Harley-Davidson’s marketing strategies are primarily focused on providing a personalized experience to its customers to allow them to connect with the brand .
The company’s ‘More Roads to Harley – Davidson ‘ strategy is planning to leverage its brand and deeper consumer insights to bolster the existing growth catalysts of new products, broader access, and stronger dealers. The initiative is expected to generate “more than $1 billion” in annual revenue in 2022.
Harley’s current target market is Caucasian males over the age of 35+. Moreover, its customer base is primarily 45-60 year old Caucasian males. Harley Davidson opened dealerships in strategic international markets as well. As of 2013, 29% of its revenues were obtained from international sales.
Market Share Gains in the U.S. While Industry Sales Decline 31, 2017 /PRNewswire/ — Harley – Davidson , Inc. (NYSE:HOG) fourth quarter 2016 diluted EPS increased 22.7 percent to $0.27 compared to $0.22 in the same period of 2015.
HOG chapters offer to their members a feeling of belonging, camaraderie, confidence, and identity. And, in turn, they give to the brand a strong sense of loyalty. HOG members spend upward of 30 percent more money on their bikes, gear, and branded goods than other Harley -Davidson owners.
What Harleys Do They Actually Ride ? (Get Your answers!) Harley -Davidson Dyna. Harley -Davidson Dyna Super Glide. Harley -Davidson Dyna Super Glide Sport. Harley -Davidson Dyna Street Bob. Harley -Davidson Road King. Harley -Davidson Road Glide.
Harley-Davidson applies differentiation as its main generic strategy for competitive advantage. Unique product features are the main point in this generic strategy. For example , Harley-Davidson popularized the chopper motorcycle style through unique customization.
The dominant personality trait of the Harley – Davidson brand is that it is a rebel. This rebellious attitude is then therefore fixated on freedom (freedom from both mainstream values and freedom to travel anywhere you want, whenever you want).
The Harley – Davidson company is made up of multiple business units, its corporate strategy focused on decisions which can increase sales and allow the company to gain competitive advantage by maximizing the potential of their core competencies and the resources both financial and non-financial.
The Milwaukee-based motorcycle maker on Tuesday posted a quarterly loss and said sales fell by 27%, reflecting reduced spending by consumers and a production outage caused by the coronavirus pandemic. Shares fell 7.6% to $27.04 in midday trading.
Harley davidson top competitors include: Triumph Motorcycles , Yamaha , Ducati , Viper Motorcycle, Ultra Motorcycles, EBR, Polaris Industries , BMW Group, ROKON and KMC.
Harley – Davidson skids to a $92 million loss ; bike lineup being trimmed. With its motorcycle sales dealt a blow by the pandemic, Harley – Davidson Inc. on Tuesday said it lost money in the recent fiscal quarter and that it was narrowing its product lineup and exiting some foreign markets.
Milwaukee-based Harley – Davidson Inc. spent nearly $388 million on advertising and research and development last year, an increase of $52 million from 2018, according to securities filings.
|Production output||241,498 units (2017)|
|Revenue||US$5.647 billion (2017)|
|Operating income||US$891 million (2017)|