King of the Road

Essay by dfcogicUniversity, Master'sA-, July 2014

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King of the Road

D'Angelo Franklin

Managerial Marketing (BUS 620)

Dr. Nancy Waldron

May 23, 2011

Ashford University

King of the Road

When it comes to transportation, there are multiple forms. One can travel by land, air, or water. Land is the most common form of transportation in the United States. After deciding to travel by land though, you have one of two ways: Rail or Automobile. Automobiles come in all shapes and sizes, but one way to travel by land that's not through an automobile is by motorcycle. The motorcycle is one of the most loved and treasured forms of transportation. There are various brands of motorcycles, but the Harley Davidson is one of the most loved and respected brands in the United States. Harley Davidsons not only bring about quality, they bring about a certain status.

Company Overview

The company is founded on some very strong values; as can be seen on the website, they believe in quality:

Harley's Mission Statement: We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders.

Harley's Vision: "We fulfill dreams inspired by the many roads of the world by providing extraordinary motorcycles and customer experiences. We fuel the passion for freedom in our customers to express their own individuality."

These are our values. They are the heart of how we run our business. They guide our actions and serve as the framework for the decisions and contributions our employees make at every level of the Company: Tell the Truth, Be Fair, Keep Your Promises, Respect the Individual, Encourage Intellectual Curiosity (Harley-Davidson Motor Company, 2010).

Description of the Target Market

Harley-Davidson has recently been suffering tremendously due to an aging society. In previous years,