Discuss the Haley Davidson Milwaukee 8 engine

Anonymous
timer Asked: Dec 28th, 2018
account_balance_wallet $35

Question description

Integrate, as a data bank, the building-block elements of the previous weeks' sections, including any corrections and suggestions from the instructor's weekly feedback, into a single comprehensive well-written plan.

The Final Marketing Plan should be a minimum of 5,000 words and include the following:

• Incorporate Understanding Target Markets (Week 2)

• Incorporate Promotion and the Product Life Cycle (Week 3)

• Incorporate Price and Channel Strategy (Week 4)

• Incorporate Marketing Communication and Brand Strategy (Week 5)

• Incorporate Executive Summary, Legal, Social and Ethical Considerations (Week 6)

Must use "Sample Marketing Plan: Pegasus Sports International," from Kotler text Chapter 2 pages 61 - 65. This should be used to correctly format your final Marketing Plan. Each of the numerical headings and identifiers should be utilized in the exact order, and precisely as shown, followed by the unique content appropriate for your plan.

Include all references from the previous weeks' individual assignments in your marketing plan.

Format your assignment consistent with APA guidelines.

Running Head: HARLEY-DAVIDSON: MARKETING PLAN Harley-Davidson Marketing Plan Thaddeus S Starkey MKT571 November 29 2018 Mr Robert Landesman Well Done! Thank you. 4/4 Points! Please see further comments above and below. 1 HARLEY-DAVIDSON: MARKETING PLAN 2 HARLEY-DAVIDSON: MARKETING PLAN 3 Academic Crib Sheet To develop effective relationship marketing, a company must first understand its targeted consumers' buying influences and behaviors. This week's assignment is a preliminary part of the development of a marketing plan. It provides the foundation of the marketing plan and introduces the student to a variety of diagrammatic tools for understanding a business. Assignment Steps To develop effective relationship marketing, a company must first understand its targeted consumers' buying influences and behaviors. For Week 2, create the Research section of your plan. Create the research section of your marketing plan in a minimum of 1,050 words. Include the following elements of the Research List of Topics, as taken from the Marketing Plan Outline and Timeline, and shown below: Research List of Topics: • Primary Research • Secondary Research • Consumer Analysis • Customer Profile • Continuous Consumer Monitoring & Research • Environmental Scanning • Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces • Infographics and Diagrams are not required but can be used to provide clarity and conciseness. Sometimes, "A picture is worth a thousand words!" Infographics and/or Diagrams (and subsequent discussion) can include any or all of the following: SWOTT (Strengths, Weaknesses, Opportunities, Threats, and Trends); TOWS (Threats, Opportunities, Weaknesses, Strengths); PEST (Political, Economic, Social, and Technological); SOAR (Strengths, Opportunities, Aspirations, Results); and STEEP (Social, Technological, Environmental, Economic, Political). Diagram(s) should be in APA format (Microsoft Word table tools and/or PowerPoint drawing tools can be used), and must include a subsequent discussion of the diagram(s) providing insight and clarity. HARLEY-DAVIDSON: MARKETING PLAN Develop the first two parts of the Target Market section from the Marketing Plan Outline and Timeline, which includes an overview of the demographics (e.g., age, income, family members, etc.) and psychographics (e.g., activities, interests, and opinions) analysis. This is not a detailed analysis but an overview (i.e., basic trends and insights from the data that is presented in annual reports, other SEC or IRS type filings, and all other data sources). Explain the insights you have gained from your inspection and analysis of the demographic and psychographic information you have found. Note: Charts/graphs/tables do not count toward the word count. This assignment 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 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. Below is the example of a crib sheet and how the format of the paper should be laid out with the information on Harley Davidson. If there are any questions let me know. 4 HARLEY-DAVIDSON: MARKETING PLAN 5 Harley-Davidson Marketing Plan Introduction Harley-Davidson, Inc. is a company with an impeccable brand image and a leading manufacturer of motorcycles suited for different purposes that range from short city trips to long interstate or inter-country touring trips. The Harley-Davidson street® 500 is one of the most outstanding motorcycle products that the company relies on to gain a competitive advantage in the motorcycle industry (Harley-Davidson, 2018). However, to achieve this objective, the company requires a well-developed marketing plan. Target Market Demographic Segment Currently, Harley-Davidson is targeting the customers who fall in the middle and upperincome bracket with permanent employment and an average salary of $550 to $1200 monthly salary. The high-income level of this target market has always given Harley-Davidson a competitive edge against its rivals in the motorcycle industry, making it one of the most top selling brands of motorcycles (Raddats, 2016). The target market customers are the young generation ages ranging from 18-35 years of age with a smaller number of family members. In the past, the company only targeted customers from all gender ages between 20 and 45 years old. However, the company identified a new customer segment in the urban adults which it has decided to pursue using an innovative marketing plan. HARLEY-DAVIDSON: MARKETING PLAN 6 Psychographic Segment Psychographic segment focuses on consumer personality traits, values, attitudes, interests, and lifestyles. Segmentation will allow for a better development and marketing plan. This will allow Harley Davidson to target customers who love traveling, going for adventure, riding, and having funs in the company of friends and families. From the annual reports of the company, it is clear that the