Harley-Davidson Marketing Plan

Paper Summary:

The paper outlines the background and history of the Harley-Davidson company and their current intention to increase the participation of women in the female section of HOGs and to increase sales of the Sportster models to women. The paper addresses the advertising and promotion of the motorcycle by exploring the target audience, marketing considerations, the message, budget, markets as well as including a SWOT analysis.

Outline:
Introduction
Background
Current Situation
Target Audience
Marketing Considerations
Message
Budget
SWOT Analysis
Markets

From the Paper:

"The Harley-Davidson made motorcycle has the leading position in the market and sustains its reputation as the motorcycle of choice for motorcycle riders. That reputation has been linked largely with male riders, and indeed males are the largest group interested in purchasing motorcycles by far. The company now seeks to expand its customer base by attracted more females to motorcycle riding and wants to do this by finding ways to appeal to potential female riders. The reputation of the motorcycle to date has been tied to macho attitudes coupled with ideas about personal freedom and the traditional lure of the open road. Many men are drawn to these attitudes and images and see motorcycle riding as a way of fulfilling the need. The question now raised is what would attract women to this activity and what sort of media campaign can be mounted to attract more women to motorcycles."

Sample of Sources Used:

• Bennett, P.D. (1988). Dictionary of Marketing Terms. Chicago: American Marketing Association.
• Dalrymple, D.J. & Parsons, L.J. (1986). Marketing Management: Strategy and Cases. New York: John Wiley & Sons.
• Hostetler, J.S. (2002). Women and Motorcycles. University of Illinois.
• Peter, J.P. & Olson, J.C. (1990). Consumer Behavior and Marketing Strategy. Boston: Irwin.
• Piirto, R. (1990, December). Measuring Minds in the 1990s. American Demographics, 30-35.

More papers on Harley-Davidson Marketing Plan:

• Business Plan # 92615 : "Harley-Davidson Business Analysis"
• Term Paper # 92159 : "Harley Davidson"
• Business Plan # 62195 : "Strategic Plan for Harley-Davidson, Inc."

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