Harley-Davidson’s mission statement states “We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.”
I think this sums up Harley-Davidson perfectly. They offer a full line of riding gear, accessories for riders and bikes and custom products. They also offer full lines of standard bikes as well as offering custom bikes. They know their customer’s wants and needs and do whatever it takes to meet them.
Harley-Davidson’s target market is anyone that rides a motorcycle. They encourage safety courses and have full lines of safety gear. They even have special groups specifically for woman riders. Harley-Davidson also offers full lines of clothing and accessories geared specifically for women. Harley-Davidson also has a group specifically for Harley owners no matter what the sex of the owner.
In order to differentiate themselves from other motorcycle manufacturers, Harley-Davidson has marketed themselves to women and others that have little interest in riding. They have tried to make owning a Harley easier and less expensive than other bikes. Harley-Davidson also has a line of bikes that look and feel like the “old school” bikes that started the motorcycle craze in the 50’s and 60’s. This line, I believe, has definitely brought in people that weren’t interested in riding the newer bikes.
The product: Motorcycles, motorcycle clothes and accessories priced for almost all budgets. Customer solution: People have the ability to ride the top of the line bikes as well as wearing Harley branded clothes and accessories. Price: The price of a Harley has changed so much because so many people are wanting them now.