Marketing Strategies of Harley-Davidson, Inc - Essay Example

The Harley-Davidson Motor Company was incorporated in 1981, and primarily designs manufactures, and sells heavyweight (i.e. engine displacement of 651+cc) touring, custom, and performance motorcycles, and a complete range of motorcycle parts, accessories, clothing and collectibles. It is the only major US-based motorcycle manufacturer and the leading marketer of heavyweight motorcycles. It has had the largest share of the US heavyweight motorcycle market since 1986, in terms of retail sales of new motorcycles.

It markets its products and services through a worldwide network of more than 1,300 dealerships. The principal HD dealership for the entire European region has its headquarters at Oxford Business Park in the UK, and it was incorporated in 1989 (Key Note, 2012). The purpose of this study is to arrive at a strategic marketing plan that would enable Harley-Davidson UK to maintain its market competitiveness and possibly advance its position in the motorcycle manufacturing and retail industry. It shall examine the macro-economic environment of the motorcycle industry in the UK, provide a microeconomic analysis of the industry in the form of a SWOT analysis, and construct perceptual maps of the company before proceeding to specify a marketing mix by which HD-UK may best address its market. 1. Assumptions This market plan aims to provide a forward-looking study into the prospects of Harley Davidson-UK insofar as it caters to the UK motorcycle market.

Inasmuch as the study shall be proposing courses of action which will extend into the future, and therefore be constrained by environmental conditions beyond what can be foreseen at present. Certain assumptions shall therefore be made pursuant to which the following analyses and discussions shall be guided. The global economy shall continue to gradually recover, but no strong growth is expected; Reduced emissions targets to be imposed, as agreed to in the Kyoto Protocol, for the global markets; The UK economy shall continue to be burdened by large budget and trade deficit.

Present trends in tastes and preferences for heavyweight motorcycles remain constant, and It is also important to identify at this point the particular segment of the market which this market analysis shall deal with. Technically, motorcycles are two-wheelers that cover a wide range of specifications, engine designs and capacities. These include low-powered bikes that are more typically referred to as mopeds; also on-road (street legal), racetrack only, and off-road motorcycles (Research and Markets, 2011).

For the purpose of this study, the segment of the market for heavyweight touring, custom, and performance motorcycles, referring to models with an engine displacement of 651cc and higher, shall be the focus of study since it is to this particular market that HD products cater to. 2. Macro-environmental Analysis (PESTLE) Political – The UK adheres to the Westminster system, a strong democratic, parliamentary system of governance that ensures sufficient separation of powers among the executive branch (led by the prime minister), the bicameral legislature, and the judiciary.

The structure also ensures that checks and balances apply. The World Bank avers that the UK is one of the most successful countries in so far as the application of the rule of law, control of corruption, government effectiveness, and regulatory quality are concerned.