majority of the sales of the motorcycles have targeted the young generation who have a habit of purchasing motorcycles for fun and convenience. The majority of these urban adults have a high social drive and an insatiable appetite for fun, adventure, and vocation (Grant2014). This made them a good target market for the Harley-Davidson street® 500 brands of motorcycle. This market opportunity explains why the company has in the past targeted the college students and has engaged in social networking to capture the attention of the young adults who form a large percentage of its potential customers. Primary Research The primary research will involve engaging sets of the population drawn from the Harley-Davidson employees, its clients and other members who might be directly or indirectly associated with the company. This activity will include the use of questionnaires, interviews, surveys and observations as the methods of research. The outcomes of the study will then be utilized as a basis of understanding its targeted market. Secondary Research According to the research conducted by Grant (2014), Harley-Davidson has to implement its marketing strategy in order to register an increase in the sales volume and earn higher profit levels. The marketing plan will give Harley-Davidson a competitive edge over its competitors and help them remain relevant and profitable for a longer duration. Using a TOWS analysis, this HARLEY-DAVIDSON: MARKETING PLAN 7 report will examine the external market of Harley-Davidson motorcycles by evaluating the Threats, Opportunities, Weaknesses, and Strengths which impact on the sales and profits of the motorcycle products. Consumer Analysis Currently, Harley-Davidson is targeting the customers who fall in the middle and upperincome bracket with an average salary of $550 to $1200 monthly salary. The young generation ages 18-35 years old with a smaller number of family members is the target market and once you define who your target market is it is easier to develop a marketing approach on how you'll reach them. Market Forces From the annual reports the economic factors affecting the price, demand, and availability of Harley Davidson sales is dipping but the reinvigoration of purchases from the younger generation has really sparked a vantage point for HD. This market opportunity explains why the company has in the past focused its efforts toward the younger generation employing the social networking to capture the attention of the young adults who form a large percentage of its potential customers. Customer Profile In the past, the company only targeted males between the ages of 20 and 45 years old. However, the company identified a new customer segment in the urban adults which it has decided to pursue using this marketing plan. Harley Davidson is attacking the new urban adult segment who have financial security, a high-level social life, adventurous, and vocation (Grant2014). HARLEY-DAVIDSON: MARKETING PLAN 8 Figures Customer Segment Characteristics Potential Geographic Urbanites 78% Demographic All gender, middle and high income earners, working and 67% self-employed 18 to 35 years old Behavioral Convenient, Fast navigation along traffic, loyal customers, 85% Psychographic Fun loving, adventures, travelers, and outgoing people 57% Figure 1: Table illustrating the potential of each customer segment for the Harley-Davidson Street® 50 motorcycle brands Technological Forces The company has identified a new technology that it intends to use in designing and manufacturing the Harley-Davidson street® 500 brands of a motorcycle with emphasize on the uniqueness of the bikes. The company intends to apply technology in the marketing of the motorcycle product to attract and retain customer loyalty and trust. Continuous Consumer Monitoring & Research Description of Product or Service--Marketing Message The marketing message for the Harley-Davidson product is a unique motorcycle with high performance and exemplary experience at the convenience of the customer (Verbeke & Roosen, 2015). In addition, the company intends to create customer relevance and use the most sophisticated means of marketing to make the motorcycle provide the customer with an improved operational efficiency. With the high-performance motorcycle, the company intends to give convenience to its customers so that they can continue using the product throughout their lifetime. HARLEY-DAVIDSON: MARKETING PLAN 9 Environmental Scanning Harley-Davidson Current Opportunities Harley-Davidson Street® 500 has recently gained brand recognition and popularity among the young adults who love riding a motorcycle for fun, adventure, and even for leisure activities. The target audience for this product are the people who seek attention, recognition, and fun with the luxury that comes with this motorcycle (Smith, 2014). It will, therefore, need to be reintroduced in the market to enlighten this target audience of its capability of fulfilling their needs and wants in terms of their insights, behavior, trends, and psychographic characteristics. Remember to use precise crib sheet headings/subheadings: • Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces Economic Forces The current opportunities for Harley-Davidson are the global demand for its HarleyDavidson street® 500 brands of motorcycles which have opened more growth opportunities. This brand of the motorcycle has gained popularity among many motorcycle love, leading to a high demand with many customers shifting their loyalty to this brand form other competing brands (Smith, 2014). Social Forces The Harley-Davidson street® 500 brands of the motorcycle comes with revolutionary features that are customized to meet the expectations and satisfaction of the target consumers. This improvement and advancements in the product have led to more sales volume, thus making HARLEY-DAVIDSON: MARKETING PLAN 10 it necessary for the company to reintroduce the product through an effective marketing plan that would see it attract and retain more customers. Harley-Davidson Future Opportunities The future opportunities for Harley-Davidson