executive summary
Harley-Davidson is a well-known, American motorcycle manufacturer that was founded in Milwaukee, Wisconsin in 1903 by William S. Harley and Arther Davidson. The Harley brand is popular for heavyweight motorcycles and its large community of loyal Harley riders. In addition to motorcycles, Harley produces a variety of gear with its iconic colors orange and black, as well hosting many events to support its Harley Owners Group (HOG) members. While Harley-Davidson is popular among those thirty-five and up, major competitors such as Sazuki and Kawasaki have a huge market share advantage with the younger target of twenty-five to thirty-four. To lessen the gap in the younger generation, Harley-Davidson has come out with sportier and sleeker motorcycle bikes. In addition to these product improvements, we will focus on a new marketing and advertising campaign to expand into that younger audience.
Our overall goal is to increase the sales of Harley Davidson Motorcycles in the age group of men twenty-five to thirty-four year old men by 8% by the second quarter of 2014. We will do this by choosing media that this target uses more frequently and by repositioning the Harley brand as something suitable and 'cool' for the younger crowd. Currently, Harley does offer a variety of media usage, but we want to redistribute the amount of funding and energy in the various media. First it's important to understand what we're currently doing and what the Harley brand stands for. We've got to know where we're at right now in the market and what we've been doing that's worked so far. Then, we must look at our competitors and understand why they are being bought by this younger target more than Harley motorcycles. It's important to understand what they're doing differently to have this advantage. Only after thoroughly understanding these aspects, can we make an effective marketing campaign.
Our overall goal is to increase the sales of Harley Davidson Motorcycles in the age group of men twenty-five to thirty-four year old men by 8% by the second quarter of 2014. We will do this by choosing media that this target uses more frequently and by repositioning the Harley brand as something suitable and 'cool' for the younger crowd. Currently, Harley does offer a variety of media usage, but we want to redistribute the amount of funding and energy in the various media. First it's important to understand what we're currently doing and what the Harley brand stands for. We've got to know where we're at right now in the market and what we've been doing that's worked so far. Then, we must look at our competitors and understand why they are being bought by this younger target more than Harley motorcycles. It's important to understand what they're doing differently to have this advantage. Only after thoroughly understanding these aspects, can we make an effective marketing campaign.