Marketing Plan Harley Davidson
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Assignment Submission Form[pic 1]Instructions to Students: This document must be attached to your assignment when you hand it in[pic 2] Student Name : Jayani Perera Student ID No:Study Centre : AIMS College of Business and Information Technology (Pvt.) Ltd.Stage (Please indicate)Graduate Courses: DBA MBA BBA BBA in IT BScIT[pic 3][pic 4][pic 5][pic 6][pic 7]Module Title Commercial Awareness & CRM[pic 8]Assignment Title Marketing Plan Harley DavidsonTutor Name Sahan Jayawarna Tutor Grade MBA , MFE[pic 9]Tutor Comments: -……………………………………………………………………………………………………………………………………………………………………………………………….Moderator Name: -……………………… Moderator Grade: – …………………………Moderator Comments: – ……………………………………………………………………..……………………………………………………………………………………………….Harley Davidson-UKMarketing Plan[pic 10]Name: Jayani Chamilka PereraModule Title: Commercial Awareness & CRMTutor: Mr. Sahan JayawarnaContents01 EXECUTIVE SUMMARY 02 COMPANY BACKGROUND 03 SWOT ANALYSES 3.1 STREGNTHS 3.2 WEAKNESSES 3.3 THREATS 3.4 OPPORTUNITIES 04 PESTEL ANALYSIS Chart 0.1 – Pestel Analysis 4.1 POLITICAL 4.2 ECONOMIC 4.3 SOCIAL 4.4 TECHNOLOGICAL 4.5 ENVIRONMENTAL 4.6 LEGAL 05 UK MARKET OVERVIEW 06 PORTER’S FIVE FORCES ANALYSIS 6.1 THREAT OF NEW ENTRY: 6.2 BARGAINING POWER OF CUSTOMERS:
6.3THREAT OF SUBSTITUTION: 6.3 BARGAINING POWER OF SUPPLIERS: 6.4 INTERNAL RIVALRY: 07 COMPETITOR ANALYSIS 08. KEY ORGANIZATIONAL LEARNINGS 09. THE SEGMENTATION, TARGETING AND POSITIONING 9.1 SEGMENTATION 9.2 DEMOGRAPHIC 9.3 GEOGRAPHYCAL 9.4 PSYCHOGRAPHIC 9.5 BEHAVIORAL 10. TARGETING 10.1 B2B Target market 10.2 B2B Strategy 10.3 B2C Target Market 10.4 B2C Strategy – Promote End result and Anticipating Change. 11. POSITIONING 12. OBJECTIVES 13. HARLEY DAVIDSON MARKETING MIX 13.1 PRODUCT 13.2 PRICE 13.3 PLACE 13.4 PROMOTIONS 15. EVALUATION 16 RECOMMENDATIONS 17 REFERENCES 01 EXECUTIVE SUMMARYHarley Davidson is one of the best motor cycle producers in the world and the largest motorcycle manufacturer in America. Harley Davidson began in Milwaukee in 1903 when two friends, Bill Harley and Arthur Walter Davidson, developed a one cylinder motorcycle. Harley Davidson (HD) grew quickly and they design manufacture and sell heavy touring, custom and performance motorcycles. Currently, the company produces over 28 models of touring and custom motorcycles distributed through a network of 1300 dealerships worldwide. By 1912 Harley Davidson was exporting motorcycles overseas. By 1960 Harley Davidson had begun a gradual decline in US market and the company wanted to make the company profitable again.