Harley Case Study

Marketing refers to what an Organization must do to create and exchange value with customers and advertising is the means by which goods or services are promoted to public as well as advertiser’s goal is to increase sales of these goods or services by drawing people’s attention to them and showing them in favorable light so marketing, advertising and communication plays a vital role in organization promoting activities.

The marketing and communication mix changed over a time. In the early 1990, marketing and communication of products promotes through dealer, customer events, magazine and direct mailing advertising and it was expanded to target the general public through magazines and clothes sold in big retailers, to attract customers to visit dealerships. Designer store dealerships were then developed with customer lounges and rider meeting rooms and events were sponsored through the Harley ownership group.

At the present time, marketing and communication policy generally focused on the provision of information, stimulation of demand, differentiating the product or service, underling the product value and regulating sales and it should be promotes through visualization from cinema, web, cell phones, hoarding board and broadcasting such as television and radio.

These activities were successful to promote the image of Harley as the leading manufacturer and also the image of belonging to an exclusive club when on bought a Harley. The results can be seen from following;

* Harley maintained a 46% market share throughout the 90s.

* It increased sales as a result of an expanding market. The expansion was helped by H-D

Promotion activities

* The image of exclusivity was built and enhanced. Owners saw H-D as a part of their identity, and many tattooed the company’s logo on their body

* Sponsorship and participation in rallies and events provided direct feedback to the Company for customer wants and the Company’s focus of listening to its customers is...