Harley Davidson Case Study

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Introduction
Harley Davidson has surpassed 100 years and continues to grow and move forward. As a company that started in 1903, Harley Davidson has become an icon of American motorcycles. Harley Davidson’s ideals of freedom and self-expression have transcended cultures, gender, and age (www.harley-davidson.com). The company has the purpose of fulfilling dreams of personal freedom of individuals which has translated into a very well-known brand and culture. How does Harley Davidson deliver value and customer satisfaction to its customers?
When thinking about motorcycles, Harley Davidson is a name that immediately is thought of. Harley Davidson has done an excellent job of branding and making their products known along with being industry …show more content…

Harley Davidson purpose is to fulfill dreams of personal freedom (www.harley-davidson.com). Customers are able to enjoy the freedom of the road where they are able to feel the thrill and excitement of riding a motorcycle. This allows customers to be their self and experience life to the fullest.
Harley Davidson is unique in that their customers are some of the most loyal. Not only is Harley Davidson a product, but it has morphed more so into a culture of loyalty. The customers are typically for life, displaying the four buying behaviors of loyal customers. The customers make regular or repeat purchases, purchase everything possible that could be used, encourages others to buy, and are immune to competitors. Much of the loyalty Harley Davidson has been a direct result of listening to their customers.

Women are seen as still being relatively new in the Harley Davidson world and they are working hard to cultivate these relationship. A common theme is that women are not taken seriously when it comes to the topic of motorcycles. Leslie Prevish, who previously worked for Harley Davidson, is a big promoter of women ridders and created the “garage party” to market to women (Zube, 2013). Harley Davidson understands the needs of women and is therefore marketing deeper to reach these needs and build loyalty with

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