8. Other Elements of the Marketing Mix
             Harley Davidson manufactures 4 classes of motorcycles: 1) Standard
             2) Performance 3) Touring 4) Custom
             The Standard model is the basic Harley Davidson due to its limited features and relatively low costs. Performance is one step above the Standard Model with better acceleration and handling. Touring is a comfortable motorcycle used for long journeys. The Custom bike is a personalized and unique one.
             Harley Davidson's prices range from $5,350 to $18,500. Although there is a broad price difference between the models the product can be classified as an exclusive product due to its distribution system and price.
             We believe the purchase of a Harley Davidson is a high involvement product due to such considerations as price, image, opportunity cost, availability and fashion. Existing Harley Davidson owners possess some of the following salient beliefs: freedom, adventure, social scene, and power.
             Harley Davidson has been a market leader in the U.S. since 1903. Over the decades Harley has developed a strong and recognisable brand worldwide. In the late 1990's Harley saw a decrease in market share, which lead them to reduce their costs, improve quality a took a strategic approach to purchase.
             Based on the given documentation Harley - Davidson's existing market in the U.S. is mainly males (91%) with an average income of $ 75,000. The majority of these individuals have higher education. Harley Davidson should take into account the following needs and wants of its customers:
             Harley Davidson customers are accustomed to waiting for lengthy periods of time, sometimes up to a year between their order and the delivery time. "If Harley- Davidson has a problem, it's with supply, not demand. Devoted customers sometimes wait more than a year for a new bike depending on the model." While this maybe acceptable for some, life styles are moving much more rapidly...