¶ … Tutor Marked Assessment-Spring 2015
Definition and Introduction to Customer Relationship Management
Customer Relationship Management can indicate two interlined directions. CRM development process is the first step and the second is contentment of CRM. The process is segmented into three components:
CRM involves activities which firms think help fulfill client demands, notice their preferences and resolve their issues. Conducting an in depth analysis, CRM process can be divided into external and internal programs. Internal programs indicate organizational framework, culture and knowledge management. External programs indicate customer interaction (Toma, Mihoreanu and Ionescu, 2014).
Building Long-Term Customer Relationship at Harley Davidson
Competitive Customer Relationship Management (CRM) between industrial consumers and manufacturing companies will keep and maintain the loyal consumers whilst their valuable input will be regarded as highly beneficial. Harley Davidson came to the conclusion that in order to inculcate long lasting relationships, the 'customers are always right' model has to be accepted.
The manufacturer invests quite a lot of time and funds in this regard. Those suggestions assist in improving the product's quality and services offered. CRM takes a new path of approaching the consumer's preferences. CRM helps in developing innovation capability as well as creating a steady competitive advantage. The firm has established the relationship between innovation capability and CRM. Harley Davidson interacts with its fan following via travel adventures, events and providing accessories for its loyal following who own the brand (Toma, Mihoreanu and Ionescu, 2014).
Marketing Management Concepts
Marketing strategy confirms successful performance of a firm. The hallmarks of management concepts are as follows:
Marketing strategy formulation
Marketing strategy implementation,
Viability of marketing strategy
External environment also factors in major management concepts. But, strategy...
For a strategy to be successful, rigorous application, assessment and control mechanism are also necessary (Ramaseshan, Ishak and Kingshott, 2013).
Control and evaluation is the connection of a firm with its external surrounding since it shows how competitively the firm adapts with the changing environment. Harley Davidson has realized that it has much more potential than motorcycles. The corporation sells the feeling of:
Hence, Harley Davidson is much more of a lifestyle experience instead of being a product consumption experience (Ramaseshan, Ishak and Kingshott, 2013).
Marketing Segmentation, Targeting, Differentiation and Positioning
The method of dividing heterogeneous markets in homogenous groups where they cater to differing marketing needs, is termed as segmentation. The applications can vary from advertising to product innovation, customer management and distribution strategy. With the help of segmentation, targeting is made more competitive as well as altering trends and consumer behavior can also be addressed.
But, it has its challenges. For companies like Harley Davidson, targeting denotes recognition of elements which explain the reason of their consumer's varied responses and demands. Differentiation enables uniqueness as positioning ensures deliverable of differentiated schemes responsiveness and lastly communication ensures active consumer participation (Canhoto, Clark and Fennemore, 2013).
Undifferentiated, Differentiated and Concentrated Targeting Strategies
The marketing tools can consist of differentiated, undifferentiated and concentrated targeting strategies. In case of undifferentiated targeting, it has the capacity to surge targeting efficiency as well as addressing the diversifying behavior and consumer needs.
Concentrated targeting stresses on a particular category / area / demographic of people.
Segments Targeted By Harley-Davidson
For Harley, differentiated targeting works best because:
Detecting and profiling consumers for valuable input and information is facilitated
Covers areas which aren't covered by conventional sources
Assists in delivering stellar products keeping differentiated propositions in mind (Canhoto, Clark and Fennemore, 2013).
In case of Harley Davidson, its most prized marketing instrument is the fan following which rides…
Harley-Davidson Marketing Harley Davidson Marketing Harley-Davidson has shown itself to be one of the best, if not the best, motorcycle makers on the planet. Indeed, even with stiff competition from faster and sleeker bikes like Honda, Yamaha and others as well as more rugged bikes that are more similar to Harley such as American Ironhorse and so forth, Harley is clearly in a league of its owns just looking at objective sales
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
Harley Davidson has traditionally targeted an audience of middle-aged men, in recent years targeting "older white male boomers" specifically (Hagerty, 2011). The company's demographic is usually wealthy, since the bikes are not primary means of transportation for most riders. The company has now begun targeting other audiences as a means of sustaining sales levels. Although the company sells its bikes in overseas markets, 71.3% of the company's business comes from
Harley Davidson I believe that the idea of brands having a personality is little more than hyperbolic anthropomorphism. Personality by definition implies personhood, something an abstract concept like a brand cannot have. Rather than a brand having human traits, as the concept is often understood (Investopedia, 2012). A brand personality is more accurately described as a reflection of traits that the consumer either shares or aspires to. The brand "personality" by
Harley Feasibility Study -- Harley Davidson 1957 Harley Davidson Harley Davidson Company has a long history of building motorcycles that have worked to actually shape culture. Its product positioning is admired by companies in most industry and most strive to develop the levels of brand loyalty that Harley has achieved. However, the company has also been negatively impacted by the recent economic downturn and is working through a rebuilding phase as market conditions