Harley-Davidson: Chasing a New Generation of Customers
This case analysis is designed to challenge and enhance your analytical and writing skills, while introducing you to the case method of learning. For this case take on the role of the Chief Marketing Officer, Mark -Hans Richer, and use the consumer data presented to support your decisions.
Please answer the question below, and submit a 3-page, double-spaced report. Use only the information presented within the case in your discussion. Make sure to include a cover page with your name and class section.
Please discuss which approach (see pages 7-8 in case) you would take as the CMO moving forward with the Harley brand: a) "house of brands" strategy like Proctor & Gamble OR b) "branded house" strategy like Nike? Use the consumer insights and data to present and support your decision.
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Company backgroundHarley Davidson was founded in 1903 and has grown since, to become the leading motorcycle brand in the industry. In 2013 they had opened 118 new dealerships and introduced a bike named the Rushmore. Their core customers are an aging generation, which means that the company needs to find new way to attract customers while maintaining their core customers. Their market is not expanding and market share is decreasing, which is threatening to the company.
On July 2007 Mark Hans Richer was appointed as the first marketing director of Harley Davidson.
The aging generation of core customers has been an ongoing threat, and even with record sales in 2006, the company needed to consider further strategies that would support growth.
The company was targeting new generation of customers, younger demographics to be...
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