This research analyzes a brand community of Harley Davidson. In this analysis, the author will give a short overview of the main characteristics of a brand community and justify how the chosen community has these characteristics…
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This research will begin with the statement that brand community for Harley Davidson is the Harley Davidson riders. Whenever one thinks of Harley Davidson, the first thing come in the mind is, of course, the bike but alongside they probably may think of an open desert highway with open jacket and boots and an exhaust rumbling that could make a jet engine meek. The bike stands for individuality, freedom, and rebelliousness. And these qualities are reflected on a Harley Davidson rider. The brand community which will form part of the report is Harley Davidson Owners Group. It is a community which was started in 1983, a web-based community. This community is supported financially by Harley Davidson.The club has more than million members around the world. The members of the Harley Davidson owners group tend to be a little different. It has a heritage of the early 1903 and it has been associated with loners and rebels. The motorcycle is referred as personal expression. The Harley Davidson riders are not just buying a machine which is faster, bigger and powerful but they are buying a lifestyle. The bike is all about brotherhood and self-expression, hanging out with friends and traveling easy. Subcultures of consumption are distinct and it is a homogeneous group who are formed for a particular set of consumption or activities. Harley Davidson motorcycle owners form such a group of subculture. Four main phenomena of Harley subculture were presented. Harley owners are stylish and technological advanced in motorcycle equipment and their clothing. They exhibit a subculture of an extraordinary commitment which is usually not unique to a biker’s subculture. One of the heritages of Harley is the grass root innovation. Harley in modern days continues to have an intimate relationship with its riders through its activities in rallies and corporate sponsorships. The clothing of Harley Davidson is regarded as hardcore biker’s style. For example, the black leather vest with insignias serves as the uniform of the Harley Owners Group. By 2000 HOG has about 60,000 members.
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32). This strategic approach constitutes both the organization and the community’s perspective on the brand. The exact method that brand identities are constituted and manipulated is a subject of great debate within academic literature. While traditional approaches to branding implemented position statements – this product is better than another product because of these reasons – the contemporary paradigm of branding considers more emotional elements.
ce 1920s has been on the height of studies and researches. The brand has always amazed bike lovers and so as the economic compellers to understand more about company’s real marketing tactics (Scott, 2008). I being the marketing consultant at Harley is going to come up with three years marketing plan and strategy for the company (Scott, 2008).
The earliest Harley Davidson models were on the road and winning races as early as 1913, and by 1920 the brand had already been exported to countries outside the U.S. (HD History Timeline, 2010). The HD bikes are described by enthusiasts as having a unique design and historical legacy that dates back to World War I.
One of the major political aspects that affected the operations of the company in 2002 was the steel tariffs that were implemented during President Bush reign. As a result of the legislations that were protested by EU, the cost of production for the company increased thus reducing the gross profit.
As a company, Harley Davidson has a very high and excess demand for their motorcycles all over the world. Motorcycles are not their only products as they also produce accessories to these motorcycles and also apparels to ride them with. They also have a very interactive website that provides their niche of customers (who are mostly those above the average income earners) with important visual information about their products (Harley Davidson, n.d., 1).
The purpose is to present reasons whether Ducati should follow the strategies of Harley Davidson or vice versa. This is done by first explaining the business strategies of the two companies separately. Then a suitable explanation is produced to determine the feasibility of adoption of the strategies of both companies.
From the analysis of the company’s own strengths and weaknesses, as well as the opportunities and threats to the motorcycle industry at large and the heavy motorbike segment in particular, it has been suggested that the best way forward for Harley- Davidson at this juncture is to expand overseas in emerging economies like China and India.
# 1 Talon, a proprietary dealer management system, handles inventory, vehicle registration, warranties and point of sale transactions in all Harley-Davidson dealerships. Talon aids in performing time-saving tasks such as checking dealer inventory and generating parts orders, as well as allowing the company to review and analyze information globally.
Harley Davidson is a premier brand in the motorcycle industry and has a market share of approx. 55% in US and 25% in other parts of the world. In 2005, HDI shipped 329,017 Harley-Davidson brand motorcycles, up from 317,289 in 2004. In addition, HDI manufactures and sells Buell motorcycles, of which HDI shipped 11,166 units in 2005, up from 9,857 in 2004.