The Marketing of Harley-Davidson

"Nice Harley. I was going to get one of those, too. But I spent $6,495 on a killer dinette set. Harley . . . Dinette Set, Harley . . . Dinette Set. Went with the Dinette Set" (Harley-Davidson, 2004). With its latest commercial Harley-Davidson brings together their two core consumer markets, the hard-core bikers and the up-and-coming baby boomers. To both of these groups, the Hog represents freedom. To the "biker" it is the open road, no ties left behind, living one day …showed first 75 words of 1230 total…

…showed last 75 words of 1230 total…generation customers into the fold. And so, the dilemma continues, Harley . . . Dinette Set. Get the Harley. Bibliography Allen, Gemmy. (1999). Introduction to Marketing. Cobb, James G. (2002, October 23). Niche Mania! New York Times. P. G-1. Harley-Davidson Website. (2004). Milligan, Brian. (2000, September 21). Harley-Davidson Wins by Getting Suppliers on Board. Purchasing Magazine Online. Retrieved April 5, 2004 from http://www.manufacturing.net/pur/index.asp?layout=articlePrint&articleID=CA139508 Shapiro, Stan. (2003). Mini-Lecture to Touro University International Students. Readings 1 & 3.