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Strategy for Harley-Davidson
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Business Marketing Case Study research papers
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A 4 page paper examining alternatives open to this motorcycle manufacturer after making a strong comeback during the 1980s and 1990s. After rectifying its quality issues, gaining control of costs and winning back the solid core of customers, Harley's task was to expand the breadth of the Harley faithful, and in socioeconomic levels that could afford the price of the bikes. While searching for just the "right" market segment, the aging baby boomers – at the height of their earning capacity; past the point of needing to "prove" anything in their careers; and with increasing amounts of leisure time – came into view. It has been this segment of the market that has been of greatest value to Harley-Davidson in recent years. This segment will continue to be important for several years into the new century, but Harley will need to develop younger customers as well. Bibliography lists 6 sources.
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Pages:
4
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Filename:CC6_KSmgmtHarley.rtf |
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Paper Title:
Strategy for Harley-Davidson
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