The subject is the Harley Davidson Milwaukee 8

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timer Asked: Dec 17th, 2018
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Question description

This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience. It is a continuation of the individual marketing plan project and students should review the Week 3 Learning Team Assignment for background assistance in product brand strategies as developed by the team.

Assignment Steps

Develop a minimum 1,400 word branding strategy and marketing communication plan in Microsoft® Word. This document should address these elements as taken from the Marketing Plan Outline and Timeline sections titled, "Situational Analysis," and the "Product, Place/Distribution, Promotion, and Price Strategies," and shown below: You must include a measurement of customer loyalty and retention in your strategy document. You may include infographics to provide additional clarity and coherence to your document.

Situational Analysis:

• Vision, Mission, Strategic objectives, Values

• Strengths/Weaknesses

• Competitor's Strengths/Weaknesses

• Market Segments

Product, Place/Distribution, Promotion, and Price Strategies:

• Creating a Brand Image

• Maintaining Brand Image

• Branding Concerns

• Promotion/Integrated Marketing Communication

• Advertising Strategy/Objectives

• Push and Pull

• Media Strategy

• Advertising Execution

• Public Relations/Strategies

Note: Charts/graphs/tables do not count toward the word count.

This is a continuation of your global or multi-regional company, as selected in Week 1, and will be incorporated into your overall marketing plan for Week 6.

Include in-text citations and references for text (must be used with every assignment in this course), and a minimum of four peer reviewed references, at least two from UOP Library, Electronic Reserve Readings, and/or syllabus embedded videos.

Note: Failure to utilize these resources will result in severe markdowns.

Format your assignment consistent with APA guidelines.

