International Marketing Management : Harley Davidson Essay
a) According to the case study, Harley Davidson planned to expand in India in 2010. So they wanted adopted different market strategy in India. They targeted youngsters aged (25-45) mainly those who are high class people in society. They even targeted those people who are sporty by nature and motorbike addict. Harley Davidson is the most expensive bike in the product range targeting High disposable income such as self-employed youngsters, Industarlist and corporate.
Market segmentation by Harley Davidson according to the case study is as following:
Demographic: Youth aged between 18 to 25, matured 25 to 45 and elderly 45 and above
Behavioral: focusing on those youngsters who are status symbol. They benefit two wheeler who like fuel economy and quality.
Physchographical: Youngsters like Harley Davidson as their lifestyle like youngsters believe that Harley Davidson will provide those bikes similar to US. They are US tag freak. b) Positioning statement Of Harley Davidson is to free spirited adventure seekers for personal freedom, Harley Davidson is the brand image of fulfilling dreams of those who have experience of motorcycling and belong from strong community. Even, bikes comes in price tag which is an advantage to them they have got from customers at status symbol. Consumers in India believe that Harley Davidson has high price with superior quality. Even celebrities drive this bike such sports and…