The new market was a younger, more hip consumer who wanted cheaper prices, fashionable and relevant motorcycles which fit their lifestyle image and age category. In order to increase sales, Thorr needed to revamp its image and product to cater to a new customer base from a younger generation. Using the simulation, a perceptual map was constructed to generate a successful marketing plan as part of a repositioning campaign. The simulation showed a huge decrease in sales of the Thorr Cruiser Cruiser Thorr 2 and created a marketing plan that would reposition Thorr by launching a new motorcycle and to
Which profits have been up and down for Harley's finical calendar through the years of 2003- 2007. However, the probability comes from the weak dollar amount, where the sales of bikes are falling down the drain. Also, the riders that have always rode are getting on the older side, which then Harley needs to work towards the younger riders. When talking about Europe the market is spiraling upward in the market in other countries, the wants of Harley are in European countries. Harley went bankrupt and they were able to come back with a fight.
Key concerns facing Harley-Davidson's continued growth and financial performance are: 1. Limited availability of motorcycles to consumers 2. Higher cost of ownership 3. Narrowing/aging demographic group 4. Competition from rival companies 5.
An expensive item is more likely to last than one that was madepoorly. In Thorr Motorcycles case, their name is synonymous with quality and reliability. Thorr Motorcycles customers know they are spending their money on an item unlike any other and that will not be able to find from another motorcycle company. While the competition offers similar products at reasonable prices, customers will not be purchasing an item back with years of testing and quality control. Thorr Motorcycles are made to last and are a recognized brand among motorcycle aficionados.
We assume that Tesla’s Model X electric vehicles are still in the introductory stage. People who buy its products are innovators and early adopters. The target market is the consumer who wants to take a risk in order to experience new design and technology to experience. Model X has not been released yet, therefore it can expand the scale of potential customers. The Model X will be branded as a SUV-Minivan hybrid, which will attract both SUV and Minivan consumers.13 Model X can satisfy families’ needs for more space and more seats.
The new strategy would allow Rosewood to claim a portion of the changing market by creating consumer awareness of its brand, thus enhancing customer loyalty. Mr. Scott wants to build Rosewood’s brand recognition among its guests by combining all of its properties under a single corporate brand name. Mr. Scott indicates that this change in strategy will meet the needs of customers who actively pursue a unique Rosewood property experience, but fail to make the connection between Rosewood properties and instead
Primary market, where General Environment / Drivers of Industry Change 1. Economic How is the state of the economy likely to effect H-D? 2. Societal, demographic, socio-demographic, socio-cultural, community How has H-D convinced a large segment of the public of the need for a H-D motorcycle? Will the aging population and changing ethnicity of the country affect H-D?
Also because many people view celebrities as role models, vendors may interview them to attract viewers with the hopes of them following the celebrities’ actions, which may lead the viewer to buy the product. Moreover besides salespersons and dealers, documentary filmmakers also use a series of techniques to persuade their audience into believing that the information being presented is reliable and true by stating facts, conducting interviews, and but not limited to the music being played. Statistics show numerical data that present significant information. While trying to convince an audience, statistics are one of the techniques that documentary filmmakers may use. However when giving statistics, it is very important to include the source from which the information was taken.
The mass media advertising implemented by Harley-Davidson is intended to reach as many members of the general public as possible. Generally, this type of advertisement is used because of its depth in effectively reaching people. These ads are intended to target both potential repeat customers as well as first time buyers. With Harley-Davidson imagery and lifestyle is very important. Harley-Davidson is an image and a lifestyle as much as it is a motorcycle manufacturer.
The company marketed this image just as much as the bikes themselves. “One of the main things that gives us a [competitive advantage] is that we sell more than just motorcycles — we sell a complete experience,” said CEO Jim Ziemer in a note to investors. In order to maintain its brand image, the company has been known to