Running Head: PRICE AND PLACE DISTRIBUTION 1 Price and Place Distribution for Harley Davidson Milwaukee 8 Correct title per APA: Price and Channel Strategy MKT 571 December 13, 2108 Mr Robert Landesman Summary and Grade Assignment not entirely completed as tasked. Could use more thought, effort, and depth. Essentially much the same comments as previous weeks. 3.5/8 Points. Please see further comments below that are unique to this paper; comments on previous papers are the same and applicable for this one. Please see further comments above and below and ensure compliance going forward. Please carefully compare this paper with the formatting and content of the model responses attached, in order to continue perfecting your work going forward. Crib Sheet (Price and Place Distribution) PRICE AND PLACE DISTRIBUTION 2 Harvey Davidson operates in the industry of motorbikes. The company has a direct distribution strategy, where independent dealers sell products. It has an exclusive channel in various parts of the world. Harley Davidson positions its product in the industry as premium motorcycles. The manufactured bikes are high priced due to their high-quality displacement. The prices are relatively high in comparison to those of the competitors. The daily pricing, promotion pricing, and list pricing are fixed for Harley Davidson Milwaukee 8. Purpose of Assignment This assignment is designed to help students analyze and understand how price setting and going to market (distribution) are interrelated and affects the profitability and growth of the business. It has been designed to be an overview. The concepts of pricing and distribution are complex, and a good understanding is what should be absorbed in this week of study. Assignment Steps Construct a minimum 1,400-word plan for setting price and a distribution model (place/distribution) in Microsoft® Word. This plan should address these elements as taken from the Marketing Plan Outline and Timeline section titled, "Product, Place/Distribution, Promotion, and Price Strategies," and shown below: Price and Place/Distribution: • Distribution Strategies • Channels, Mass, Selective, Exclusive • Positioning within channels • Dynamic/Static Pricing Strategies • Channel tactics (Pricing) • Daily pricing, promotion pricing, List pricing Note: Charts/graphs/tables do not count toward the word count. This is a continuation of your global or multi-regional company, as selected in Week 1, and will be incorporated into your overall marketing plan for Week 6. PRICE AND PLACE DISTRIBUTION Include in-text citations and references for text (must be used with every assignment in this course), and a minimum of four peer reviewed references, at least two from UOP Library, Electronic Reserve Readings, and/or syllabus embedded videos. Note: Failure to utilize these resources will result in severe markdowns. Format your assignment consistent with APA guidelines. 3 PRICE AND PLACE DISTRIBUTION 4 Price and Place Distribution for Harley Davidson Milwaukee 8 Introduction Harley Davidson was established in Milwaukee, Wisconsin in the US. The company commercializes in the development of motorcycle engines. It has a product, the Harvey Davidson Milwaukee 8, which is a Big V-twin Engine that is designed to replace the available Twin Cam (Harley Davidson, 2015). The new engine uses a combination of the new Harley design and traditional features such as long stroke, single- cam bottom and working pushrods. According to Cameron “This merges the Softails-Slim, Fat Boy, Heritage Classic, Deluxe, and Breakout-with the Dyna line-Fat Bob, Low Rider, and Street Bob. The Milwaukee-Eight 107ci and 114ci four valve engine in these models are traditionally air-cooled but with their paired exhaust valve seats protected against heat distortion at modern highway power levels by circulation of cooling oil between them” (2008). The following paper presents the price and place/ distribution of Harvey Davidson Milwaukee 8. Distribution Strategies Harley Davidson has a global strategy. The distribution model for the product is consistent, which is direct to independently owned dealers. In the recent years, the company has established a direct distribution model for its operations in major regions such as in Australia, Italy, and Brazil and Scandinavian countries. Under this model, the Harley Davidson specializes the sale of this product to dealers that are whole- owned subsidiaries (Harley Davidson, 2015). Canada is the only market where the company operates its marketing channel through the third party in a distributor arrangement. The direct distribution channel in this market has been developed through a careful PRICE AND PLACE DISTRIBUTION 5 and long considerations, which is expected to form the roadmap for the future as the company aims at leveraging the available opportunities in this market. The product is sold through associates and retailer, which has been a priority for the company for a long term. This distribution channel of this product eliminates intermediary expenses that are related to intermediaries concerning commission. It includes a service cost such as shipping to the intermediary, training them and offering them marketing support. It increases the direct customer contact and enables the company to interact directly with the customers beyond the point of sale. It also allows better customer support than the one that can be provided by the middlemen, which increases the chances of return customers. This distribution channel is, however, disadvantageous to the sale of the Harley Davidson Milwaukee 8 because it limits the options of distribution. The company loses other distribution channels that are provided through intermediaries. The more places the product can be sold, the more the convenience it is to the customers. This increased reach and ease of customer contact contribute to more sales. It increases the internal workload of the company because it involves doing the work of the intermediaries such as taking orders, processing, marketing, and customer service. Distribution Channel Same comment as prior weeks: Use specific verbatim headings per crib sheet instructions. • Channels, Mass, Selective, Exclusive PRICE AND PLACE DISTRIBUTION 6 Harvey David uses an exclusive distribution channel to distribute the engines in other parts of the world such as India, Brazil and other countries across the world. This distribution channel is selective where one seller, a wholesaler, distributor or a retailer is assigned the role of distribution over a specific geographical area (Ghasin, 2017). It involves the engine being distributed through a few distributors in the market, who do not deal with other products from competitors. The channel is essential to the company in promoting its prestige and brand name in the market. Through this channel, Harley Davidson seeks to have control over the price of the engine, the rights to manufacture, promotion