Harley

1. How did Harley-Davidson segment the market? How would you describe the segment (of consumers) targeted by Harley-Davidson?

The Harley Davidson brand is an example of effective marketing in which the company has segment their brand in such a distinctive way that it has set itself apart from other competitors in the market. They have achieved this differentiated status through using a multiple segmentation bases which includes mainly demographic segmentation, psychographic segmentation as well as geographical segmentation.

Harley Davidson motorcycles are priced above the industry average, with bikes typically ranging from $14,000 to $18,000, whereas other Japanese motorcycle brands that have been introduced into the market were priced at a lower and more affordable level. The common sports bike which would usually feature a smaller engine would be sold at approximately $10,000 or less. This difference in price made it harder for riders who don’t have as high of a budget to invest in a Harley Davidson motorcycle. This is especially true for the younger generation of riders who do not have the same funds for leisurely activities as middle-aged motorcyclists do. The brand thus targeted a higher-income person who appreciates the luxury of a heavier Harley Davidson motorcycle as well as the older generation of individuals who have a greater budget for leisurely activities such as riding. The brand itself emits a certain “rough” ideology that is segmented more toward the male demographic; although in more recent years they have cultivated the interest among women through their group “The Ladies of Harley”. Their previous market, before the introduction of their female-friendly motorcycling group as well as their more family-oriented line of motorcycles, emanated strong demographical segmentation.

The Harley Davidson brand can be described to this day as “tough”, “rugged” and “rebellious”, which is a strong contrast to Honda’s brand whose tagline was “You meet the...