Harley Davidson

Paper Summary:

The purpose of this paper is to explore the acceptance of the V-Rod by the baby boomers that make up Harley Davidson's cult following. It also examines the acceptance of the classic chopper style rider position by the younger generation. The research is conducted in market research fashion, rather than a traditional academic research fashion. It explores aspects of market segmentation in order to find the true answers.

Outline:
Executive Summary
The Introduction of V-ROD by Harley Davidson
Background
The Problem
Research Design
Objectives
Conclusion

From the Paper:

"Harley Davidson's style is distinguished from its competitors as the mark of a world-class bike. The Harley Davidson bike is easy to recognized not only by its classic look, but from the sound of the engine. One knows that is it a Harley before they even see the bike. These elements have helped to establish the brand image of Harley Davidson and make it one of the most desirable bikes in the world. May have tried to duplicate the Harley, but none have succeeded. Harley Davidson has established its brand at the top of the market. Owning a Harley is more than owning a fine piece of machinery. A Harley has a certain prestige with it as well. Harley's latest creation, the V-ROD broke tradition for Harley Davidson in many ways."

Sample of Sources Used:

• Bach, Sharon and Ken Ostermann, eds. 1993. The Legend Begins: Harley-Davidson Motorcycles, 1903-1969. Harley-Davidson, Inc.
• Billingsley, E. 2002.' Harley Davidson's new V-Rod model revs up interest in New Mexico bike shops while customers await delivery. New Mexico Business Weekly. March 1, 2002. Viewed August 27, 2006. <http://www.bizjournals.com/albuquerque/stories/2002/03/04/story1.html>.
• Bradley, D., Hof, R., Reinhardt, A., Ihlwan, M, Holmes, S., and Capell, K. 2004. 'Cult Brands.' The BusinessWeek. Viewed August 27, 2006 <http://www.liveworld.com/news/articles/articles1.html 2004>.
• Chalmers, R. 'Laser cutting adds style to the newest Harleys Manufacturing Engineering.' Find Articles. Sept. 2002. Viewed August 27, 2006 < http://www.findarticles.com/p/articles/mi_qa3618/is_200209/ai_n9096941>.
• Day, B. 2002. 'H-D's Righteous Rod.' Minnesota Motorcycle Monthly July 2002. Viewed August 27, 2006 <http://www.motorbyte.com/mmm/pages/2002reviews/review50.htm>

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