Strategic Marketing of Harley Davidson Case Study

Strategic Marketing of Harley Davidson - Case Study Example here(predicate) it looks at hoe the fellowship was started back in the year 1903. Then it looks at the development of the phoner finishedout the entire twentieth Century. It then looks at all the strategies that have been applied by the company following a fall that the company was on the verge of facing. (Smith, 2003) This was started by the kind of products offered by the telephoner. This was through the introduction of a number of products that were designed to appeal to the youthful market. Some of these include multi coloured locomote vehicles, improvement of accessories in heavy weight motorbikes, sale of accessories individually, biker clothes like jeans and t-shirts with the company logo. Most recently, the smart set has introduced a bike that has a better engine than all the other models.The Company too focus on improvement of its distribution mechanism through the employment of different dealers. It held u p talks that could jock dealers to improve their service provisions. It also sold many of its accessories using Alternate retail outlets.Pricing was a big part of their strategy too. The Company did not focus on price reductions but quite advocated for the purchase of motorcycles whose prices matched their quality. This was also backed up by discount offers for customers who bought small motorcycles and then traded them in for new ones. (Smith, 2003) Lastly, the company did a lot of promotions ranging from advertisements in newspapers where their catch phrase was related to the American free spirit. They also used their website to advertise and sell their items and placed inserts in magazines that depicted female bikers. All the above changes were authoritative in making the Company a success in the US motor vehicle fabrication. This was seen when the Company was called the most Nostalgic Company in biking in 2007. Strength of Harley Davidson current positionIntroductionStands for -Harley Davidson represents the Sir ca-ca of the two founders of the Company back in 1903. These were Arthur Davidson and William Harvey. They started work on motorvehicles at a tender bestride in the privacy of their own homes. They continue with this work until a small positionory was formed. This factory grew and by the time it was 1907, they had already acquired become incorporated. (Smith, 2003)Market-The Harley Davidson Company has its market in the US. This can be deduced form demographics studies and the fact that their brand focuses on the American spirit. However, most of the clients are male. In the year 2006 statistics showed that 88% of H-D buyers were male while the stay percentage was female. It also showed that in the year 2006, most of the buyers were between the ages of forty three and forty seven. The mediocre income earned by these customers was 82,000 dollars as of last year. Their market consists of buyers who use motorcycles for their pastime activitie s. This was the reason why it was necessary to use advertisements that were mainly recreational.Positioning map and perception- the Company has earned its place in the US motorvehicle industry due to the fact that it creates a feeling of nostalgia in its buyers. This is mostly due to the fact that the image of its models resembles some classy motorvehicles used back in the 1960s. It has also gained a reputation for having top of the range engines in its bikes. The Company has also established itself in the American