Harley-Davidson has pursued the concept of creating and maintaining relationships with customers to a surprising degree, making it an integral part of their business model, with great success. It is more than just a motorbike that the company offers its customers; instead…
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s world-famous as an American icon, offering an extremely wide range of Harley-Davidson branded products, including both practical and stylish clothing as well as accessories and merchandise.
One way that Harley-Davidson connects with its customers is through the Harley owners club. This is supported financially by the company and is the largest club of its type in the world. The presence and activity of the club serves as a way of advertising and connecting both owners of Harley’s and those who see them with the brand. The club gives a large feeling of comradeship and connectedness to those who ride together even though they are often strangers. The club gives the opportunity for members of the company to interact with customers on a face-to-face basis, as well as for the customers to interact with one another.
The brand is not the only way that Harley-Davidson builds customer relationships. Another way is through value. Value is an important part of any customer-business relationship, the customer needs to know that what they are buying is worth the money, and that it will last. Harvey-Davidson promotes the concept of value for their motorbike. Their advertising campaigns often focus on the durability and the image of the motorbike, showing a rider driving past just after showing a boat or another vehicle type breaking.
2. A value proposition relates to the concept that the product is of higher value than competing products in the same market. Value can be described as the benefits derived from the product minus the cost, where the cost also includes the risk. When it comes to owning a Harley, the costs can include costs of running, storing and maintaining the bike, however these are similar if not identical costs as for competing companies. The company focuses on ensuring that their bikes are of good quality, and that they do not require excessive repairs, as a consequence not requiring as much cost in this area. However, this is not their main focus in
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(Video Case Harley-Daivdson Study Example | Topics and Well Written Essays - 500 Words)
“Video Case Harley-Daivdson Study Example | Topics and Well Written Essays - 500 Words”, n.d. https://studentshare.org/marketing/1580482-video-case-harley-daivdson.
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