Harley Case 3

1. (12 pts) Use the concepts assessed on market segmentation as a reference, as well as this student samplePreview the document from the cell phone industry, for formatting guidance.

After reviewing the above, create your own marketing segmentation grid. Within this grid identify and describe:

Four key target markets for the motorcycle industry.
The segments on any combination of segmentation variables, including:
Demographics
Lifestyle
Usage
Geographic location
And others
OPTIONAL You can also include lifestyle (psychographic) segmentation variables such as the VALS model. If you like, take the VALS survey (Links to an external site.) from Strategic Business Insights to see what category you fall into.

After the first part of the assignment is completed, perform the following analysis steps.

2. (6 pts) Draw a perceptual map for Harley-Davidson and 3 competitors using the following downloadable template, and follow the instructions within the Excel spreadsheet. If you would like further information about using perceptual maps in Excel, please see the walk-thru (Links to an external site.) provided by Perceptual Maps.

3. (6 pts) Identify and justify a potential target market that Harley-Davidson could pursue.

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