lie in innovation which will add value to the relatively cheaper motorcycles making them highly demanded in the market (Raddats, 2016). This opportunity is motivated by the fact that there is a growing demand for motorcycle built for the city streets suitable for maneuvering in the busy streets especially when there is traffic congestion (Grant2014). Ecological Forces Harley-Davidson Street® 500 brand is environment friendly given the fact that it is fitted with 500cc Liquid-Cooled Revolution X Engine that makes it the most preferred motorcycle for the urban streets with traffic, thus facilitating environment friendly transport. With this improvement in the future opportunities, the company will gain a 56% increase in market potential with over 34,000 new motorcycle productions annually. Harley-Davidson Current and Future Threats Irrespective of Harley-Davidson having a large customer base who have experienced loyalty and trust to its Harley-Davidson street® 500 brands of motorcycle, it faces stiff rivalry from other competitors who manufacture alternative brands of motorcycle that can be used in place of its brands (Raddats, 2016). These alternative products have posed a major threat to the HARLEY-DAVIDSON: MARKETING PLAN 11 company’s operations given the fact that they are cheaper and offer almost similar specification as those in Harley-Davidson street® 50 motorcycles. ?---SPACING---? Regulatory and Legal Forces It is a regulatory requiring for Motorcycles to observe safety and meet specific standards. Consequently, the Harley-Davidson Street® 50 motorcycles will provide a competitive advantage to the company by providing the customers with unique features such as the anti-lock brakes, tuned shocks, and low seat height which favors riding in the streets. These features are lacking in the motorcycle brands offered by its competitors in the market, thus making the product more attractive to the customer (Frank, Massey & Wind, 2015). The fact that the product is selling at a fairly low price of $6,899 makes it more affordable than the other motorcycles with similar or inferior features. The potential growth for the demand for the Harley-Davidson street® 50 motorcycle is 58% increase in demand, 76% increase in sales volume, and 34% increase in market share in the next 3 years. Conclusion In conclusion, Harley-Davidson must have a clear understanding of its target customers before implementing its marketing strategy. The information on customer insights and trends will help the company increase sales and eventually earn higher profits. Consequently, the company will remain competitive in the motorcycle market with the stiff rivalry. HARLEY-DAVIDSON: MARKETING PLAN 12 HARLEY-DAVIDSON: MARKETING PLAN 13 References Frank, R. E., Massey, W. F., & Wind, Y. (2015). Market segmentation. Prentice Hall. Grant, R. M. (2014). The resource-based theory of competitive advantage: implications for strategy formulation. California management review, 33(3), 114-135. Harley-Davidson (2018). About Us. Accessed on 27th November 2018 from https://www.harleydavidson.com/us/en/index.html Kotler,, P. (2016). Marketing Management. Retrieved from https://phoenix.vitalsource.com/books/9781323299838/epubcfi/6/2[idloc_000.xhtmlitemref]!/4[eid1]/12[eid25]/52[eid76]/2[eid77]@0:86.8 Raddatz, C. (2016). Aligning industrial services with strategies and sources of market differentiation. Journal of Business & Industrial Marketing, 26(5), 332-343. Smith, W. R. (2014). Product differentiation and market segmentation as alternative marketing strategies. Journal of marketing, 21(1), 3-8. Verbeke, W., & Roosen, J. (2015). Market differentiation potential of country-of-origin, quality, and traceability labeling. The Estey Centre Journal of International Law and Trade Policy, 10(1), 20-35. Going forward, please identify peer reviewed sources with this notation at the end of each References page citation: [Peer Reviewed]. 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.
Running Head: PRODUCT AND PROMOTION STRATEGY 1 Academic Crib Sheet Purpose of Assignment All products/services go through a life cycle of NPI (new product introduction), growth, maturity and decline. These various stages affect the marketing strategy and promotional efforts. In Week 3, you will incorporate a product strategy that addresses areas of the product life cycle. The primary objective of this assignment is to allow the student to demonstrate an understanding of the factors that can affect the launch of a product or service. A secondary objective is to understand the differences in a product launch in the U.S. (domestic market) and an international market. Assignment Steps Generate a minimum 1,050 word product and promotion strategy in Microsoft® Word. Incorporate a product and promotion strategy that addresses the following: • The product life cycle [New Product Introduction (NPI), Growth, Maturity, and Decline]. Carefully think through and if appropriate integrate the following: The Product Launch Cycle which includes Pre-launch, Launch, and Post-launch. The Product Adoption Cycle (Early adopters, Adopters, Late Adopters, and Laggards) For consumer products - The Human Life Cycle (newborns, adolescents, young adults, early marrieds, marrieds with children, empty-nesters, and seniors) Note: These cycles can be presented with clarity and precision utilizing curvilinear infographics. • How you will measure the marketing activities. What metrics will be used to determine success or failure? • Create at least two different types of media methods for the products. One media method must be a print method and one must be non-print. A media method is a media strategy which highlights your product. • Address these elements regarding Product and Promotion, as taken from the Marketing Plan Outline and Timeline section titled, "Product, Place/Distribution, Promotion, and Price Strategies," and shown below: Product and Promotion: • Integrated Marketing Communication PRODUCT AND PROMOTION STRATEGY • Advertising Strategy/Objectives • Push and Pull • Media Strategy • Advertising Execution • Direct Marketing • Public Relations/Strategies • Positioning 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 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. 