconic figures that are synonymous with the products they sell, and the Harley-Davidson Motor Company has successfully accomplished this rare feat, engraining the moniker "Harley" in the global lexicon as the emblem of premium motorcycles. While today's generation may consider Harley-Davidson to be a monolith without legitimate competition from domestic motorcycle manufacturers, a
Harley Davidson 5304 Harley-Davidson Harley-Davidson Inc. is an American motorcycle manufacturer specialized in heavyweight cruiser and chopper style of motorcycles with over 700 cc. Founded in 1903 and headquartered in Wisconsin, United States, Harley-Davidson is one of the two major American motorcycle manufacturers and known as a classic American icon. Since its inception, Harley-Davidson has been setting remarkable records with its top quality motorcycles for miles per gallon, speed, racing, distribution strength,
Harley Davidson has led the heavyweight motorcycle market in recent years, capturing about 55% of the market, according to James R. Hagerty's article in The Wall Street Journal (Hagerty, 2011). But following the economic downturn, which had a negative effect on sales, and other market issues, the iconic motorcycle company needs to beef up sales and in addition the company is looking for ways to appeal to younger enthusiasts, to