Download file to see previous pages...
The global market consumers consider all the factors while purchasing the motorbikes because the motorbikes in most of the countries are used by means of transport or the consumers who does not afford the cost of maintaining car:
The motorbike industry of US is different from the international market because the US consumers do not use the motorbikes by means of transport. So US consumers do not consider all the above factors except superior quality.
Every country has its own economic conditions that are different from the other country. In motorbike industry of under developing countries the consumers consider these factors: cheap in cost, average in quality, fuel efficient and spare parts available at cheap prices. And in the developed countries the focus of the consumers on superior quality, innovative features and designs etc. the economic conditions of a country creates a big difference in the consumer preferences.
2.1-The motorbike industry is growing very fast for the last two decades and now the total number of motorbikes in the world is around 200 million. It’s a very huge market with a huge growth every year. Many bug multinational entering in this fast growing market because in the under developing countries motorbikes is used as a means of transport and in developed countries it is used with a broad perception. Harley Davidson associates its brand image with life style of customers. Its market is increasing because today’s consumer associate it self with the product’s characteristics to build its personal image as a products image. This trend makes the market of Harley Davidson more effective and appealing.
Harley Davidson is most selling motorbike brand in US market and containing a highest market share in the US motorbike industry. The sales and the market share of Harley Davidson in the US motorbike industry
...Download file to see next pagesRead More
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.
The essence of benchmarking is to compare firm performance with model companies to derive their best practices and employ them in a manner that enhances the benchmarking firm’s competitiveness. This study sought to employ that approach by first establishing the issues surrounding HD’s strategic goals.
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.