2 PRODUCT AND PROMOTION STRATEGY Product and Promotion Strategy Harley Davidson Same comments as last week!? Apparently you’re ignoring my feedback regarding this issue!? Failure to comply with prior feedback furthers adverse assessments. Correct title per APA: Promotion and the Product Life Cycle Thaddeus S Starkey MKT/571 December 6 2018 Mr Robert Landesman Summary and Grade Incomplete. Assignment not entirely completed as tasked. Could use more thought, effort, and depth. 2.5/4 Points. Essentially much the same comments as previous weeks. Please see further comments above and below. 3 PRODUCT AND PROMOTION STRATEGY 4 Crib Sheet (stands alone on its own page directly after the title page) Promotion and the Product Life Cycle Purpose of Assignment All products/services go through a life cycle of NPI (new product introduction), growth, maturity and decline. These various stages affect the marketing strategy and promotional efforts. In Week 3, you will incorporate a product strategy that addresses areas of the product life cycle. The primary objective of this assignment is to allow the student to demonstrate an understanding of the factors that can affect the launch of a product or service. A secondary objective is to understand the differences in a product launch in the U.S. (domestic market) and an international market. Assignment Steps Generate a minimum 1,050 word product and promotion strategy in Microsoft® Word. Incorporate a product and promotion strategy that addresses the following: • The product life cycle [New Product Introduction (NPI), Growth, Maturity, and Decline]. Carefully think through and if appropriate integrate the following: The Product Launch Cycle which includes Pre-launch, Launch, and Post-launch. The Product Adoption Cycle (Early adopters, Adopters, Late Adopters, and Laggards) For consumer products – The Human Life Cycle (newborns, adolescents, young adults, early marrieds, marrieds with children, empty-nesters, and seniors) Note: These cycles can be presented with clarity and precision utilizing curvilinear infographics. • • • How you will measure the marketing activities. What metrics will be used to determine success or failure? Create at least two different types of media methods for the products. One media method must be a print method and one must be non-print. A media method is a media strategy which highlights your product. Address these elements regarding Product and Promotion, as taken from the Marketing Plan Outline and Timeline section titled, “Product, Place/Distribution, Promotion, and Price Strategies,” and shown below: o Product and Promotion: ▪ Integrated Marketing Communication PRODUCT AND PROMOTION STRATEGY ▪ ▪ ▪ ▪ ▪ ▪ ▪ Advertising Strategy/Objectives Push and Pull Media Strategy Advertising Execution Direct Marketing Public Relations/Strategies Positioning 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 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. Format your assignment consistent with APA guidelines. Click the Assignment Files tab to submit your assignment. 5 PRODUCT AND PROMOTION STRATEGY 6 Use headings/subheadings verbatim per crib sheet system instructions and examples/templates. Please remember to fully utilize the crib sheet system by parroting back all headings and subheadings verbatim, precisely as given in our syllabus in order to organize your thoughts, more clearly provide on-point in-depth responses, and/or avoid missing any important items or content. Product and Promotion Strategy Product Life Cycle Harley Davidson Milwaukee 8 series is expected to have four phases of its lifecycle, which are the introduction phase, maturity, growth and decline phases. This cycle is associated with changes in the marketing situation, which will impact the marketing mix and marketing strategy of the series. New Product Introduction At the introduction phase, the producers will aim at building an awareness of the product and develop a market. The product will be branded, and its quality levels established including the intellectual property protection such as trademarks and patents. The prices of this series will be determined using strategies such as penetration pricing, price skimming or high price to recover the cost of development to build a market shares. The series may be distributed in the selected market only to create its demand. At this stage, the promotion will target innovators and early adopters. Marketing communication will be made with the aim of building an awareness of the series in the market. This stage will include product launching lifecycle. The pre-launching will involve building relationships with the audience and creating excitement and expectations of the consumers concerning the series (Harrison, 2018). The launching stage follows the pre-launch which will include releasing the product to the market. The post-launch phase will consist of PRODUCT AND PROMOTION STRATEGY 7 delivering customer experience in relations to the product and eliminating buyers from remorse to maximize revenue. The series will set into the growth stage, where the producers will aim at increasing the market share and build the brands. The series will have increased demands, and the customers will readily accept the distribution channels. The decline stage will set in, where the producers may add new features to the series and reduce the price to increase its market coverage. Source: (Harrison, 2018). Product Launch Cycle The product adoption cycle will include five categories of consumers. The innovators are the first people to adopt a new product. This section of the market is young and takes risks. They have a high social class and financial liquidity. They have the closest contact to essential sources and other innovators. The early adopters are the second to most likely to buy the series and have a high degree of contact with the other adopters and opinion leaders (Tang, 2013). Similarly, they are financially stable and have