Harley-Davidson

Type :

Presentation

Pages :

5 pages

Format :

.doc

Published date :

01/16/2009

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Summary :

 
 

Table of Contents Harley-Davidson Table of Contents

 
  1. Introduction.
  2. Harley-Davidson's values and products.
    1. The heart of Harley-Davidson's business.
    2. Employee involvement.
    3. Products.
  3. Marketing strategy: Image advertising.
    1. Sponsorship.
    2. Partnership.
    3. Racing department.
    4. Policemen and GI's
    5. Cultural fame.
    6. Donations.
  4. Marketing strategy: Relation to the customers.
    1. A personalized motorcycle.
    2. The Harley 'Spirit'.
    3. www.harley-davidson.com
  5. Conclusion.

Abstract

The harley-davidson brand was created in 1903 by William S. harley and the davidson brothers. At the beginning, harley-davidson was built to be race motorcycles. As soon as 1907, the brand won several races, which allowed for the recognition from both professionals and customers. harley-davidson is one of the most famous brands of bikes, with a strong image, built during its entire story. Despite the economic ups and downs of the harley-davidson company's history, like the Great Depression in 1929, the brand is still alive. Today the harley-davidson Company is composed of harley-davidson Motorcycle, harley-davidson Financial Services and Buell Motorcycle. The brand is present in 60 countries with more than 1300 retailers. In the first part, we will speak about harley-davidson's values and products to understand well the development of the brand.
The two part will be about the marketing strategy: first, image advertising and then relation to the customer.

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