Identify Harley davidson Davidsons Strategy Essay

Discover Harley's approach and describe its rationale.

Harley can be described as globally accepted brand tightly associated with significant motorbikes using a historic focus on style, identity and independence rather than about technology, rate or sporting activities. From a segmentation perspective they fit in in the high quality motorcycle marketplace and are especially strong within a sub-segment of super top quality. Their bicycles are best in the Cruiser motorcycle section, feature inside the Touring motorcycles segment (focus on their design and image) and through acquisition of Buell, now have a presence inside the Performance models segment. The Harley-Davidson graphic and the customer loyalty earned and endured by the one of a kind В‘Harley Experience' are it is greatest assets. The benefit of the Harley davidson brand was central to the corporate approach. The focus with the strategy was going to reinforce and extend the partnership between the business and its consumers. The Harley Owners Group was established to become vehicle to unite management, employees and customers in a special community and to engender relationships and shared experience towards a bonding with the brand and the company. The loyalty of Harley owners is obvious in their do it again purchase behavior В– over 50% of sales between '99 and '05 were to previous owners, while brand attraction helped account for a 20% reveal from first time buyers. The manufacturer was also successful in effecting a demographic and socioeconomic switch away from small workers to middle-aged, larger income owners. Harley lagged behind it is competitors with regards to technological innovation and rapid progress but was adamant on playing the game on their home strengths of exclusive features and traditional styles. They lacked the financial systems of level of their competitors who may spread the costs of research and development across higher unit quantities of products and multiple product lines. Instead that they concentrated upon incremental improvements to their machines, frames and gearboxes to enhance reliability and...



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