high social status in the market. The late majority adopts the product after the average members in the market. This section is skeptical about the product and has below average status. They have a low financial situation and have little contact with opinion leaders. PRODUCT AND PROMOTION STRATEGY 8 The laggards are the people that will buy the series last. This section of the market is averse to change and tends to be aged. The people mainly focus on traditions and are likely to have the lowest social status and be oldest in the market. Source: (Tang, 2013). Human Life Cycle The consumer human product lifecycle will involve different sections of this market. The newborns will have no significant impacts on the product. This market is made up of infants that are mostly less than a year old. The infant stage category comprises of children at their first year of life that wholly depend on their parents to take care of their needs. Similarly, the market will not have substantial effects on the lifecycle of the product. The childhood is made up of children between age one and ten. This market can learn basic things such as walking, talking, and watching and is more self-sufficient. Their impacts start to be felt in the lifecycle because they can request PRODUCT AND PROMOTION STRATEGY 9 their parents to buy it for them. The adolescence comprises of children between 12 and 18 years and forms a significant section of the market. Their reasoning abilities increases, and the power of purchasing is also high. Most adolescents are fond of series, and they are expected to be among the target market. Adulthood is the longest stage and this is where the seeds of loyalty and brand recognition are set in motion. This market is also expected to generate high revenue for the product and establishes the ROI expected for creating the vision. Measuring Marketing Activities The measurement of marketing activities is necessary for determining the success or failure in marketing. Different metrics can be used to measure these activities. Revenue is among the metrics which involves examining the returns that are generated by each channel of marketing. The results are objective in determining the most effective channel basing on the revenue obtained and give information on whether to continue with investments in specific channels. The metric of cost per lead involves assigning a particular price that is generated by each channel to determine its effectiveness (Kucheriavy, 2018). However, a channel should not be cut back because it costs more than the others. Consumers from that channel may be spending more often from all other marketing channels. The website traffic to lead ration includes the unique visitors and page views on a website. The metric would involve examining where the visitors are coming from, such as direct, organic or from referrals and their activities on the site. It also involves examining the number of visitors that are converted into leads and customers. Media Methods for the Products One of the media methods for the product will be LinkedIn advertising. It will involve the producers of the series creating a business page and posting promotional content of the series such PRODUCT AND PROMOTION STRATEGY 10 as highlights on the LinkedIn. The aim will be driving traffic to the site through links to the promotional content. The producers would also create periodical advertising in magazine and newspapers. This is a traditional method that is still useful today in grabbing the attention of the customers. The producers can advertise the series at the front covers of magazines and newspaper to reach millions of people. Products and Promotion The promotion of the series will involve the integration of communication mix, which is the combination of all methods of brand promotion to promote the series to the target market. This approach will aim to increase the effectiveness of cost and increase sales (Juneja, n.d). The producers will also use advertising strategy to reach and coerce the customers to buy the series. The approach will involve the product and its benefits, the characteristics of the customers and the optimization of results while considering the budgetary constraints. The promotion of this series will also involve the push and pull methods. The push strategy includes the efforts of taking the product to the customers using tactics such as negotiation with retailers to stock the product and directing the customers to showrooms. The pull strategy will involve motivating customers towards the purchase of the series using tactics such as customer relationship management, word of mouth referrals and sales promotions and discounts. A bit ‘broad brush’. Overall, a closer tie with specificity as relates to HD would be helpful. Use headings/subheadings verbatim per crib sheet system instructions and examples/templates. Please remember to fully utilize the crib sheet system by parroting back all headings and subheadings verbatim, precisely as given in our syllabus in order to organize your thoughts, more clearly provide on-point in-depth responses, and/or avoid missing any important items or content. PRODUCT AND PROMOTION STRATEGY 11 The quality and depth of your responses and avoidance of missing content would improve greatly if you utilize the specific headings/subheadings per the crib sheet system, as instructed. Same comments as last week!? Apparently you’re ignoring my feedback regarding this issue!? Failure to comply with prior feedback furthers adverse assessments. Remember to use precise crib sheet headings/subheadings: Where is this entire critical piece? • Address these elements regarding Product and Promotion, as taken from the Marketing Plan Outline and Timeline section titled, “Product, Place/Distribution, Promotion, and Price Strategies,” and shown below: o Product and Promotion: ▪ Integrated Marketing Communication Your response ▪ Advertising Strategy/Objectives Your response ▪ Push and Pull Your response ▪ Media Strategy Your response ▪ Advertising Execution Your response ▪ Direct Marketing Your response ▪ Public Relations/Strategies PRODUCT AND PROMOTION STRATEGY 12 Your response ▪ Positioning Your response What does your text have to say about all of this?! Kotler content is superior in most cases versus sources you’ve cited above. Using the ‘Correspondence Course’ of Google is not a wise choice! ☺ Need greater thought, effort, and depth related to foundational course concepts as detailed in text. Students who do well in this course follow instructions precisely and are meticulous and methodical with their work. Use Crib Sheet Templates precisely as instructed and provided. The quality and depth of your responses could improve greatly if you would properly utilize your text and all other resources. 