Harley Davivdson

In: Business and Management

Submitted By romuald90
Words 1318
Pages 6
BMA | Marketing analyze of Harley Davidson entrance into India | [Skriv dokumentets undertitel] |

Mogens Dalsgaard & Kinimo Olivier 26-12-2012 |

Harley Davidson, entrance into India Abstract

This paper will try to analyze, if Harley Davidson has followed the traditional customer driven marketing way by following the path to create customer value and later getting the value back and the behavior of the customers can affect the demand for its bikes.
The value stream is: * Understanding market place and customers need and wants * Designing a customer driven marketing strategy * Construct an integrated marketing strategy that deliver superior value * Build profitable customer relations and create superior customer delight * Capture value from customers to create profits and create customer equity
The factors able to affect the desire of an Indian customer to buy a Harley Davidson are familial and personal.

Marketing process 1.1 Understanding Market place and customer needs and wants Has Harley Davison really done some research about the needs and demand of their particular project? , it is questionable; they have looked into the two wheeler market and seen there is a tremendous demand for two wheelers in India. But a product like Harley Davidson is not a product used to travel from A to B it’s a luxury product meant for the rich people from a certain income groups. According to table xxx in ( ).this income group 220000 $ to 1, 4 Billion $ has been known to buy expensive cars, but will they also buy Harley Davidson bikes? Is there a need or demand for that kind of product that’s the question. In this category properly not because seeing CEO’s on Harleys is not good for their images. But one could argue that the children of these families could have the needs, wants and demands (buying power) for…...

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