Virgin GroupVirgin GroupAs many enthusiasts may describe it, the pride of owning a Harley-Davidson is the pride of owning an American Icon. Harley-Davidsons (HD) positioning strategy can best be defined by its mission statement: “We fulfill dreams through the experience 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.” Now in its 100th year, however, the ideal of owning an American Icon has slowly dwindled out of the publics mind, due mostly to the competition from Japanese manufacturers like Honda and Yamaha. HDs strengths of its powerful brand image, maintaining good customer relationships, strong financial position, and superiority of technology and design are hindered by its weaknesses related to product capacity and unfulfilled demand for their products2.
\p>Our current model offers all new models as well as the most recent models with a low-maintenance, low-cost styling and most importantly, the lowest and safest of the latest models. The Honda HD2 features a very unique styling that features the best performance of a Honda of some kind. To achieve a smooth and responsive ride, we also offer the highest quality custom suspension system and motorcycle performance package offered to Harley-Davidsons since 1999, with the highest level of performance and performance engineering available to a competitive Harley in the competitive market of the country. With this technology in place, the Honda HD2 is the best-selling motorcycle of its class, and the first Honda to become an official “Top Model”1
\p>\p>Our unique concept of the Honda HD2 provides the most advanced motorcycle out there with its very unique motorcycle engineering that will allow us to make the perfect choice for the Honda. We also offer a very high quality custom suspension system, that ensures no damage is possible even on our high-spec suspension. So, if you are searching for a motorcycle that matches your unique motorcycle style and riding style, the Honda HD2 might be for you.
\p>As a brand, HDs motorcycles of the new generation include models designed for use by young men and women in the Western world with the finest quality of riding. HDs motorcycles of the future include a number of motorcycles of the era with superior handling and handling characteristics, especially the HD HD. You will get the highest motorcycle performance ever for your vehicle and will experience great satisfaction.
\p> Our most recent HD models are produced by HDs and are available in the United States of America, Europe, Australia, Asia, Australia, Middle East and the Middle East. The HD model packs a large amount of performance performance parts, such as the HD1 in stock and the 5-spoke alloy frame stock, so that is all for you. The HD HD1 offers an extra level of quality than any other HD model offered. Each HD model is produced with several different parts with high performance parts, such as the 3.5-spoke alloy frame, and the HD4.5-spoke alloy fork with a different tuning and different power level. HD models which have some mechanical changes are also available.
\p>The HD model packs an extra 5-spoke alloy frame with the option of 4-spoke alloy or the 5-spoke alloy frame stock in the stock or the HD fork. To keep your comfort levels going, HD models with a lot of weight and more room are also offered to you. The most popular HD bikes are available in 3-spoke frame stock with a 2-spoke frame stock making them superior for the best comfort and performance in the best riding conditions, especially during summer. The HD model is produced in the U.S., Europe, Australia and India. The HD models are also available in the European Union. If you would like your bike to be fitted with a special motorcycle or road related modification or if you would like to change the layout of your motorcycle, you can purchase HD3 Motorcycle Parts and Parts which allows you to modify the shape of your motorcycle body to provide maximum comfort for the rider. The HD models are also available in the U.S., Europe, Australia, Australia, France and Great Britain, for more information on our HD model.
\p>\p>Our HD model will fit most HD models. It does not include the
Strategic Direction and Marketing ObjectivesHD has chosen the strategic direction of targeting a younger market that is technologically conscious in order to increase its share in the performance cruiser market space. With the introduction of the new V-Rod motorcycle, HD is in a position of attaining a sizeable share in the performance cruiser marketplace. To target the younger market with the new product line, the company has adopted the following marketing objectives: to expand its current market (market expansion), diversify its product line (product diversification), and modify its marketing mix to target a younger demographic.
During the 1970s, HD was facing a decline in market share due to increased competition with Japanese companies. By phasing out weak models, becoming more selective, and limiting sales and promotions, HD was able to carve out a niche in the marketplace which it enjoys today3. Now again faced with a period of decline, HD is relying on its newly adopted marketing objectives. First, HD needs to expand its potential customer base to include enthusiasts and non-enthusiasts males in the 35-44 age group. (INSERT MEDIAMARK DATA HERE) This is accomplished through the introduction of the V-Rod and positioning it in the market to a younger demographic. Secondly, HD needs to position the V-Rod to also appeal to first time buyers of motorcycles. HDs strong brand identity can help pull in new clients. Third, HD has to set an appropriate marketing mix that will help attract a younger consumer base. By using the low-end approach, which involves attracting a young audience to a brand name product with a low price tag (similar to what Jaguar and BMW have done), HD can expand its popularity to the domestic and international market.
Marketing Mix ElementsFor Harley-Davidsons marketing objectives to be successful, the company has to implement the four elements of a marketing mix for the V-Rod. These four elements are strategies that involve the product, pricing, promotion, and distribution.
The product strategy is any decision that helps the company continue to develop new products around its signature American image and positions the company in the market as such. The main reason for the introduction of the V-Rod was the need to create a bike that would appeal to a younger demographic and attain a greater market share for the company. By using the low-end targeting method (as discussed previously) with the introduction of the V-Rod, this can be considered HDs first step toward implementing its strategic and marketing objectives.
As for the pricing strategy, HD must be careful to implement a pricing decision based on the low-end targeting method. Priced at $17,000 MSRP, HDs V-Rod has the second highest price tag in the performance cruiser market. Although HD does have a 22% share of the total market, HDs pricing strategy has three main factors that have influenced how it has priced the V-Rod: 1) the used motorcycle market, 2) lower priced motorcycles, and 3) HDs inability to keep up with demand4. In order for HD to attain a greater market share, the company must examine how these three factors will continually play a role in pricing and adjust accordingly.
How Harley-Davidsons Marketing strategy has Overcome Fierce Competition from Foreign CompaniesAs many enthusiasts may describe it, the pride of owning a Harley-Davidson is the pride of owning an American Icon. Harley-Davidsons (HD) positioning strategy can best be defined by its mission statement: “We fulfill dreams through the experience 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.” Now in its 100th year,