Marketing Plan Harley-Davidson Dyna Street Bob Research Paper

Marketing Plan Harley-Davidson Dyna passageway Bob - Research Paper ExampleIt is acknowledged by reader that knowledge to be provide in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or usage of same by reader may cause serious harm or damage to ______________. Upon request, this archive is to be immediately returned to ________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not evince an offering of securities. ... Over the long time, the firm has met numerous challenges as well as successes. Currently, Harley-Davidson has a number of cycles knowing and targeted at different demographic groups. Among these is the Dyna Street Bob which is a sporting motorbike targeted at the younger generations. This product is intended to bring mod marketing orientation in the market. This is because although it is targeted at the young passel in general, it is also targeted at women as a new market. More women are becoming more than interested in motor-biking and this is a new market which Harley-Davidson should use for to expand its market share of the motorbike market. As Taylor (para 1) says, Harley-Davidson has been accused of not targeting new markets and this will be an opportunity to look at the new market. 2.0 Situational Analysis In 1907 William Harley and Arthur Davidson incorporated the Harley-Davidson Motorcycle Company. AMF acquired the company in 1969 and nearly tripled production in the hobby 4 years. Increased production led to poorly performing products, which led to Honda gaining market segment and in the end a buyout of AMF in 1981 by Vaughn Beals and a group of other HD managers. Over the next 20 years HD incorporated lean operating principles, acquired rival companies effectively circularizeing new niche markets and survived an instance of a pr imary lender refusing to advance further cash. In 1997 a former Honda manager, Berryman, revamped HDs supply range of a function management system to further reduce waste. Subsequently a focus was placed on products that would open up more niche markets and help move HD away from their typical target demographic. Today HD realizes increase profits and revenues from these changes, but also faces