All Harley Davidson customers Essays

All Harley Davidson customers Essays All Harley Davidson customers Essay All Harley Davidson customers Essay The purpose of this research is to analyze and understand the strategy that Harley Davidson has been using in order to success and overcome its competence like Sukiyaki, Honda, Yamaha and Ducats. Also, the reader will be able to make a competitive force analysis and identify all the strengths, weaknesses, opportunities and threats Harley Davidson could have on a worldwide market. Today, motorcycle industry has been very competitive since each brand has invested a significant amount of money in order to perform their rides and get a better comfort for the selected customers. In addition, motorcycle industry has been studying customers needs so they know exactly where investigate to perform or optimize certain components of the motorcycles to get a better handling and enjoyable trip. All of these specifics aspects have to been analyze by the company in order to be better than the competence. Therefore, the main goal of this paper is to study and understand the strategy Harley Davidson used to success over other brands around the world. Moreover, a SOOT analysis will be perform in this paper, so the reader can identify all the strengths, weaknesses, opportunities and threats can occur in a worldwide market. In 1983, Harley Davidson launched a marketing campaign called supersede in which the company invited people to use a Harley Davidson motorcycle. More than 45 000 potential new clients accepted the invitation, and it was a success because the clients bought a motorcycle during the event. Also, they (the customers) were saying that they were not buying or acquiring Just a new motorcycle; they were buying and experimenting The Harley Davidson experience. Besides, during the event Supersede Harley Davidson was offering a one-year free membership to a local group of motorcycles. The membership was very tentative because the clients were going to received motorcycle news, magazines, insurance, maintenance, hotel discounts, medical assistant, travel assistant, etc. All of these discounts and offers influenced into the customers to take a decision in order to choose to buy a Harley Davidson motorcycle. Another strategy that was used by Harley Davidson was the utilization of its motorcycles on Hollywood movies. How can this be a strategy? First, the people who attached a movie where a Harley Davidson was used get hooked by all the abilities and skills the driver had even though they were special effects or they were not true. Therefore, if a person who wants to buy a motorcycle and he or she were deciding which brand were better, watching that movie made an influence on the decision. Second, the objective of using brands during a movie, in this case Harley Davidson, is a big promotional because a lot of people watch the movie and they will start talk about them after the film. Moreover, one of the principal strategies of Harley Davidson is to increase the tortes in different cities, so the customers or possible future clients can know and drive the motorcycle. For instance, this year, Harley Davidson will open 9 branches in Mexico; these are Tailcoat, Quarter, Merriam, Monterrey, Thereon, Occurrence, Clinical, Immemorial and Tamping. Analyzing these branches, all of the cities are spread around the country, so the people get familiarized with the brand. Being a worldwide company brings a lot of competence around the world. In order opportunities and threats a company might have. Consequently, this research will conduct a SOOT analysis so the reader can analyze and comprehend how Harley Davidson has been doing to success. HARLEY DAVIDSON STRENGTHS In order to detect all of the strengths that Harley Davidson could have considering its competitors, it is necessary a depth analysis and research. The top five most important strengths Harley Davidson could have against its competitors are the following: Harley Davidson Strengths Aggressive Marketing Strategies Customers loyalty Strong financial position Social clubs around the world Reputation The first strength to be discussed is the aggressively of marketing strategies that Harley Davidson has had. The company has been taking advantage of its marketing tragedies to overcome its competitors. The fact that Harley Davidson offered a one- year free membership with different promotions like discounts in different places, different type of assistance, maintenance, etc. As a very good idea to attract the public attention. Second, the loyalty of the public to the brand is a strength that Harley Davidson should take into consideration in order to contrast the competence. Asker (1991) defines brand loyalty as symbolizes a constructive mind set toward brand that leading to constant purchasing of the brand over time. Asker (1991) also a rgues that rand loyalty is an essential element when it comes to evaluate a brand in terms of value because loyalty can generate profit (Severe, Refer, Seek Chon Ling, 2013, p. 125-137). Consequently, Harley Davidson should not be very confidence that the loyalty would help the company always. The company must take into consideration the customers opinion, the feedback, in order to create a better motorcycle and get a better performance on its product. The results provide evidence to indicate that a stronger financial position in a previous year is significantly associated with better safety performance in a bequest year (Britton, Roding A, Coors Thomas, 2010, p. 42-51). Harley Davidson has been in a very good position since the asss due to its reputation and investments. Tricycles, the motor noise (one of the characteristics of the brand), the power or the motor, etc. The last strength that can be mentioned about Harley Davidson could be tat the company is taking care about the quality of the product. According to Quality and Reliability Engineering International, Since 1989, the company has spent approximately $80 million on new product-enhancing equipment. This 90 ,000-sq. Ft. Ant center will enable workers to double the capacity of the old paint facility (Unknown, 1992, p. 308).