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Case Study on : HARLEY - DAVIDSONS

Submitted by:
Sadhna Yadav
Date: 21st, Oct 2009

SUMMARY:

Schoolmates Arthur Davidson and William S Harley sh ard a estrus for mechanics, especially for motorcycle engines. Both longed to join the ranks of motorcycle pioneers. By 1901 they had designed four motorcycle engines ready to be fitted into oscillation frames. With time, Harley- Davidson emerged as a cult leaf blade. Harley-Davidson is the leading motorcycle producer in the US with over 50% market share. H-D depends on innovative products, premium pricing, unique retail environment and experiential and relationship marketing to maintain its status as a cult brand. It enjoys huge brand loyalty. Deeply connected to American culture and look ons, H-D has become a symbol of rugged individualism, liberty and rebellion. H-D has cultivated its image and relationships over a long arrest of time and effectively wrapped itself around its customers using eight-fold marketing techniques. Every touch point - the product itself, its diffusion channels, sales, customer service, design, communications and brand extensions - has been harnessed to enhance the companys brand identity. H-D has historically controlled the demand-supply gap of its products to create a scarcity value for the brand.



With the changing demographic and market scenario, H-D is slowly changing its dodge on all fronts. In 2005, all eyes were handy on H-D as it made the transition from operating in the unique, high growth, selling environment that it experienced in the mid-nineties and early 2000s, to one that is sustainable on an ongoing basis. In recent times, the scarcity value has decreased as a result of its aggressive strategy to match demand and supply. Although the companys efforts to condemn the demand-supply gap are going in the right direction, they are also leading to rising dealer inventory and reduced value of pre-owned vehicles.

SWOT ANALYSIS
STRENGTHS: Customer loyalty...If you want to get a full essay, order it on our website: Ordercustompaper.com



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