Harley Davidson for Products and Financial - myassignmenthelp

Question: Discuss about theHarley Davidson for Products and Financial Services. Answer: Introduction The current assignment focuses on the North American based heavy based motorcycles company. The company divided its services into different components such as the motorcycle, related products and financial services. The assignment discusses about the challenges faced by the Harley Davidson Company in the marketing and promotion of its products from the ageing baby boomers Synopsis of case The Harley Davidson Company established itself publicly in 1986 in the North American market and catered to a narrowly targeted segment of middle aged men. However, the company recognized that for the purpose of expanding the sales, the company need to target new target segment of customers. The objectives of the company were divided into two main components such as: 1. Designing quality based reliable products, 2. providing highly customised and stylish end products to the customers ("2017 Harley-Davidson Motorcycles | Harley-Davidson India", 2017). One of the main challenges that Harley Davidson faced was in the marketing of its products. As argued by Roese et al. (2017), the company faced one of the major challenges in the areas of generating sufficient interest in the products of the brand in a target population other the traditional audiences targeted by the company. As commented by McAlexander et al. ( 2016), one of the main target audiences of the Harley and Davidson company were the ageing US boomers, who due to their age lost their interest in the fast riding vehicles and motor bikes. Application of relevant theories or concepts A number concepts and theories were applied by the Hartley and Davidson for coping with the challenges faced in the sales and promotion of the motorcycle and relatable products. Restructuring product The Harley and Davidson group undertook a number of restructuring initiatives with a goal of reducing production costs and maximizing efficiencies. The company focussed upon reducing the huge vrooming sounds generated at the start of the vehicle ("2017 Harley-Davidson Motorcycles | Harley-Davidson India", 2017). As commented by Palepu Lane (2014), the same was seen as an eco-friendly move by both the aging baby boomers and the new age target segment. Diversity and inclusion The company believed in promoting the concept of diversity and promotion with a view of catering to the different requirements of a wide section of customer groups. As commented by Carraher (2014), the measures were implemented by the company to remove any particular biases arising by serving a particular group of community. Recommendations In order to enhance the sale of the company a number of alternate strategies or marketing options were used such as production of more environmentally sound products along with maintaining high standards of accurate advertising strategies. Additionally, launching cost effective products by in sourcing of the raw materials could help in attributing to the causes of the target segments. Conclusion The target segment considered the riding of motor vehicles could without safety gears could be hazardous. The industry believed that such myths could propagate a wrong picture of the Harley Davidson in the motorcycling industry apart from limiting the sales of the company. Therefore by bringing about a paradigm in the product sales and marketing the situation of fix of the company can be overcome. References 2017 Harley-Davidson Motorcycles | Harley-Davidson India. (2017). Harley-Davidson. Retrieved 21 September 2017, from https://www.harley-davidson.com/en_IN/Motorcycles/motorcycles.html Carraher, S. M. (2014). Consumer behavior, online communities, collaboration, IFRS, and Tung.Journal of Technology Management in China,9(1). McAlexander, J. H., Koenig, H. F., DuFault, B. (2016). Millennials and Boomers: increasing alumni affinity and intent to give by target market segmentation.International Journal of Nonprofit and Voluntary Sector Marketing,21(2), 82-95. Palepu, K., Lane, D. (2014). Harley-Davidson in India (A). Roese, N. J., Roese, N. J., Kompella, M., Kompella, M. (2017). Harley-Davidson: Chasing a New Generation of Customers.Kellogg School of Management Cases, 1-12.