Harley Davidson Marketing Strategies

In order for any company to survive, it must of course first and foremost be able to address the issue of its target market and what specific segregation of customers it must address. As already had been indicated by the case, Harley-Davidson’s situation is that it’s most prolific and profitable target market is getting out the generation and being removed from the industry of motorcycles and such products that Harley-Davidson addresses (Pugliese & Cagan, 2002).

However, this is not a complete hopeless scenario because, as has been sought by many other areas of business and management policies, there are specific marketing strategies which Harley-Davidson may be able to capture given that it adjusts his message. One specific target market were Harley-Davidson may be able to apply itself is the youth target market today. This may seem contrary to the current trends of the motorcycle industry.

However, specifically in the United States, it may be able to capture the teenage and adolescent age group by focusing on the traditional qualities while adjusting its message in order to capture the advertising segregation of this age group. Today, a large number of motorcycles that are being made or distributed in the United States for the youth and early adult market are motorcycles made in Japan, Korea, or other Asian economies.

The most important and powerful market method of these products in the Asian region that are being exported to the United States is their low price range as compared to American motorcycles. Also, they are able to sell their services and goods because other than the prices, the competitors of these motorcycles in the American market — aside from Harley-Davidson — have not been able to adjust to popularity through methods of advertising because of the same reason that Harley-Davidson has address the specific target market over the years.

In order for Harley-Davidson to survive, it must be able to stress to the youth market that although such motorcycles that are imported from Asia from such companies are indeed cheap, the American market and industry must first and foremost also focus on only (Oliver, 1999). In fact, if it wishes to address this scenario, perhaps the advertising method that it could deliver to the youth is that motorcycles do not only have to have excellent visual quality but also build quality is low in order to ensure road safety.

Harley Davidson must not ignore the fact that motorcycles are still known to be the most dangerous vehicles especially in our transportation. Through such an advertising method of safety and sturdy build quality of Harley-Davidson products, the teenager market — and even the parent market who would theoretically be financing the motorcycles that are bought by the first-generation target market — may be convinced of the safety of motorcycles for their children (Bhattacharya, Rao, & Glynn, 1995).

We must remember that although the baby boomer age is in fact deteriorating over time together with the primary target market of Harley-Davidson, by addressing their children — who they themselves would be investing for the motorcycle purchase — a relatively related market segmentation may be addressed. Another target market which Harley-Davidson may be able to address and capture is a potential market of high income middle age individuals in the United States. This income brackets is the same for high-end vehicles such as Mercedes, Jaguar, and BMW.

Harley-Davidson has always focused on addressing a market that is able to afford the services and goods — and this is in fact already an existing target market of high income baby boomer generation. However, in the United States, the new high-end income brackets belong to ages between 30 to 40 years old and the company may be also to tap this potential market segment by focusing on a Harley-Davidson product being a Jaguar, Mercedes, or BMW of the motorcycle category.

We must also remember that this generation and market segmentation theoretically already have motor vehicles for transportation because of their high income abilities and a motorcycle may be used — at least adjusted in advertising — as a complementary vehicle and status symbol for their generation (Berry, 1995).

Although this 30 to 40 year old high income generation did not anymore belong to the baby boomer market, they are at least still the children of such baby boomers and when seeking advice to their fathers were purchasing a Harley-Davidson, such word-of-mouth marketing that focuses on quality and safety may again play as an advantage for the sales group. References: Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives.

Journal of the Academy of marketing science, 23(4), 236–245. Bhattacharya, C. B. , Rao, H. , & Glynn, M. A. (1995). Understanding the bond of identification: An investigation of its correlates among art museum members. The Journal of Marketing, 46–57. Oliver, R. L. (1999). Whence consumer loyalty? The Journal of Marketing, 33–44. Pugliese, M. J. , & Cagan, J. (2002). Capturing a rebel: modeling the Harley-Davidson brand through a motorcycle shape grammar. Research in Engineering Design, 13(3), 139–156.

Calculate the price
Make an order in advance and get the best price
Pages (550 words)
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with MyStudyWriters
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
English 101
great summery in terms of the time given. it lacks a bit of clarity but otherwise perfect.
Customer 452747, June 9th, 2021
Leadership Studies
excellent job as always
Customer 452773, September 2nd, 2023
Looks great and appreciate the help.
Customer 452675, April 26th, 2021
Managerial Accounting & Legal Aspects of Business ACC/543
excellent work
Customer 452773, February 7th, 2024
Business and administrative studies
Customer 452773, March 3rd, 2023
Business and administrative studies
excellent job
Customer 452773, March 12th, 2023
excellent work
Customer 452773, October 6th, 2023
Business and administrative studies
always perfect work and always completed early
Customer 452773, February 21st, 2023
Business Studies
Thank you very much for a good job done and a quick turn around time.
Customer 452615, March 31st, 2021
Business and administrative studies
excellent job thank you Your Score 166.25/ 175- A 1. Current Culture 15% of total grade 18.37 Criterion "1. Current Culture" has textual feedback Criterion Feedback I see interesting points, though, in general they are not about the culture.
Customer 452773, June 4th, 2023
Customer 452773, January 25th, 2024
Human Resources Management (HRM)
excellent, great job
Customer 452773, June 19th, 2023
Customer reviews in total
Current satisfaction rate
3 pages
Average paper length
Customers referred by a friend
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat

Sometimes it is hard to do all the work on your own

Let us help you get a good grade on your paper. Get professional help and free up your time for more important courses. Let us handle your;

  • Dissertations and Thesis
  • Essays
  • All Assignments

  • Research papers
  • Terms Papers
  • Online Classes
Live ChatWhatsApp