Harley Davidson - Marketing Strategies - Essay Example

This study aims to provide a complete marketing plan and strategy for bringing Harley to the UK market segment. The plan is to include marketing principles, tools and models to bring effective outcomes for future market growth and valuation. The study will analyze the segments of environment, market structure, competition and organizations' key functions to comprise a deliberate market plan for the respective three years period. The study will include two parts, the first will have market analysis and the second will have the actual plan to get applied on the market circumstances (Grant, 2004).

Company Profile and Background Harley-Davidson mostly symbolized by H-D is an American-based company, heading forward since the start of the 20th century with Harley Classic Motorbikes. With a strong market share of 10.77 Billion, the brand is on its march in the United States market, a market where the brand took its origin and got recognized from the very first Harley lovers (Leffingwell, 2003). The specialty lies in the Harley heavy-bikes and Harley classic models which are in the esteem of Harley patrons.

It is one of the brands that survived the period of low-quality control and competition from the Japanese rivalries, which shows the corporation’s diversified approach to deal with market challenges (Grant, 2004). A distinctive class like a class of luxury stands out for the upcoming models of Harley motorbikes. This shows that there is a strong commitment that Harley customers show to Harley products and services (Grant, 2004). According to Jim Ziemer (Former President at Harley Davidson Inc), “It is a unique brand that is built on personal relationships and deep connections with customers, unmatched riding experiences, and proud history” (Qumer & Purkayastha, 2012).

It is in the trend and culture of Harley Davidson that they have been producing designer-based luxury bikes. In Harley’s models there is an exclusivity of the heavyweight, cruiser, touring and custom motorbikes, which are always overwhelming and astonishing for luxury bike lovers. With heavy design attributes, Harley has been able to inspire the motorbike brand industry, as the designs are enough to amaze and surprise the motorbike branders (Leffingwell, 2003). The design includes heavy customization, which has become Harley’s attraction point for selling its new brand models.

No matter where Harley has been intruding like in Argentina, Aruba, Germany, Australia, Chile, China, or Costa rice, their heavyweight design attribute has been the trademark to lead out the brand on diversified markets (Walker & Broughton, 2010). It is one culture that started from classic Harleys (early 20th century) and then transferred to second and third generations of Harley Davidson motorbikes (Scott, 2008). With the rise, there has been falling too which Harley experienced in its business journey.