28 Jun Strategic Marketing – Describe Harley Davidson’s traditional
Question
Strategic Marketing
(1) Briefly describe Harley Davidson’s traditional targeting and positioning strategy. Do NOT include definitions of target market, positioning or segmentation. Do NOT quote or paraphrase from the Harley Davidson website. H-D’s history, founding date and mission are not relevant: just answer the questions here.
(2) How does Harley have to change its targeting and positioning strategies to reach women? Give some examples from the article and make at least 2 suggestions of your own. For instance, what TV shows and magazines might Harley choose for advertising? Why? What ‘women’s’ magazines might be appropriate?
(3) If Harley aggressively targets women, should the company experience a backlash from ‘males’ and from its current buyers?
(4) A ballet company once teamed up with Harley for a promotion. Harley was a sponsor because the company found that demographics (and some psychographics) for Harley buyers were actually quite similar to those of ballet patrons. Are you be surprised? Why or why not?
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