Orgnization design class - Essay Example

Switching consumers from older to younger generation The Harley-Davidson company’s strategies and investments attempt to reach and impress all age-groups, ethics, and nationalities. More than 35 percent of years 2009 to 2013 sales went to the international market. However, according to recent marketing research reports, the better part of the motorcycle company consumers are above the age of 50. Furthermore, the company’s sales have been drastically declining over time. The company’s failure to appeal the digital age has been blamed for the current trend (Baskin, p.1). As such, the young consumers provides a promising lasting opportunity for the Harley Davidson motorcycle company as they retain their older generation of consumers.

The essay proposes a number of ways the organization can use to switch their consumer to the younger generation from the old. Further, it provides the reasons and benefits of shifting their brand position. The world’s statistics support that the young people make up the largest portion of the world’s population. As such for any marketer, in the motorcycle industry, the young people should be key target population. The young population consists a significant portion of the markets. Compared to the older population, there are a number of strategies that the marketers ought to articulate differently to reach out and attract the young population.

First, the digital age is a technologically knowledgeable. The information and communications industry are fully appreciated by the young population hence the most effective marketing method. Social media is among the top most effective platform of reaching out to the young persons from the age of 15 to 34. The age group is within the age bracket of potential consumers. As such, the company’s marketing strategy should exploit the social media platforms available such as Facebook, Tweeter, and Myspace.

The mobile phone is part of most young people’s lives. It is the easiest way of impressing the young people (Venzke, 29). Another approach is developing models that are appealing that are appealing to the young generation. The company’s current models have majorly attracted old people and mainly men. Therefore, the new brands should have the young males and females in mind. For this to successful, the young generation specialist should be deeply involved in this strategy. Clearly, such are the only person who is aware of what the young people want.

They will help deliver what is appealing to the target population. The employees should be the company’s greatest asset. They will help the company understand the young generation’s perspective. Their ideas will be converted to a brand that fits the population (Rust, Lemon, and Zeithaml, 59). There are number advantages of attracting the younger population. First, according to past studies the company has been recording declining sales for the last few years. Further market research also indicates that the more than 30 percent of the company’s market is more than 50 years old.

Such is an aging population that is no guarantee in the long-term considering that it is aging off. However, reaching out switching to the young population increases the volume of sales since such is a new market. Secondly, compared to the old population, the young population offer a lasting solution and for over a long time (Rust, Lemon, and Zeithaml, 57).Work citedBaskin, Jonathan. "Harley-Davidson will be a case history in social branding." (2013): Web. 11 Apr. 2015. . Rust, Roland T., Katherine N.

Lemon, and Valarie A. Zenithal. "Return on Marketing: Using Customer Equity to Focus Marketing Strategy." Journal of Marketing (2004): 54-59. Print.Venzke, Sven. "Social Media Marketing." Datenschutz Und Datensicherheit - Dud (2011): 24-33. Print.