할리데이비슨 마케팅전략(영문)에 대한 자료입니다.
1. Brief History of Harley-Davidson
2. SWOT Analysis
3. Marketing Strategy
4. STP Analysis
5. Marketing Purposes
6. Marketing Mix
7. Factors of success
Harley-Davidson is now a multi national company but started from little more than a dream. The founding members were not to know that in 100 years it would become not just a motorcycle but a lifestyle.
From a start in 1901 with a single cylinder motorcycle, to the formation of the Harley-Davidson company in 1903 the trip to today has beeneventful and not without pitfalls, in fact the company only just survived on more than one occasion. Namely 1933 when their sales dropped to a 20 year low and then the influx of imports from Europe and Japan in the 60-70`s, bikes that were faster, cheaper and more reliable than the Harley. But survive they did even with a drop in market share of big bike sales from 80% of the market in 1960 to a low of 20% in 1980. The formation of HOG (Harley Owners Group) in 1983 was a master stroke and has allowed a much closer relationship between the manufacturer and the owner. Not only does this creates brand loyalty but allows the company to keep in touch with bike owners.
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