strategies, service policies, and credit inventory. The product makes an aggressive sale through these outlets. Are you sure about this? What about retail?! Positioning Within Channels Harley Davidson has the best positioning in the industry of premium motorcycles. The company uses psychographic segmentation to address the changing needs of consumer preferences in the market as a result of changes in consumer lifestyles. The brand has a high tendency of being chosen among the competitors because of the premium engines that it produces (Ghasin, 2017). The Harley Davidson Milwaukee 8 is built with a high level of innovation and a distinct design which makes it popular in the global market. Its competitiveness in the market pushes the company to invest in positioning itself and its products in the distribution channel. As a result, its position in the market is unique and strong in the minds of its consumers and competitors. The company PRICE AND PLACE DISTRIBUTION 7 has created a premium brand of its products in the market, which is recognized for using advanced technology and invest heavily on the customization of its products such as the series 8 engines. Dynamic/ Static Pricing Strategy Harley Davidson majorly deals with heavy and classically built engines with high displacement. The company aims to attain a specific quality of its product and at the same time target a section of the market the is connected with its purpose. The engines are ultra-premium in the motorcycle industry, which comes at a higher cost than most motorcycles in the market (Ferguson, 2017). This pricing strategy has been static and has had implications for the sales of the company. Harley Davidson has experienced a decline in its sales and profit curves time after time due to stiff competition in the industry. However, the price has had little changes in the market. The company is leveraging its industry-leading designs through its strong manufacturing abilities. It is planning to offer a comprehensive lineup for products to increase its competitiveness in the market, especially in the fastest and largest market segments. This is achieved through the full portfolio of the company in the motorcycles industry. Its intentions are to increase its grip on market and dominate in the v-twin motorcycles industry by developing a more technologically advanced and superior preforming engines such as the Harley Davidson Milwaukee 8. Channel Tactics –Pricing Harley Davidson uses premium pricing tactic to sell its v-twin motorcycle. Prices that are relatively high in comparison to those of the competitors are marked on the engines. The product is more expensive than most motorcycles that are manufactured by competitors in the American market (David, 2016). This pricing tactic is justified by the quality and craftsmanship of the PRICE AND PLACE DISTRIBUTION 8 products. The tactic is merged with the general strategy of differentiation of this company that emphasizes uniqueness to distinguish the product from the competitors' offerings. In recent, the management of this company has been faced with the challenge of pricing, which has experienced pressure through stiff competition in the US market. Harley Davidson has encountered a problem of attracting new customers, and it is said to be attributed to its premium pricing tactics. The company has investing about $ 70 million in the marketing and production to the develop primarily of its Milwaukee series 8 engines (David, 2016). The sole objective is to attract new customers, especially new riders, address the problem of its sluggish sales and increase the demand for the product in the US market. The company is currently competing against wide price gaps despite the competitive landscape in the industry. It defends its premium pricing strategy that it has numerous costs which include the cost to reach out to new riders and generating new and more efficient marketing models. The premium pricing tactic for Harley Davidson is resulting in adverse consequences to the company. It is currently facing declining sales in its biggest markets such as the US and Canada. From 2005 to 2015, the company experienced an overall decline of 48% of its sales (David, 2016). This has resulted in its closest competitor, Japanese Honda, Suzuki Motor Corps and Yamaha Corp taking advantage of the exchange rate of Yen to the dollar to reduce their prices in international markets. This trend has resulted in the competitors attracting young riders by offering the market with low interests. The largest and the newest engines such as Harley Davidson Milwaukee 8 are facing new competition from new market entrants such as brands from Indian PRICE AND PLACE DISTRIBUTION 9 and Polaris Industries. This new competitor has already created nine brands that are all competing against the series 8 engines. Daily Pricing, Promotion Pricing, List Pricing Daily pricing is the price that can change on daily basis such as the stock market. The promotion pricing is the amount that a company offer to the customers while promoting a product or can be used in launching a new product in the market. List pricing is the price that the company recommends to its distributors to sell the product. These prices are fixed for the series 8 engines (David, 2016). The company hardly has promotional prices and instead, its promotion is in the form of limited warranty, which can be valid within a short time. The list price is provided to the distributors basing on various factors such as the shipping cost. The company can readjust its pricing strategy to increase its competitiveness in the market. How is HD currently handling the tariff issues? An effective in-depth discussion regarding pricing requires some quantifiable and numerical elements. Please remember to include them in your final marketing plan. Exactly where above are required in-text citations for Kotler, ERR, and peer reviewed sources?! Essentially much the same comments as prior weeks!? Essentially the same comments as all previous assignments! Please carefully review the feedback for these, and ensure compliance throughout the remainder of our course. Non-compliance with prior feedback increases the adverse effect on assessments. Must demonstrate a solid grasp of foundational concepts. Must demonstrate greater scholarship and in-depth thinking. PRICE AND PLACE DISTRIBUTION 10 What does your text have to say about all of this?! Kotler content is superior in most cases versus other sources. Need greater thought, effort, and depth related to foundational course concepts as detailed in text. Apparently you are inexplicably ignoring my repeated feedback. Please carefully review this and your previous assignments and ensure compliance with feedback provided in order to perfect your work. Students who do well in this course follow instructions precisely and are meticulous and methodical with their work. The quality and depth of your responses could improve greatly