I am researching about Competitive Advantage of Harley Davidson, and I wrote som
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Question
I am researching about Competitive Advantage of Harley Davidson, and I wrote some information about it.
Please add more information in detail.
Harley-Davidson's take on strategic planning for competitive advantage has helped the company increase its global market alongside it's already expanding U.S market increasing revenue and popularity overseas. Focusing on its brand loyalist's alongside it's one of a kind Harley-Davidson experience.
Harley-Davidson has recently turned to what most would consider an unconventional marketing plan known as " crowdsourcing", which includes outsourcing marketing tasks to a group of undefined respondents versus an employee or corporation. Thus relying on its own customers to handle the marketing. Harley-Davidson has reached out to Victor & Spoils a Colorado based agency whose focus is crowdsourcing. Through this partnership Harley Davidson who up to now relied on single agency-based marketing will gather ideas from thousands of it's brand followers, who will ultimately decide its marketing direction. A step they are hoping will give them competitive advantage and continuous growth.
Explanation / Answer
Harley Davidson is a leading American heavyweight motorcycle manufacturer and an iconic brand widely known for its loyal followings. It has 120 years of experience with 6500+ employees worldwide and is leading the high-end motorcycles segment worldwide due to its rich design and innovative marketing strategies.
Brand Tagline: “American by birth, Rebel by choice.”
Target audience: The company has a core customer of Caucasian males Age 35+, but after the financial crises, it started to focus on Younger Demographic and new riders with smaller bikes and advance technology.
Marketing mix of Harley Davidson
Product: Harley Davidson bikes always have a WOW factor associated with them and are known as “mean machines” with uniquely benchmarked shapes and designs. It aims at heavy built bikes, with a reliable engine, which gives both power and trademark pounding sound which in a way is also its personality. The other trademark is its customized designs as per the biker, and all the models are Unique to Harley Davidson only.
Price: Harley Davidson has always been an ultra-premium priced product for the motorcycle segment, and it makes no excuses for the same. A lot of premium positioning is attributed to its price and has helped to position it as a premium brand in the minds of the customer.
Place: An ideal place is where the customer is; this motto is being highly publicised and followed by Harley Davidson. It has achieved massive exposure due to promotions and media with the passage of time that has resulted in fantastic brand equity leading to extensive demand globally. The brand has two major production unit outside America, i.e., in India and Brazil which is a major “Placement.” They have a selective distribution strategy, and the showrooms are found in premium locations only.
Promotions: The promotion function of Harley Davidson has always been very strategically designed and unconventional, which has maintained its class. It has taken out its campaigns in a very crafty manner through movies and television series. It has promoted rallies, bike ride tours, cross country marathon for Harley Davidson owners and introducing HOG (Harley-DavidsonOwner’s Groups) culture, which has enticed new customers, and promoted loyalty among current owners. Because of the strong product portfolio, Harley-Davidson does not believe in generalizing itself and therefore advertises only in the top of the line magazines, hoardings, and print media vehicles. With such brand elements, it is hard not to become a top brand in the market.
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