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Essay / Research Paper Abstract
A 3 page paper that responds to four questions: the traditional target market and the changing market, including older riders, targeting women in marketing and whether that would suffer a backlash from men, and where to advertise to women. The final issue deals with the possibility of the demographics of Harley owners being similar to ballet patrons. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: ME12_PG695380.doc
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Unformatted sample text from the term paper:
drive. As the population has aged, the target market of Harley has had to change. The median age for all American motorcycles owners has risen by several years in
the last 20 years. In 1990, the median age was 32 but it 2007, today, it is 40. Harley reported the median age of its customers was 47 in 2007
(Hagerty, 2011). Harleys target market has always been adult males over the age of 35. One reason for this target is that Harley is a premium bike with a
hefty price tag. It is much more expensive than its Japanese competitors. Its marketing to this niche market has always been successful because men over this age were more likely
to be able to afford the bike. It sells more heavyweight motorcycles in the U.S. than any other company (Hagerty, 2011). Harley has always been held up as the bike
to ride among riders. The brand holds significant prestige among bikers. Markets, however, change on their own due to socio-economic and demographic factors. One change in society is the
aging population. A second change is that baby-boomers are now retiring. This is a generation that does not intend to sit still and garden or go RVing. They want more
action in their lives. There are now more people over the age of 65 than ever before and they are becoming engaged in activities that are more active. Johnson (2011)
reported a 66-year-old man who was taking a beginning motorcycle riding class. He compared motorcycle riding to downhill skiing in terms of the good feelings it gave you. Motorcycle training
programs from Miami to Brooklyn report that there are more and more older students in their classes. In some classes, 35 percent of the students are over the age of
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