Professional Documents
Culture Documents
Environment:
Economic Conditions and Trends:
INDUSTRY
Objectives:
• Financial Conditions:
The Company has been blooming for the past years since
1997 even though the company has been through a lot. By having
a 17% increase of over 1997 and gross profits of $ 104.5 million in
the previous year, the company had a 74% increase of firm value
on 1198.
• Organization Culture:
Strengths:
Weaknesses:
ALTERNATIVES
The main problem has mainly focus on positioning and promotion. We
think the best step to an alternative solution (1) is to concentrate on promoting
and producing motorcycles that are eco –friendly or more on a simple approach
like producing small motorcycles. This Product can be a great risk in innovating
products for the company but it would surely be appealing to people in Europe
and Asia since they are more interested on small inexpensive motorcycles. (2)
They can also establish factory facilities in these regions (near Europe and Asia)
to cover much needed demand in these regions in this way they picture out what
the locals need since they are more in contact with them. (3) They can establish
good relationship with retailers in these regions to further ease up and accurately
distribute their products. (4) They can establish events such as bike shows to
showcase further their new products and if ever the small motorcycles are in
production the local will have their first look. In this way consumers will be
knowledgeable to Harley’s product line. In the field of spare parts and
accessories
Promotion may not be enough but it can be an effective way to strengthen that
would be ideal for brand loyalty. (5) They can promote promos like in every
purchase of a Harley motorcycle they will have free Harley-Davison spare parts
and accessories. (6) H.O.G members can also be ideal retailers for spare parts
and accessories by this way their friends and families can be more exposed to
what a Harley-Davison product quality means.
Recommendations:
Base on the alternatives, since price is an issue the company can
create promos that could give much exposure to what Harley products is, ex. In
free Harley Davidson spare parts and accessories in every purchase of Harley
motorcycles. H.O.G can be great retailers for these products since they establish
a loyal tie to the corporation that would convert consumers from the pricing issue,
to the great quality Harley-Davidson products offer. The Company should also
focus on positioning and promotion by creating eco-friendly products positioning
can be covered in Europe and Asia since people are more interested in small
motorcycles.
MK321 STRATEGIC MARKETING
Submitted by:
Bacon, Duane
Bacharpa, Jian Carloe
Gonzales, Jomai
Jo, Yumi
Submitted to:
Mr. Roberto Testa