make-up case for class missed.docx - Francesco core Make-up case study MKTG 489 Dr Cadwallader HARLEY DAVIDSON Chasing a New Generation of Customers

make-up case for class missed.docx - Francesco core Make-up...

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Francesco core Make-up case study MKTG 489 Dr. Cadwallader HARLEY- DAVIDSON Chasing a New Generation of Customers Mark-Hans Richer, Chief marketing officer at Harley Davidson company, has to come out with a marketing plan to make Harley Davidson popular among new generation of riders, more diverse customer base without losing current customers. Harley Davidson is a motor company created in 1903. Since than it has become a landmark in the motor industry. Across the years Harley Davidson has always represented a status symbol and an ideology for its riders. In the 1950s Harley motorcycle was a symbol of the rebellious motorcycle clubs. Later, it became a symbol of violent machismo. After Harley- Davidson was sold to a big company to return after several years to a smaller, more direct ownership. In the 80’s and 90’s Davidson’s motorcycles were extremely popular among Baby Boomers thanks to huge product expositions in famous movies. The company enjoyed continued growth in the 2000s and its brand image was strong (exhibit 1), but its core customers base of Baby Boomers was aging. Competitors like Kawasaki, Yamaha, and Honda have increased their market share across the years (Exhibit 2). The bargaining of buyers is high (appendix b) because there is the high availability of substitute products, the high knowledge of customers as well as the low switching costs. The low switching costs for the customers makes it easy for them to switch to other available substitutes as they are given a variety of options in this regard. There are lots of firm with which the Harley Davidson competes, including local to international markets (Appendix B). these competitors produce products for the same Davidson’s new product that address for an audience of young adult looking for customization, cheap price, high quality, reduced noise, high quality, easy to drive, and smaller size (Appendix C). Harley Davidson neither about sales volume and revenue because keep increasing over the years (Exhibit 5-6). The company concern is to vanish and drastically decrease its sell because new generation will not be interested on its product. Because the new generation needs Harley-Davidson came out with a new product called Buell which was created for younger customers and the European market. The Buell brand and logo were distinct from any design elements with the Harley-Davidson brand.
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  • Spring '17
  • kohli

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