History
Harley Davidson was founded in 1903 in Milwaukee, Wisconsin by William S. Harley, Arthur Davidson, Walter Davidson, and William A. Davidson. The company sells heavyweight motorcycles designed for cruising on highways. Harley-Davidson motorcycles have a distinctive design and exhaust note. They are especially noted for the tradition of heavy customization that gave rise to the chopper style of motorcycle.
Harley-Davidson established the Harley Owners Group aka HOG in 1983 to build on the strong loyalty and fraternity of Harley-Davidson enthusiasts as a means to promote not just a consumer product, but a lifestyle.
HOG benefits include organized group rides, exclusive products and product discounts, insurance premium discounts, and the Hog Tales newsletter. A one year full membership is included with the purchase of a new, unregistered Harley-Davidson. HOG members typically spend 30% more than other Harley owners, on such items as clothing and Harley-Davidson-sponsored events.
Harley-Davidson established the Harley Owners Group aka HOG in 1983 to build on the strong loyalty and fraternity of Harley-Davidson enthusiasts as a means to promote not just a consumer product, but a lifestyle.
HOG benefits include organized group rides, exclusive products and product discounts, insurance premium discounts, and the Hog Tales newsletter. A one year full membership is included with the purchase of a new, unregistered Harley-Davidson. HOG members typically spend 30% more than other Harley owners, on such items as clothing and Harley-Davidson-sponsored events.
SWOT analysis
Strengths: consistently one of America’s most recognized brands, holds 45% share in the big cruiser bike market, markets a lifestyle and not just a motorcycle, top growing stocks, consistently produces good quality products
Weaknesses: target audience keeps getting older, Harley’s have a distinctive look to them that younger audiences view as unappealing and ‘old,’ retail sales have decreased in the past year by 10-28%, competitors hold 92% market share of the younger audience, stereotypes of 'biker-dudes' and those who ride motorcycles, certain geographic regions are restricted markets because of weather conditions for riding a motorcycle
Opportunities: market to younger generation, product placement, competitors rarely use radio for advertising
Threats: competitor prices and design, audience not liking Harley's design, people not being able to change their stereotypes of those who ride motorcycles
Weaknesses: target audience keeps getting older, Harley’s have a distinctive look to them that younger audiences view as unappealing and ‘old,’ retail sales have decreased in the past year by 10-28%, competitors hold 92% market share of the younger audience, stereotypes of 'biker-dudes' and those who ride motorcycles, certain geographic regions are restricted markets because of weather conditions for riding a motorcycle
Opportunities: market to younger generation, product placement, competitors rarely use radio for advertising
Threats: competitor prices and design, audience not liking Harley's design, people not being able to change their stereotypes of those who ride motorcycles
Media Analysis
Currently, Harley Davidson's most popular media for advertising are the following:
Medium Dollars $(000)
Magazines : 3383.2
Cable TV : 1563.6
US Internet : 1323.6
Network TV : 1125.8
National Newspapers : 1024.6
Network Radio : 443.1
Outdoor : 395.1
Medium Dollars $(000)
Magazines : 3383.2
Cable TV : 1563.6
US Internet : 1323.6
Network TV : 1125.8
National Newspapers : 1024.6
Network Radio : 443.1
Outdoor : 395.1