and customers may not be willing to wait and therefore may choose an alternative brand.
             An increase in computer literacy has given customers a thirst for more knowledge about most products. Harley Davidson motorcycles are an extremely high involvement product and a fairly infrequent purchase; therefore HDI must maximise intentional exposure ensuring that information is easily accessible to assist customers in making this complex decision.
             Harley Davidson's success is affiliated to their high level of technical and customer service.
             Harley Davidson is a world-renowned brand synonymous with quality, freedom and passion. Harley's owner's group mission statement simply says, "To ride and have fun" which sums up the feelings of the majority of the public. Harley has continued to improve all parts of its operations. Worldwide demand for the company's products continues to grow. Harley has achieved this through a pull strategy through the years. The demand has always been greater than the supply. There has been no need for extensive advertisement because the brand sells itself. HDI has managed to maintain high demand through various channels: HOG organise international events, extensive merchandise and through word of mouth.
             Harley Davidson has full control of their product quality, distribution and manufacturing. This extensive control throughout all aspects of the company has gained them a good reputation.
             In the US market Harley Davidson's main competitors are:
             HDI succeeds in reaching a wide and diverse audience, although it may seem that there marketing strategies are focused on a particular group. Due to their broad product range HDI can target many different groups of people. HDI's largest market is the 40+ males as they represent 91% of their customers therefore, this figure has to have been taken into account when segmenting the market.
             Evaluate HDI channel strategy in ...