Harley Davidson
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
They focus on producing only when ordered. The demand has always been greater than the supply. One of the major issues of conflict results from the amount of time it takes from the time of order to delivery. is mainly males (91%) with an average income of $ 75,000. The majority of these individuals have higher education. Worldwide demand for the company's products continues to grow. Competitors In the US market Harley Davidson's main competitors are:· Honda· Suzuki· Kawasaki· YamahaSegmentationHDI succeeds in reaching a wide and diverse audience, although it may seem that there marketing strategies are focused on a particular group. Question 2Channel conflict arises when the behavior of a channel member is in opposition to its channel counterpart. Harley has continued to improve all parts of its operations. Who pays this cost? HDI and the dealership may run into conflict due to these issues. After 6 months of these "teasers" HDI should launch an information campaign supplying the market with the relevant information, especially relating to performance bikes, as they are the main movers within Europe (ads with rational appeal). Their consumers are willing to wait for long periods of time for their Harley purchases to be delivered. Those suppliers that are not delivering quality products on time should be eliminated and a win-win philosophy should be implemented with the remaining ones.
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