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Essay / Research Paper Abstract
A 15 page paper examining marketing practices at this company and making recommendations for the future. With mergers and acquisitions and greater pressures to grow faster than ever, there are fewer numbers of truly old companies in the United States. Recently celebrating its 100th birthday, Harley-Davidson has avoided – though narrowly at times – becoming a statistic of a great American company that no longer exists. The purpose here is to answer questions about its marketing practices as it continues to build on its decades-old reputation and unique mystique. Bibliography lists 17 sources.
Page Count:
15 pages (~225 words per page)
File: CC6_KSmktgHogs.rtf
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Unformatted sample text from the term paper:
With mergers and acquisitions and greater pressures to grow faster than ever, there are fewer numbers of truly old companies in the United States. Recently celebrating its 100th birthday,
Harley-Davidson has avoided - though narrowly at times - becoming a statistic of a great American company that no longer exists. The purpose here is to answer questions about
its marketing practices as it continues to build on its decades-old reputation and unique mystique. 1. Analyze Harley-Davidsons overall marketing strategy. Are all the elements of the marketing mix consistent
with the overall strategy? Why or Why not? The traditional marketing mix consists of the 4 Ps, which are product, price, place
and promotion (Kotler 2000). Conventional wisdom holds that each must be managed well for the marketing mix to be as effective as possible, but Harley-Davidson does not appear to
closely monitor all aspects of the marketing mix. Product. The product, obviously, is that thing being sold. It does not need
to be a tangible good, it can also be a service. In short, it is the thing, commodity or service that an organization exchanges with consumers for money.
Its sale or function keeps the organization alive and growing. In the case of Harley-Davidson, of course, the product indeed is a tangible good.
Price. The product is seen as being the most critical of all the Ps of the marketing mix. If the product is of poor quality or
does not perform to promised levels, then all the other Ps are superfluous. When the product is sound, however, price typically will be important as well. Harley-Davidson has
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