Harley Davidson Essay
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The video case “Harley Davidson: More Than Just a Motorcycle” briefly explains how the company Harley Davidson, was able to reshape, recreate and expand their products while also encouraging, enlightening, and mentoring both female and male customers at the same time for the past 100 years. The Harley-Davidson company creates and designs motorcycles fit for any and everybody. Although the company uses special marketing variables in trying to reach a specific target market, they do not limit their products nor reject any other customers outside of that specific target market.
Using psychographic variables, advertising in certain locations is an example of how Harley-Davidson reaches out to their target market. Psychographic segmentation variables mainly concentrate on its customers according to their personal attributes, motive, and lifestyle. The company also markets their magazines to both women and men; people overall who happen to be very independent and active individuals. With motorcycling being a hobby more so for a male, Harley-Davidson specifically establishes a way to show females who are also into riding motorcycles that they are too accepted into the bond for the open road.
To show this, Harley-Davidson hires women in their establishments since women customers do often feel undermined and intimidated by male employees when in search of a new motorcycle. Events all over the nation are also held for the female motorcyclists where they are educated and mentored on the ways of Harley-Davidson and the road. The term quality has been used to differentiate products today in the Harley-Davidson company for years. It is one of the main factors this company has been using to satisfy the needs of both old and new customers.
Quality is not only the distinctive characteristic, property, or attribute of a product, but it also benefits and satisfies the customers’ wishes. Sustaining and keeping up with the various products and the quality of them keeps customers certain that they are content with what they are paying for. Harley-Davidson carries on with the constant quality in their products to maintain the reputation and principles of the company itself. The company is well known for their popular heavyweight, chopper style design. Their motorcycles are fit for all purposes such as traveling long distances or just for the fun of being on the open road.
These Harley-Davidson products all show liberation for the customers as well as giving ease and guaranteeing their safety. When it comes to the satisfying the customers, quality is kept constant within its products at the highest level it can be along with applying its products with the best premium quality. Harley-Davidson uses customer service to differentiate their products in a manner that emotionally connects the customers to their products while fulfilling their wants and needs through the impeccable quality of their products.
The company’s mission is to instill a sense of freedom and liberation through their products so that they and their customers can build a lifetime relationship. To improve this, hiring female employees within their establishments happen to make women feel confident and positive when interested in purchasing and riding motorcycles. Harley-Davidson even has mentoring courses specifically for women in which old women riders encourage and give new women riders the confidence to ride safely on the open road.
The company uses courses like this so all women riders can bond, teach and inform each other on the different wear and products to use when riding and inspire others to become a mentor by being positive and helpful. This course is very helpful to the women riders because it builds their self-confidence while also introducing to the many new women riders the different products Harley-Davidson hold, aside from their competition, and the quality their products hold.
The Harley-Davidson Museum holds a great amount of influence on how consumers may perceive the company and their products. The museum exhibits motorcycles from when they were first built by the masterminds behind it all, William Harley and Arthur Davidson. Exhibiting bikes that go as far as the beginning of the 19th century show consumers how far they have come along and evolved to what they are today. The Harley-Davidson museum also gives consumers hands-on experiences and interactive workshops that can help turn consumers into Harley-Davidson customers and riders.
It is the place where people would go and would want to learn more about Harley-Davidson, their products, history, and brand. Harley-Davidson and their product mix show a good example of an impressive marketing strategy that can easily attract any and everybody that would be interested in riding a motorcycle. Unlike any other motorcycle company, Harley-Davidson ventured out and made a huge variety of products of excellent quality fit for anyone and everyone, including pets!