if you would properly utilize your text and all other resources as repeatedly instructed. Failure to do so reflects poor judgment, is short-sighted and just plain foolish. I know you are a thoughtful conscientious student and just want you to be mindful of best practices as you continue striving for excellence. Same comment as previous weeks!? Apparently you’re ignoring my feedback regarding this issue!? Failure to comply with prior feedback furthers adverse assessments. Did not meet this crucial requirement: Include in-text citations and references for text (must be used with every assignment in this course), and a minimum of three peer-reviewed references, at least two from UOP Library and/or Electronic Reserve Readings. Note: Failure to utilize these resources will result in severe markdowns. Must utilize your text. PRICE AND PLACE DISTRIBUTION 11 The university academic affairs department hand-picks the selection of our texts for their excellent presentation of foundational concepts. Therefore, they should be your first stop when preparing course work, followed by supplemental sources as appropriate. Doing this will make it easier on yourself and help insure a consistent ‘quality’ result. The quality and depth of your responses will improve greatly if you properly utilize your texts as instructed. References Cameron, K. (2017, 10). DYNAMIC CHANGES AT HARLEY-DAVIDSON: ADIOS, DYNA!Cycle World, 56, 30-36. Retrieved from https://search-proquest- com.contentproxy.phoenix.edu/docview/1938994698?accountid=35812 David, M. (2016). Harley moves to keep premium status, attract younger riders. Retrieved from https://www.reuters.com/article/us-harley-davidson-sales-idUSKCN0ZO21O Ferguson, E. (2017). Harley Davidson marketing mix (4Ps) analysis. Retrieved from http://panmore.com/harley-davidson-marketing-mix-4ps-analysis Ghasin, H. (2017). Marketing strategy of Harley Davidson – Harley Davidson strategy. Retrieved from https://www.marketing91.com/marketing-strategy-of-harley-davidson/ Harley Davidson. (2015). Harley-Davidson plans direct distribution to independent dealers in Canada. Retrieved from https://www.prnewswire.com/news-releases/harley-davidsonplans-direct-distribution-to-independent-dealers-in-canada-300042376.html Ken "Hawkeye"Glassman. (2017, Mar 26). Harley-davidson debuts milwaukee-eight engine gear: Engine rides cooler. Daily Herald Retrieved from https://search-proquest- com.contentproxy.phoenix.edu/docview/1881791464?accountid=35812 PRICE AND PLACE DISTRIBUTION 12 Per APA: All sources in References must have corresponding in-text citations in body content. Should utilize APA Checklist as demonstrated in-class and provided with Week One’s Docs/Notes. Where are your text and peer-reviewed sources?! Same comments as previous weeks!? Apparently you’re ignoring my feedback regarding this issue!? Failure to comply with prior feedback furthers adverse assessments. Did not meet this crucial requirement: Include in-text citations and references for text (must be used with every assignment in this course), and a minimum of three peer-reviewed references, at least two from UOP Library and/or Electronic Reserve Readings. Note: Failure to utilize these resources will result in severe markdowns. Going forward, please identify peer reviewed sources with this notation at the end of each References page citation: [Peer Reviewed]. Must utilize your text and ERR resources. The university academic affairs department hand-picks the selection of our texts for their excellent presentation of foundational concepts. Therefore, they should be your first stop when preparing course work, followed by supplemental sources as appropriate. Doing this will make it easier on yourself and help insure a consistent ‘quality’ result. The quality and depth of your responses will improve greatly if you properly utilize your texts as instructed.
MKT/571 CRIB SHEET TEMPLATE FOR WEEK FIVE MARKETING COMMUNICATION and BRAND STRATEGY ASSIGNMENT at 11-15-18 Title of Paper Student Name Course/Number Due Date Faculty Name Crib Sheet (stands alone on its own page directly after the title page) Marketing Communication and Brand Strategy Purpose of Assignment This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience. It is a continuation of the individual marketing plan project and students should review the Week 3 Learning Team Assignment for background assistance in product brand strategies as developed by the team. Assignment Steps Develop a minimum 1,400 word branding strategy and marketing communication plan in Microsoft® Word. This document should address these elements as taken from the Marketing Plan Outline and Timeline sections titled, "Situational Analysis," and the "Product, Place/Distribution, Promotion, and Price Strategies," and shown below: You must include a measurement of customer loyalty and retention in your strategy document. You may include infographics to provide additional clarity and coherence to your document. Situational Analysis: • Vision, Mission, Strategic objectives, Values • Strengths/Weaknesses • Competitor's Strengths/Weaknesses • Market Segments Product, Place/Distribution, Promotion, and Price Strategies: • Creating a Brand Image • Maintaining Brand Image • Branding Concerns • Promotion/Integrated Marketing Communication • Advertising Strategy/Objectives • Push and Pull • Media Strategy • Advertising Execution • Public Relations/Strategies Note: Charts/graphs/tables do not count toward the word count. This is a continuation of your global or multi-regional company, as selected in Week 1, and will be incorporated into your overall marketing plan for Week 6. Include in-text citations and references for text (must be used with every assignment in this course), and a minimum of four peer reviewed references, at least two from UOP Library, Electronic Reserve Readings, and/or syllabus embedded videos. Note: Failure to utilize these resources will result in severe markdowns. Format your assignment consistent with APA guidelines. Click the Assignment Files tab to submit your assignment. Body Content (starts with fresh page immediately after crib sheet page) Introduction Situational Analysis: • Vision, Mission, Strategic objectives, Values Your response • Strengths/Weaknesses Your response • Competitor's Strengths/Weaknesses Your response • Market Segments Your response Product, Place/Distribution, Promotion, and Price Strategies: • Creating a Brand Image Your response • Maintaining Brand Image Your response • Branding Concerns Your response • Promotion/Integrated Marketing Communication Your response • Advertising Strategy/Objectives Your response • Push and Pull Your response • Media Strategy Your response • Advertising Execution Your response • Public Relations/Strategies Your response You must include a measurement of customer loyalty and retention in your strategy document. Your response Conclusion (if applicable) Exhibits/Figures (if applicable) References

