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.
저작권 관련 사항 정보 및 게시물 내용의 진실성에 대하여 레포트샵은 보증하지 아니하 며, 해당 정보 및 게시물의 저작권과 기타 법적 책임은 자료 등록자에게 있습니다. 위 정보 및 게시물 내용의 불법적 이용, 무단 전재·배포는 금지됩니다. 저작권침해, 명예훼손 등 분쟁요소 발견시 고객 센터에 신고해 주시기 바랍니다.