assignment 07

BM350 Marketing Management

Directions: Be sure to make an electronic copy ofyour answer before submitting it to AshworthCollege for grading. Unless otherwise stated, answer in complete sentences, and be sure to usecorrect English spelling and grammar. Sources must be cited in APA format. Your response should be a minimum of one (1) single-spaced pageto amaximum of two (2) pages in length; refer to the "Assignment Format"page for specific format requirements.

Case 11: harleydavidson.com and the Global Motorcycle Industry (pp. 354-358)

This case discusses the success of Harley-Davidson and reviews its global position in 1998. It discusses the company's initiatives that continued a thirteen-year record of growth in revenues and earnings. The company had a phenomenal 74 percent increase in the value of the firm in 1998 alone. It offers market share and sales information for global competitors in three regions, North America, Europe, and Asia/Pacific, and briefly discusses the product offerings of competitors including BMW, Honda, Kawasaki, Suzuki, and Yamaha.

The case has been kept relatively short since the Web sites for Harley and its competitors contain abundant additional information. The major objective of the case is to get you to visit these Web sites, compare them, and evaluate them as strategic marketing tools

Questions

1. Why is the Internet a particularly good promotion medium for Harley-Davidson? Discuss at least three (3) reasons. (55 points)

2. What different roles could Harley-Davidson’s Web site play for Harley owners, for people shopping for a motorcycle, and for people just interested in motorcycles in general? (45 points)

3.

This is the end of Assignment 07.

  1. First question

The internet is a particularly good promotional tool for Harley Davidson because they not only market their motorcycles, but you can choose or design the very motorcycle you want right there on the web site. They have a section for women who are in the market for motorcycles and other options for marketing items. Motorcycle lessons, as well as clothing items and accessories are easily found with the Harley Davidson brand. And best of all, the website markets the “fantasy” of Harley Davidson, like just walking into a dealership never could.

For almost everyone, a motorcycle is a luxury item that takes a lot of thought before a purchase. It takes a lot of shopping and thinking and sizing up the purchase. A person can sit at the computer in his or her own home and take as much time as necessary to look at the merchandise and make the decision. It makes people uncomfortable sometimes to be at a dealership asking about options, prices, and so on when they make a large purchase. This takes away the discomfort of that part of the sale.

Harley dealerships might not be close by enough to get the “browsers” and the “just lookers” but if someone studies the website and is interested enough, he will make the drive to the dealership. The dealer then does not have to depend on the very local traffic only, or the few that have already made the decision. You can be attracting customers hundreds of miles away if they just find the website.

For owners, the Harley Davidson website allows them to feel a part of the experience, not to mention purchase accessories, or even another bike for a family member or themselves. There is even a “Club” for Harley Owners that the owners can join online

For those just interested in motorcycles in general, the website sells “the brand” and gives so much information that it would answer hundreds of questions that probably a dealer could not even answer. Every option is there; every bike.