Tutor Answer

henryprofessor
School: Purdue University

Find attached the completed work.Looking forward to working with you again.Thank you.
Attached.

Running head: HARLEY-DAVIDSON MILWAUKEE

Harley-Davidson Milwaukee
Name
Institution

`1

HARLEY-DAVIDSON MILWAUKEE

2

Harley-Davidson Milwaukee
Harley-Davidson Milwaukee considers the need for the development of superior brand as
this assists in the management of image of the company and the establishment of the customer
satisfaction measures in the environment. It has created the need to focus on the quality of the
services offered and the management of the changes in assisting to profile the clients. The focus
on the segmentation process is important as this helps in the consideration of the effects that
guide the change in the brand strategy.
Situation Analysis
Vision, Mission, Strategic objectives, Values
Vision
“Harley-Davidson, Inc. is an action-oriented, international company, a leader in its commitment
to continuously improve our mutually beneficial relationships with stakeholders (customers,
suppliers, employees, shareholders, government, and society). Harley-Davidson believes the key
to success is to balance stakeholders’ interests through the empowerment of all employees to
focus on value-added activities.”
Mission
“We fulfill dreams through the experiences of motorcycling, by providing to motorcyclists and to
the general public an expanding line of motorcycles and branded products and services in
selected market segments.”
Strategic Objectives
The strategic objectives of the company are important in helping to focus on the
implementation of change and the analysis of the factors that help in the improvement of
customer satisfaction. The objectives include

HARLEY-DAVIDSON MILWAUKEE

3

• Global expansion
• Increase of competitiveness in the market.
• Improvement or relations in the organization.
The values of the company include


Tell the Truth.



Be Fair.