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. References Harrison,M. (2018). The 4 phases of a launch. Retrieved from https://megankharrison.com/selling4-phases-of-a-launch/ Juneja, P. (n.d). Integrated marketing communications. Management Study Guide. Retrieved from https://www.managementstudyguide.com/integrated-marketing-communications.htm PRODUCT AND PROMOTION STRATEGY 13 Keller, K. (2016). Marketing Management. Retrieved from https://phoenix.vitalsource.com/#/books/9781323299838/cfi/6/2!/4/12/44/2@0:0 Kucheriavy, A. (2018). Marketing effectiveness –How measure your marketing success. Retrieved from https://www.intechnic.com/blog/marketing-effectiveness-how-to-measure-your- marketing-success/ Tang, D. (2013). The complete guide to product adoption: From product life cycle to customer decision journey https://flevy.com/blog/the-complete-guide-to-product-adoption-fromproduct-lifecycle-to-customer-decision-journey/ Per APA: Need corresponding in-text citations for ALL listed references e.g., text. Same comments as last week!? Apparently you’re ignoring my feedback regarding this issue!? Failure to comply with prior feedback furthers adverse assessments. Going forward, please identify peer reviewed sources with this notation at the end of each References page citation: [Peer Reviewed]. 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. 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. PRODUCT AND PROMOTION STRATEGY 14
Running Head: PRICE AND PLACE DISTRIBUTION 1 Price and Place Distribution for Harley Davidson Milwaukee 8 Correct title per APA: Price and Channel Strategy Thaddeus S Starkey 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. PRICE AND PLACE DISTRIBUTION 2 Crib Sheet (Price and Place Distribution) 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. PRICE AND PLACE DISTRIBUTION 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. 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.
Running head: HARLEY-DAVIDSON MILWAUKEE `1 Marketing Communication and Brand Strategy Thaddeus S Starkey MKT 571 December 20 2018 Mr Robert Landesman Well Done! Thank you. 7.6/8 Points. Please see further comments 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. HARLEY-DAVIDSON MILWAUKEE 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 2 HARLEY-DAVIDSON MILWAUKEE • 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. 3 HARLEY-DAVIDSON MILWAUKEE 4 Introduction Harley-Davidson strives to develop a superior brand with cutting edge technology while keeping a classic old school look. The image of the company and the establishment of its customer segment has grown tremendously from 1903. HD has channeled its efforts on the quality of the services, customer segmentation and the leadership that assist in guiding its product. Concentrating on the segmentation process is important as this helps in the consideration of the effects that guide the change in the brand strategy. The analysis of the need to retain the customers in the organization is important as his helps in the creation of the strategies that are effective towards the company performance. Situation Analysis Vision, Mission, Strategic objectives, Values The vision and the mission of the Harley Davidson is important as it helps in giving the company its identity. There focus is on the goals and the objectives that the company seeks to achieve in the short term and in the long term. The company is action oriented according to the mission and this helps in focusing on the value that it creates to the stakeholders and the ability to empower its workforce. Vision The vision of any organization is very crucial because vision turns into reality and is the bedrock for sustainability and profitability. Harley Davidsons vision is as stated “HarleyDavidson, 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 HARLEY-DAVIDSON MILWAUKEE 5 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 vital in helping them to focus on the implementation of changes and the analysis of the factors that help in the improvement of customer satisfaction. The objectives include, • Global expansion – the global expansion aspect of the company looks at the changes taking place and the preferences and needs of the consumers. The expansion focuses on the introduction of new parts and this embraces the changing prices in the market. The company has introduced the 500cc to 1250cc motorcycles that help in catering for the needs of the consumers in the different markets. • Increase of competitiveness in the market- The need to improve the competitiveness in the market includes the implementation of superior products. Research shows that that the company has focused on research and development in increasing the competitiveness of the products. The funding investment is expected to be $550 million and this will provide the capital in helping to the company to generate more revenue as projections show incremental revenues of $1billion. • Improvement or relations in the organization. The values of the company include HARLEY-DAVIDSON MILWAUKEE • Tell the Truth. • Be Fair. • Keep Your Promises. • Respect the Individual. • Encourage Intellectual Curiosity. 