But now the tables have turned and Hondas marketing concept has a lot to do with their success and win of the market. What happened in the David VS Goliath clash? And what marketing strategies caused the all time favourite Harley Davidson sink so quickly? Harley-Davidson is an American motorcycle manufacturer. Founded in Milwaukee, Wisconsin, during the first decade of the 20th century, it was one of two major American manufacturers to survive the Great Depression.
The influence of global economic interdependence and the effect of trade practices and agreements for Harley Davidson Motorcycles have changed over the years. Harley Davidson started exporting motorcycles to Japan in 1912 and by 1920 there is more than 2000 dealers in 67 countries worldwide. The Japanese motorcycle industry was launched in 1935 because of Harley Davidson, the blueprints, tools, dies,
Company Background Suzuki Loom Works, a privately owned loom manufacturing company, was founded in 1909 in Hamamatsu, Japan, by Michio Suzuki. In 1952, the company began manufacturing and marketing a 2-cycle, 36 cubic centimeter (cc) motorcycle, which became so popular that in 1954 the company introduced a second motorcycle and changed its name to Suzuki Motor Company, Ltd. (Suzuki). During the late 1950s, lightweight vehicle sales boomed in Japan. Suzuki’s motorcycle business grew, and in 1959 it introduced a lightweight van. The van’s success encouraged Suzuki to develop lightweight cars and trucks.
Key History Henry Ford, with his passion and vision for the automobile industry in 1903 founded Ford Motor Company. Ford is based out of Dearborn, Michigan and first started off in 1899 as Detroit Automobile Company, which unfortunately quickly failed. This failure did not discourage Ford, shortly after the failure of Detroit Automobile, Ford founded the Ford Motor Company on June 16th, 1903 which was and to this day is also based in Dearborn Michigan. Henry Ford in 1908 then introduced to the world the Model T. The Model T was a success due to the affordable price, consistency, and efficient production. This allowed for Ford to sell over 15 million vehicles and make them a major part of the automobile market share.
Central to their strategy was promoting the brand name and they did so well. Harley invested heavily in its image and to increase their involvement in its customers it formed the Harley Owner’s group (HOG) in 1983 which, was to sustain the image of the Harley as well as to create a special community of Harley’s customers. Customer loyalty was reflected in their repurchase and upgrading of Harley products. More than 50% of all customers were those who have already purchased Harley’s products before, while 20% were first-timers. This strategy worked well to stabilize the market shares since early 90s to 2003.
The company also began to use motorcycles to make deliveries instead of doing it completely on foot. The company’s first delivery automobile was the Model T Ford, and with the name “Merchants Parcel Delivery”. This small business began to grow rapidly, and because of its high standard of service the company built a strong reputation throughout the city. In 1916, Charlie Soderstrom joined the company bringing automobiles for company deliveries with him. He also brought the color brown.
Most riders will stick to the market segment that they enjoy, but some riders may transition their market segment as well as their riding style as they age. (A lot of Harley riders will tell you there first motorcycle back in the day was an old Honda.) * An automobile can be considered a substitute product, however more than likely a consumer is looking to purchase a motorcycle because they want a motorcycle, not necessarily because they strictly need transportation and they are looking at all transportation industries. * Competing sellers * The largest force that the sport bike world faces is competition from competing sellers. The appeal of sport bikes and the brands themselves (including Ducati) all came from roots of competitive motorcycle racing.
Few people know that the first vehicle able to transport people or tow heavy loads with the help of a mechanical device drove in France as early as 1769. It was a steam engine driven cart designed and built by Nicolas Joseph Cugnot.It was used for a period of two years by the army as an artillery tractor. Since this "car" was quite impractical it was abandoned and no further development of steam driven cars took place in France. In England however several steam engine driven vehicles were developed between 1800 and 1865. In 1865 the Locomotive Act became active requiring self propelled vehicles on public roads to be preceded by a walking man waving a red flag and blowing a horn.
After a few years, they were ready to sell their first beer to the locals, which they named Fat Tire Amber Ale, in honor of Lebesch’s bike ride through Belgium. They open their business in 1991, with Fat Tire Amber Ale as their signature beer; the acceptance was so big that soon they developed other flavors, with great acceptance also. Today NBB sells more than 700,000 barrels of beer per day, and is sold in 28 states plus the District of Columbia. NBB is a certified B Corporation, which means that they pass the test of positive impact of business on society and the environment, B Corps are certified by the nonprofit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency, passing this certification makes NBB 100% Sustainable. With this in mind we need to ask: what the company is doing environmentally?
for sustainability. Industry Products: Ducati’s products in Hyper-sport, Super-sport, Naked,S port-Touring subsegment products have a great success and they also have limited editions. Also spare parts, accessories and apparels Spare parts availability catalogue went from 10,000 items to 15,000 from 1997 to 2000 Custom-made bike components , high-quality Ducati-branded riding gear “they should emphasis this and can grow like this” “Suggestion” Harley has too, (12 % of total revenue) they should follow them. Outsourcing: policy is aggressive 87 % Majority of its suppliers belonged to the Emilian district “collaborating some firms to form the Engine Technology District” Number of suppliers decreased to be more selective Only short-terms contracts with its suppliers elasticity as the need arose something else But eventually they have to create sustainable models Distribution: First multi-franshising distribution Now new strategy:”taking control of distribution and marketing in strategic markets by establishing ttotally owned sales and marketing subsidiaries .Ducati established subsisieries in Japan,France,Germany,UK and Holland. Not increase geographical reach but improve average quality of the dealers-competent sales force Ducati stores chains They can…grow…..