Marketing Plan Harley Davidson

   Assignment Submission Form[pic 1]

Instructions to Students: This document must be attached to your assignment when you hand it in[pic 2]

  Student Name  :        Jayani Perera                         Student ID No:

Study Centre        : AIMS College of Business and Information Technology (Pvt.) Ltd.

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Graduate Courses:    

DBA                   MBA                        BBA          BBA in IT                 BScIT[pic 3][pic 4][pic 5][pic 6][pic 7]

Module Title                Commercial Awareness & CRM[pic 8]

Assignment Title        Marketing Plan Harley Davidson

Tutor Name                Sahan Jayawarna         

Tutor Grade                 MBA , MFE

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Moderator Name: -………………………         Moderator Grade: - …………………………

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Harley Davidson-UK

Marketing Plan

[pic 10]

Name: Jayani Chamilka Perera

Module Title: Commercial Awareness & CRM

Tutor: Mr. Sahan Jayawarna

Contents

01 EXECUTIVE SUMMARY        

02 COMPANY BACKGROUND        

03 SWOT ANALYSES        

3.1 STREGNTHS        

3.2 WEAKNESSES        

3.3 THREATS        

3.4 OPPORTUNITIES        

04 PESTEL ANALYSIS        

Chart 0.1 – Pestel Analysis        

4.1 POLITICAL        

4.2 ECONOMIC        

4.3 SOCIAL        

4.4 TECHNOLOGICAL        

4.5 ENVIRONMENTAL        

4.6 LEGAL        

05 UK MARKET OVERVIEW        

06 PORTER’S FIVE FORCES ANALYSIS        

6.1 THREAT OF NEW ENTRY:        

6.2 BARGAINING POWER OF CUSTOMERS:        

6.3THREAT OF SUBSTITUTION:        

6.3 BARGAINING POWER OF SUPPLIERS:        

6.4 INTERNAL RIVALRY:        

07 COMPETITOR ANALYSIS        

08. KEY ORGANIZATIONAL LEARNINGS        

09. THE SEGMENTATION, TARGETING AND POSITIONING        

9.1 SEGMENTATION        

9.2 DEMOGRAPHIC        

9.3 GEOGRAPHYCAL        

9.4 PSYCHOGRAPHIC        

9.5 BEHAVIORAL        

10. TARGETING        

10.1 B2B Target market        

10.2 B2B Strategy        

10.3 B2C Target Market        

10.4 B2C Strategy - Promote End result and Anticipating Change.        

11. POSITIONING        

12. OBJECTIVES        

13. HARLEY DAVIDSON MARKETING MIX        

13.1 PRODUCT        

13.2 PRICE        

13.3 PLACE        

13.4 PROMOTIONS        

15. EVALUATION        

16 RECOMMENDATIONS        

17 REFERENCES        

01 EXECUTIVE SUMMARY

Harley Davidson is one of the best motor cycle producers in the world and the largest motorcycle manufacturer in America. Harley Davidson began in Milwaukee in 1903 when two friends, Bill Harley and Arthur Walter Davidson, developed a one cylinder motorcycle. Harley Davidson (HD) grew quickly and they design manufacture and sell heavy touring, custom and performance motorcycles. Currently, the company produces over 28 models of touring and custom motorcycles distributed through a network of 1300 dealerships worldwide. By 1912 Harley Davidson was exporting motorcycles overseas. By 1960 Harley Davidson had begun a gradual decline in US market and the company wanted to make the company profitable again.

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