Keep Your Promises.



Respect the Individual.



Encourage Intellectual Curiosity.

The segment is important as it helps in the consideration of the changes in the market and the
involvement of the employees in working towards the fulfilment of the mission and vision of the
organization. The expansion of the business helps in increasing competition and this enables the
creation of relationships with the customers.
Strengths and Weaknesses
The strength of the company is focused on the image of the brand and this is important
as it has created a culture in the environment that is focused on competition. The strong customer
base has helped the company in improving its performance as it is considered a trusted brand.
The expertise in the company helps in the creation of superior trusted products. The weaknesses
that the company faces includes narrowness of the product mix and this means that the products
do not identify with the different segments (Agnihotri, 2013). The limitation of the supply chain
leads to the analysis of the objectives in expansion and growth as this leads to the focus on the
changing potential of the company.
Competitor's Strengths and Weaknesses

HARLEY-DAVIDSON MILWAUKEE

4

The competitors of Harley Davidson focus on the creating the superiority of their brands
to gain a market share. Yamaha and Honda are the main competitors in the market and they have
a large customer base that gives them a competitive advantage in the market. The analysis of the
changes in the competitive factors has led to the need to focus on the implementation of quality
of the brands and this creates a high affinity to the pull of the customers (Taylor, 2009). Some of
the weaknesses that the companies experience includes the lack of definition of the supply chain
and this affects the performance of the brands and the need to create a relationship with the
consumers.
Market Segments
The market segments of the company are assessed according to the design of the
products. There is need to focus on the creation of the competitive products and this guides the
popularization of the products in the market. The market is segmented according to the
psychographics needs and this looks at the changing needs of the consumers including the
lifestyle that helps in choosing of the different brands (Prevot & Hsieh, 2012). The assessment of
the needs of the different segments is important as it guides the change in the environment
helping to focus on the increase in profitability of the organization.
Product, Place/Distribution, Promotion, and Price Strategies
The creation of the brand identity of the company was through the analysis of the demand
in the market and the production of superior products. The exceptional identity of the brand is
through the focus on the approaches that enhance the loyalty of the customers. It creates the need
to focus on the brands needs and the building of the values that are important towards the growth
of the company and brand recognition. It also assists in the management of the efforts of the
design that are important in the management of change in the company.

HARLEY-DAVIDSON MILWAUKEE

5

The maintenance of the brand image involves the focus on the efforts that the company
creates in identifying with the needs of the consumers. There is organization of the brand through
positioning in the market and this guides the elimination of the different mishaps that are likely
to take place in the organization. The quality of the motorcycles have helps in creating the
maintenance of the brand and this helps in the discovery of the needs of the different segments.
In building the superiority of the brand, the company has made different efforts that focus
on the engagement with the different segments. There is focus on the socialization of the brands
and the remarking of the content used in marketing that creates the need to own the motorcycles
(Prevot & Der-Ming, 2011). The focus on the diverse needs of the customer has helps in the
managing of the different changes and this helps in increasing the loyalty of the consumers
towards the brand.
Integrated marketing communication is important in helping to increase the
communication aspects with the consumers and the methods that help in the achievement of the
purpose of the organization. The company focuses on the personalization of services and this
ensures there is enabling of the stability of the brand in the market. The use of the customer
relationship marketing is important in helping to observe the changes in the market. It
encourages the constant interaction with the customers helping to achieve the goal in gaining a
market share in the market.
The advertising strategy applied is important in increasing the power of the brand. There
is focus on the creation of the signature of the brand and the communication of the same to the
consumers. The use of creative adverts on the television ensures there is focus on the different
innovations that help in creating the change in the market and the establishment of the signature
required in the generation of the company profitability (Prevot & Der-Ming, 2011). It also guides

