The assignment for workshop three is to find an internet article that discusses the channels of distribution of a product for a specific organization. The students are then required to write a brief summary of how the organizations channels of distribution support its product. The students must also assess the importance of product and place in the development of marketing strategy and tactics in general.
The company chosen for this analysis is none other than Harley-Davidson. Many enthusiasts have described it, the pride of owning a Harley-Davidson is the pride of owning an 'American Icon'. The positioning strategy of Harley-Davidson (HD) can best be defined by its mission statement: "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."(Harley Davidson Motor Company, 2002, p. 3) Now in its 100th year, however, the publics ideal of owning an 'American Icon' has slowly dwindled.
This is due mostly to the competition from Japanese manufacturers like Honda and Yamaha. HD's strength's of its powerful brand image, maintaining good customer relationships, strong financial position, and superiority of technology and design are hindered by its weaknesses related to product capacity and unfulfilled demand for their products.
HD has chosen the strategic direction of targeting a younger market that is technologically conscious in order to increase its share in the performance cruiser market space. With the introduction of the new V-Rod motorcycle, HD is in a position of attaining a sizeable share in the performance cruiser marketplace. To target the younger market with the new product line, the company has adopted the following marketing objectives: to expand its current market (market expansion), diversify its product line (product diversification), and modify its marketing mix...