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Communications Plan: Harley Davidson in India - Case Study Example

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"Communications Plan: Harley Davidson in India" paper focuses on Harley-Davidson's which aims to expand its distribution to Asia. Geographically, India is a peninsula and inter-state travel is done mostly by land, thus the opportunity for export vehicles to be patronized by the local market…
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Communications Plan: Harley Davidson in India
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Download file to see previous pages Harley-Davidson has attained record global revenue growth for 19 consecutive years, the latest at 17.40% (Harley-Davidson, Inc. 2007). Furthermore, it owns a 16% market share in Japan, 10% in Europe and 38% in Australia.

Harley-Davidson has, so far, been successful with its Marketing Mix. Positioning its brand as part of the American culture, it has firmly established a cult following due to images of heritage, tradition, and mystique. It was able to sell its units solely relying on the image that the brand has managed to build up after decades of influencing the choices of the American motorcycle enthusiast. It lives up to the kind of passion it embodies and continues to attract people with similar perceptions and desires.

In India, Harley Davidson is attempting to bring in the big bikes, crossing not only geographic boundaries but cultural differences as well. Since 2006, HD executives have been looking at bringing into this country their signature bikes. India, being one of the world’s largest growth countries, promises great sales opportunities to importers. However, economic and environmental issues need to be addressed. Concerns regarding India’s high tariffs on imported products must be overcome. Furthermore, with India’s existing regulating policies regarding vehicle emission, Harley-Davidson must have a sense of eco-efficiency to gain acceptance by the regulatory bodies.

Market-wise, India is basically a scooter market until the commercial flourish of big bikes in the 90s. Although Royal Enfield has been producing big bikes indigenously since the 1950s, commercial interest in big motorcycles peaked when this company merged with the Eicher group in the 90s, followed by enormous improvements in the technology and design of the products. Since then, the bikes have become part of the domain of the hardcore enthusiast, a prized possession of the rebellious college student and have become known as the Harley-Davidson of India. ...Download file to see next pagesRead More
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