Marketing Plan: Harley Davidson to millennial males in the midwestern states

The final submission should be a comprehensive plan for the new product launched within an existing brand/company. It should include ALL components from the first three parts as well as additional, supported and researched information related to the implementation of the plan.

Marketing presentations will be created and presented to the class as part of your final grade. The presentation should be a summary of your final plan. You are required to provide a visual presentation aid (i.e. PowerPoint, Prezi, charts, graphs, images, etc.). The visual presentation aid should help you present and summarize your main points from your plan. Be Creative—this is Marketing! You will present your visual presentation to the “Marketing Team” (the class) and the “Administrative Team” (me)


Harley Davidson SWOT Analysis

As discussed in a previous assignment, Harley Davidson sparked my interest for this project. A SWOT analysis is a great way to scale what you’re in for. I spent a bit of time reading articles, watching videos, and visiting with some people who own motorcycles to figure out what I was up against with the task at hand.

Strengths: Harley Davidson is an established brand with storefronts across the world. They are set up for assembling complete bikes in York, Pennsylvania with multiple parts being manufactured worldwide. Harley Davidson has an extensive product line that spans from the motorcycles you see on roads to children’s toys see at home.

Weaknesses: Harley Davidson has seen a rapid decrease in sales for several years that have averaged 4% yearly. They also have seen an increase in manufacturing costs that have driven the average price up and revenues down. On top of all that, Harley Davidsons are known for being high maintenance motorcycles that have become “shop friendly” and not “consumer friendly”. An increase in sales could allow for manufacturing to be completed in America and promote Harley to give more in depth maintenance lessons for their products.

Opportunity: Harley Davidson appealed to their target market for years. The image of a Harley Davidson rider can be seen in a lot of people’s minds. I believe there is a large portion of the market that they are missing. An untapped resource, if you will. Jochen Zeitz was appointed as the new CEO to Harley Davidson. He arrives with an extensive background in marketing and understands the importance of finding a segmented, yet collective market.

Threats: There are several other motorcycle manufactures in United States. They are competitive in price point and have better track records for low maintenance. None of them however are as iconic as Harley Davidson and they don’t hold their value like the classic Harley.

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