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Assignment No. 2 On Case knowledge on : HARLEY - DAVIDSONS Submitted by: Sadhna Yadav Date: 21st, Oct 2009 SUMMARY: Schoolmates Arthur Davidson and William S Harley sh ard a estrus for mechanics, especi eachy for wheel engines. Both longed to join the ranks of motorcycle pioneers. By 1901 they had designed four motorcycle engines ready to be fitted into oscillation frames. With time, Harley- Davidson emerged as a cult leaf blade. Harley-Davidson is the leading motorcycle producer in the US with all over 50% market share. H-D depends on innovative products, premium pricing, unique retail environment and experiential and relationship marketing to maintain its location as a cult brand. It enjoys huge brand loyalty. late connected to American culture and look ons, H-D has become a symbol of rugged individualism, liberty and rebellion. H-D has cultivated its image and relationships over a long arrest of time and effectively jailed itself around its customer s using eight-fold marketing techniques. Every touch speckle - the product itself, its diffusion channels, sales, customer service, design, communications and brand extensions - has been attach to enhance the companys brand identity. H-D has historically controlled the demand-supply gap of its products to create a scarcity value for the brand.

With the changing demographic and market scenario, H-D is slowly changing its dodge on all fronts. In 2005, all eyes were handy on H-D as it made the conversion from operating in the unique, high growth, selling environment that it go through in the mid-nineties and early 2000s, to one that is sustainable on an ongoing basis. In recent times, t he scarcity value has fall as a result of ! its aggressive strategy to compare demand and supply. Although the companys efforts to condemn the demand-supply gap are going in the right direction, they are also leading to rising principal inventory and reduced value of pre-owned vehicles. SWOT ANALYSIS STRENGTHS: node loyalty...If you want to get a full essay, order it on our website: OrderEssay.net

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