HARLEY-DAVIDSON MILWAUKEE

6

the management of the changes that is important towards the application of the various
perceptions of the brand.
The push and pull strategy is applied in the distribution strategy and this helps in focusing
on the processes that the consumers use in placing orders and the retailers in availing the
products in the market. The strategy that the company applies includes direct selling in the show
rooms and the negotiation with the retailers. It helps in ensuring there is a connection with the
consumers and the presentation of the brand. It encourages the building of relationships with the
customers.
The media strategies is important as it helps in focusing on the role of the business in
meeting the demands in the market. There is creation of the change that focuses on the
implementation of the strategies that identify with the consumers. The media strategy helps in
increasing the communication with the consumers and the management of the change that
involves the creation of the demand among the consumers (Prevot & Der-Ming, 2011). In the
case, the use of print media and television is important in increasing the ability of the company to
meet the demands of the consumers.
The execution of the advertisement is important as it helps in increasing the conversion
rates of the adverts to sales. The use of different media houses helps in increasing the reach of
the company to the consumers. The company ensures that the strategies set focus on the increase
in the demand in the market and the application of the strategies that manage the growth in the
market.
The public relation strategy helps in focusing on the strategic decisions of the business
and this means there is change in the relations with the consumers. The communication with the
customers is through expression of the needs of the consumers and the need to focus on changes

HARLEY-DAVIDSON MILWAUKEE

7

taking place in the market (Prevot & Der-Ming, 2011). The public strategy involves the need to
ensure there is growth in the market both internally and externally and the focus on awareness of
the brand.

HARLEY-DAVIDSON MILWAUKEE

8
References

Agnihotri, A. (2013). Turnaround of Harley Davidson – cult brand or strategic fit
approach? Journal of Strategic Marketing, 21(3), 292–301.
https://doi.org/10.1080/0965254X.2013.768689
Prevot, A., & Hsieh, D.-M. (2012). The Marketing of Americana: Promoting the Walt Disney
Company and Harley Davidson Motors in the French Market. Consortium Journal of
Hospitality & Tourism, 17(2), 40–51. Retrieved from http://165.193.178.96/login?
Prevot, A., & Der-Ming Hsieh. (2011). The Marketing of Americana: Promoting the Walt
Disney Company and Harley Davidson Motors in the French Market. Consortium
Journal of Hospitality & Tourism, 15(2), 35–43. Retrieved from
http://165.193.178.96/login?url
Taylor, D. (2009). Harley at crossroads on branding highway. Central Penn Business
Journal, 25(31), 1–7. Retrieved from http://165.193.178.96/login?

Attached.

Harley-Davidson Milwaukee- Outline
Thesis: Harley-Davidson Milwaukee considers the need for the development of superior brand as
this assists in the management of image of the company and the establishment of the customer
satisfaction measures in the environment.
I.

Situation Analysis
A. Customer focus
B. Competitiveness
C. Market segmentation
D. Market share
E. Psychographic needs

II.

Product, Place/Distribution, Promotion, and Price Strategies
A. Loyalty
B. Brand awareness
C. Positioning
D. Communication


Running head: HARLEY-DAVIDSON MILWAUKEE

Harley-Davidson Milwaukee
Name
Institution

`1

HARLEY-DAVIDSON MILWAUKEE

2

Harley-Davidson Milwaukee
Harley-Davidson Milwaukee considers the need for the development of superior brand as
this assists in the management of image of the company and the establishment of the customer
satisfaction measures in the environment. It has created the need to focus on the quality of the
services offered and the management of the changes in assisting to profile the clients. The focus
on the segmentation process is important as this helps in the consideration of the effects that
guide the change in the brand strategy.
Situation Analysis
Vision, Mission, Strategic objectives, Values
Vision
“Harley-Davidson, Inc. is an action-oriented, international company, a leader in its commitment
to continuously improve our mutually beneficial relationships with stakeholders (customers,
suppliers, employees, shareholders, government, and society). Harley-Davidson believes the key
to success is to balance stakeholders’ interests through the empowerment of all employees to
focus on value-added activities.”
Mission
“We fulfill dreams through the experiences of motorcycling, by providing to motorcyclists and to
the general public an expanding line of motorcycles and branded products and services in
selected market segments.”
Strategic Objectives
The strategic objectives of the company are important in helping to focus on the
implementation of change and the analysis of the factors that help in ...

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Anonymous
Thanks for the help.

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