6 The segment market helps with considerations and possible strategies that may be employed in the market. Incorporating the involvement of the employees in working towards the fulfilment of the mission and vision of the organization has proven to be very instrumental to the cult like loyalty of the brand. The expansion of the business helps in increasing competition and this enables the creation of relationships with the customers. The strategic objectives and the values of the organization are focused on improving the company operations and this helps in increasing the competitiveness in the market. Strengths and Weaknesses The strength of HD is that it is focused on the image of the brand and this is important as it has created a culture in the environment that is solely to compete with them. 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 for example there is no variety in choosing of the products according to the consumer preferences. It 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 7 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. The company has four main segments and according to the 2015 financials the segments showed a growth of 61% in revenues. The general merchandise showed least growth of 5.26% presenting the need to focus on the needs of the customers in each segment. "Younger Millennials, thus far, have shown dramatically lower interest in riding motorcycles than have prior generations," wrote David Beckel, an industry analyst for AllianceBernstein, a New York-based investment firm, in a report on Harley-Davidson (Reed 2017). Although HD has not tapped into this segment fully their efforts to rejuvenate this market are well underway, HARLEY-DAVIDSON MILWAUKEE 8 Product, Place/Distribution, Promotion, and Price Strategies Creating a Brand Image 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 (Taylor, 2009). It also assists in the management of the efforts of the design that are important in the management of change in the company. Maintaining Brand Image The maintenance of the brand image involves the focus on the company values that create its identifying with the needs of the consumers. Through positioning in the market HD has navigated through the different mishaps that have taken place in the organization. The quality of the motorcycles helps in creating the maintenance of the brand and this helps in the discovery of the needs of the different segments. Promising “a new base of style, comfort and performance,” Harley said the bikes represent a new generation of “factory custom cruisers” (Fleming 2017). The motor clothes segment of the company for example looks at the increase of the sales and the maintenance of the brand image. The drop of the revenues in 2016 by $100 million creates the need to focus on the diversification of the segments and the company has allocated a budget of $20 million towards marketing of the products (Agnihotri, 2013). Branding Concerns HARLEY-DAVIDSON MILWAUKEE 9 In building the superiority of HD, the company has made various efforts to focus on the engagement with the various segments that aid in branding. 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 helped in the managing the different changes and thus helps in increasing the loyalty of the consumers towards the brand. Some who are generally pleased with Mr. Trump said he was wrong to bully the motorcycle maker merely for trying to make a profit, but they remained loyal to him nonetheless. “You’ve got to take it with a grain of salt. He’s hot one day and he’s cold the next,” Bill Schaner, an electrical supply salesman from North Dakota who has owned seven Harley bikes, said of the president. “If they’re going to make bikes in Europe and sell them in Europe, let them go. We’ll take the bikes made in America” (Rappeport 2017) With the focus on the competition that arises in the market, intensity of building the brand continues to increase. The ideas in revamping of the brand include the implementation of light motorcycles that weigh 500 pounds with a capacity of 500cc. The base-level would be $10,000 helping in increasing the competition of the brands and within the operational budgets. Promotion/Integrated Marketing Communication 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. The Harley Davidson case study by Schouten and McAlexander ([ 58] ) provides insights on instances where HARLEY-DAVIDSON MILWAUKEE 10 ownership is an explicit condition for affiliation to a socially structured, hierarchically ordered brand community. (Catulli, Cook &Porter 2017) It encourages the constant interaction with the customers helping to achieve the goal in gaining a market share in the market. The expected return from the integrated marketing communication is a return of 16.2% and this will help in focusing on increase in sales projecting the sales to $1.53 billion per year. The increase in the income is through relationship creation with the customers (Agnihotri, 2013). Advertising Strategy/Objectives 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 the management of the changes that is important towards the application of the various perceptions of the brand. The advertising strategy helps in the attraction of the new customers as the investors complain of the customer base consisting of the old generation. Research shows the company continues to make 30% increased profits year on year and this creates the need to open a new market that will focus on the needs of the millennial. Push and Pull 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 HARLEY-DAVIDSON MILWAUKEE 11 consumers and the presentation of the brand. It encourages the building of relationships with the community and makes the buying experience of a luxury item more personable. Media Strategy The media strategies is important as it helps in focusing on the role of the business in meeting the demands of the market. There is concentration on the change that focuses on the implementation of strategies that consumers identify with for the psychological aspect of purchasing a product. 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). One of HD’s campaigns was to offer 24- hour test rides, the agency created an ad on social media sequence where a man wakes up with a Harley. Young filmmakers were invited to view the film online and where challenged to show how the film begins. This approach created innovation and a personal connection with the consumer. The use of HD’s digital marketing campaign will prove very beneficial as things ebb and flow with the current government. Advertising Execution 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 (Keller, 2016). 