Marketing Plan Harley Davidson
Essay by jayanicha • June 20, 2015 • Case Study • 7,376 Words (30 Pages) • 1,750 Views
Assignment Submission Form[pic 1]
Instructions to Students: This document must be attached to your assignment when you hand it in[pic 2]
Student Name : Jayani Perera Student ID No:
Study Centre : AIMS College of Business and Information Technology (Pvt.) Ltd.
Stage (Please indicate)
Graduate Courses:
DBA MBA BBA BBA in IT BScIT[pic 3][pic 4][pic 5][pic 6][pic 7]
Module Title Commercial Awareness & CRM[pic 8]
Assignment Title Marketing Plan Harley Davidson
Tutor Name Sahan Jayawarna
Tutor Grade MBA , MFE
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Tutor Comments: -……………………………………………………………………………………………………………………………………………………………………………………………….
Moderator Name: -……………………… Moderator Grade: - …………………………
Moderator Comments: - ……………………………………………………………………..
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Harley Davidson-UK
Marketing Plan
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Name: Jayani Chamilka Perera
Module Title: Commercial Awareness & CRM
Tutor: Mr. Sahan Jayawarna
Contents
01 EXECUTIVE SUMMARY
02 COMPANY BACKGROUND
03 SWOT ANALYSES
3.1 STREGNTHS
3.2 WEAKNESSES
3.3 THREATS
3.4 OPPORTUNITIES
04 PESTEL ANALYSIS
Chart 0.1 – Pestel Analysis
4.1 POLITICAL
4.2 ECONOMIC
4.3 SOCIAL
4.4 TECHNOLOGICAL
4.5 ENVIRONMENTAL
4.6 LEGAL
05 UK MARKET OVERVIEW
06 PORTER’S FIVE FORCES ANALYSIS
6.1 THREAT OF NEW ENTRY:
6.2 BARGAINING POWER OF CUSTOMERS:
6.3THREAT OF SUBSTITUTION:
6.3 BARGAINING POWER OF SUPPLIERS:
6.4 INTERNAL RIVALRY:
07 COMPETITOR ANALYSIS
08. KEY ORGANIZATIONAL LEARNINGS
09. THE SEGMENTATION, TARGETING AND POSITIONING
9.1 SEGMENTATION
9.2 DEMOGRAPHIC
9.3 GEOGRAPHYCAL
9.4 PSYCHOGRAPHIC
9.5 BEHAVIORAL
10. TARGETING
10.1 B2B Target market
10.2 B2B Strategy
10.3 B2C Target Market
10.4 B2C Strategy - Promote End result and Anticipating Change.
11. POSITIONING
12. OBJECTIVES
13. HARLEY DAVIDSON MARKETING MIX
13.1 PRODUCT
13.2 PRICE
13.3 PLACE
13.4 PROMOTIONS
15. EVALUATION
16 RECOMMENDATIONS
17 REFERENCES
01 EXECUTIVE SUMMARY
Harley Davidson is one of the best motor cycle producers in the world and the largest motorcycle manufacturer in America. Harley Davidson began in Milwaukee in 1903 when two friends, Bill Harley and Arthur Walter Davidson, developed a one cylinder motorcycle. Harley Davidson (HD) grew quickly and they design manufacture and sell heavy touring, custom and performance motorcycles. Currently, the company produces over 28 models of touring and custom motorcycles distributed through a network of 1300 dealerships worldwide. By 1912 Harley Davidson was exporting motorcycles overseas. By 1960 Harley Davidson had begun a gradual decline in US market and the company wanted to make the company profitable again.
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