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Strategic Marketing MKT 501 Module 1 - Case Assignment Harley Davidson Strategies and Tactics In 1903 the same year Henry Ford incorporated the Ford Motor Company and the Wright brothers flew William Harley and his friends Arthur and Walter Davidson launched the Harley-Davidson Motor Company in Milwaukee WI The quintessential bad boy machine their motorcycle has become an icon of American culture More than a machine Harley-Davidson has become a brand and a lifestyle A Harley-Davidson is not just a motorcycle - Its a revered American icon a slap in the face to mainstream sensibilities a club a support group a fantasy a brotherhood a religion an obsession something to believe in an escape and probably the best consumer product marketing device in history The Harley-Davidson logo is as much a part of the worlds image of America as Apple Pie Baseball blue jeans McDonalds or Coke The image is so powerful that companies with little or nothing to do with motorcycles such as Rockwell International Chevrolet MTV and Ford Motor Company use Harley-Davidsons to add zip to their marketing You can buy a Harley-Davidson version of Monopoly for your kids martini glasses undergarments memorabilia and even a black leather Harley jacket for your dog Harley-Davidson is the only major US maker and seller of heavyweight motorcycles nation-wide They offer 24 models of touring and custom cycles and have held the largest share of the US heavyweight motorcycle market since 1986 However the Harley-Davidson of today does not limit itself to just sales of their bikes They also sell a licensed line of clothing and accessories with the company logo Recently attracting attention are the Harley-Davidson Cafes which are located in various cities including New York City and Las Vegas These successful restaurants provide Harley enthusiasts with great food souvenir merchandise and a chance to see rare biker memorabilia In 1909 the company introduced the V-Twin engine which is still
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