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. Partnering with other brands such as the discovery channel in the advertising has helped in increasing the execution of the advertisements through signage and using of bottles helping to focus on the positioning of the brand (Taylor, 2009). The total budget allocated towards creation of the brand appeal is $40 million having used almost $40.3 million in HARLEY-DAVIDSON MILWAUKEE 12 2012. The projection of the budget is to assist in the execution plans towards creation of brand identity (Agnihotri, 2013). Public Relations/Strategies 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 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. Measurement of Customer Loyalty and Retention In the measurement of customer loyalty and retention, there is analysis of their perception of the brand. Harley Davidson continually focuses on the audits of the customer experiences and this helps in the assessment of the loyalty of the customers and the assessment of the products that they continue to use. Research of the audit shows that there are customers that stayed with the company when the quality of the products were poor and were indifferent to the services that the company provided. The value of the company is recognized and where there is enhancement of dialogue the loyalty base continues to increase. (Prevot & Der-Ming, 2011), identifies that the platform the company uses in increasing the performance of the brand has helped in taking the company through different phases improving identity of the brand. It helps in increasing the loyalty and the retention of the customers. Where are your peer-reviewed sources?! T, This paper shows significant improvement. Thank you. HARLEY-DAVIDSON MILWAUKEE 13 You may now want to consider looking at your previous weeks’ work and back-filling any errors in order to avoid any missteps when drafting your Final Marketing Plan utilizing the Pegasus format template. Please note comments below this References list and ensure compliance going forward. 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 Catulli, M., Cook, M., & Potter, S. (2017). Product Service Systems Users and Harley Davidson Riders: The Importance of Consumer Identity in the Diffusion of Sustainable Consumption Solutions. Journal of Industrial Ecology, 21(5), 1370–1379. https://doiorg.contentproxy.phoenix.edu/10.1111/jiec.12518 Fleming, C. (2017). Harley-davidson cruises into 2018 with new models Keller, K. (2016). Marketing Management. Retrieved from https://phoenix.vitalsource.com/#/books/9781323299838/cfi/6/2!/4/12/44/2@0:0 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 HARLEY-DAVIDSON MILWAUKEE 14 Rappeport, A. (2018). Trump’s war with harley-davidson has divided America’s bikers. Reed, R. (2017). Harley-davidson on a bumpy ride with motorcycle-averse millennials. 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? Where are your peer-reviewed sources?! Same comment as all previous weeks!? Apparently you’re missing 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 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. Going forward, please identify peer reviewed sources with this notation at the end of each References page citation: [Peer Reviewed]. For example: 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? [Peer Reviewed]
MKT/571 CRIB SHEET TEMPLATE FOR WEEK SIX FINAL MARKETING PLAN 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) Final Marketing Plan Integrate, as a data bank, the building-block elements of the previous weeks' sections, including any corrections and suggestions from the instructor's weekly feedback, into a single comprehensive well-written plan. The Final Marketing Plan should be a minimum of 5,000 words and include the following: • Incorporate Understanding Target Markets (Week 2) • Incorporate Promotion and the Product Life Cycle (Week 3) • Incorporate Price and Channel Strategy (Week 4) • Incorporate Marketing Communication and Brand Strategy (Week 5) • Incorporate Executive Summary, Legal, Social and Ethical Considerations (Week 6) Must use "Sample Marketing Plan: Pegasus Sports International," from Kotler text Chapter 2 pages 61 - 65. This should be used to correctly format your final Marketing Plan. Each of the numerical headings and identifiers should be utilized in the exact order, and precisely as shown, followed by the unique content appropriate for your plan. Include all references from the previous weeks' individual assignments in your marketing plan. 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) Must use "Sample Marketing Plan: Pegasus Sports International," from Kotler text Chapter 2 pages 61 - 65. This should be used to correctly format your final Marketing Plan. Each of the numerical headings and identifiers should be utilized in the exact order, and precisely as shown, followed by the unique content appropriate for your plan. Your response The Final Marketing Plan drafted precisely as instructed above.

Tutor Answer

Professorjuliette
School: New York University

...

flag Report DMCA
Review

Anonymous
Thanks for the help.

Similar Questions
Hot Questions
Related Tags

Brown University





1271 Tutors

California Institute of Technology




2131 Tutors

Carnegie Mellon University




982 Tutors

Columbia University





1256 Tutors

Dartmouth University





2113 Tutors

Emory University





2279 Tutors

Harvard University





599 Tutors

Massachusetts Institute of Technology



2319 Tutors

New York University





1645 Tutors

Notre Dam University





1911 Tutors

Oklahoma University





2122 Tutors

Pennsylvania State University





932 Tutors

Princeton University





1211 Tutors

Stanford University





983 Tutors

University of California





1282 Tutors

Oxford University





123 Tutors

Yale University





2325 Tutors