Harley-Davidson Corporation- Marketing Plan Paper. This essay discusses how Harley-Davidson's marketing strategy has overcome fierce competition from foreign companies.

As many enthusiasts may describe it, the pride of owning a Harley-Davidson is the pride of owning an American Icon. Harley-Davidsons (HD) positioning strategy can best be delimitate by its mission statement: We fulfill dreams through the cognise of motorcycling- by providing to motorcyclists and to the general public an have a fiting line of motorcycles, and branded harvest-festivals and serve in selected marketplace segments. Now in its 100th year, however, the perfection of owning an American Icon has slowly dwindled out of the publics mind, due mostly to the competition from Nipponese manufacturers like Honda and Yamaha. HDs strengths of its powerful brand image, maintaining good customer relationships, toughened financial position, and superiority of technology and design are hindered by its weaknesses related to product capacity and unfulfilled demand for their products2.

Strategic guardianship and Marketing Objectives

HD has chosen the strategic direction of targeting a jr. market that is technologically conscious in order to profit its share in the performance cruiser market space. With the access of the new V-Rod motorcycle, HD is in a position of attaining a goodish share in the performance cruiser marketplace.



To target the younger market with the new product line, the company has adopted the followers marketing objectives: to expand its current market (market expansion), diversify its product line (product diversification), and modify its marketing mix to target a younger demographic.

During the 1970s, HD was facing a decline in market share due to increased competition with Japanese companies. By phasing out weak models, becoming more selective, and limiting gross sales and promotions, HD was able to carve out a niche in the marketplace which it enjoys today3. Now again faced with a stop of decline, HD is relying on its newly adopted marketing objectives. First, HD needs to expand its potential customer base to...

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