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Saturday, April 20, 2019

Harley Davidson in Pursuit for Female Riders Essay

Harley Davidson in rocking horse for Female Riders - Essay ExampleThe project talks about the objective of the event, the marketing scheme use by the lodge to gain success in the market and stay ahead of its competitors and the promotional methods follow by Harley Davidson in respect to the event. Recommendation to HD is not required as it has adopted all the prerequisite strategies needed to make an event a success and HD being a big brand, the brand names is enough for it to generate potential nodes and create awareness. Overview about the Company Harley Davidson is a US based manufacturing company of motorcycles which was founded way back in 1903. Harley Davidson started with a mission to ride with every customer and apply with them the link in each and every market the company serves in order to create a prize value for the stakeholders. The companys vision is to fulfill the dreams of every biker on the road by providing them with unembellished ordinary bikes and with s atisfied experience. Harley Davidson aims to fuel the passion for freedom in their customers and express individuality. Hardly Davidson provides an emotional data link with Harley Davidson bikes and other related products. The company believes in providing superior quality of products because of the trust and brand loyalty the customers shows in the brand and the company1. As male section is often known for their urge to ride a Hardly Davidson and own one, similarly for the womanish riders Harley Davidson has introduced bikes and has conducted events to encourage the female riders to drive their HD. The Harley Davidson community has organize an event for females, the Garage Party mainly targeting the female sections2 . Situation Analysis Situation This project on event management talks about the event that Harley Davidson organizes for its female riders. The events are conducted by the dealers of HD and it continues for around a month in different states of US. HD conducts two e vents for females, the Garage party and women riders month. It was conducted in the month of May when thousands of women crosswise the world came together to become a part of HD. Women participated in events like Garage party and support worthy cause3. Objectives The objective of such an event was to fulfill the dreams of females from learning to ride a HD to buy the adept bike and to ride in the road with great confidence. The event was conducted for a cause which was attended by thousands of females across the world. Marketing Strategy HD had released that the bikes were not only ageing but also the percentage of female customers have increased over the years. The company knew that with a change in demographics the sales could be affect and realized the necessity to tap into the new market segment for females. The companys initial strategy was to take over the brand Buell in order to tap the new market segment. The Buell bike was holy person not only for new riders but also for small riders and particularly for female riders. Seeing the branch in female customers Harley Davidson adopted the marketing strategy of product extension. The company introduced new bikes specially make for the women customers. Women are not only purchasing the smaller and light bikes but according to information on HD website, females purchasing the 883 Sportster Hugger which is designed with lower seat and short

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