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Marketing Plan HarleyDavidson Dyna Street Bob

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Over the years, the firm has met numerous challenges as well as successes. Currently, Harley-Davidson has a number of motorbikes designed and targeted at different demographic groups. Among these is the Dyna Street Bob which is a sporting motorbike targeted at the younger generations. This product is intended to bring new marketing orientation in the market. This is because although it is targeted at the young people in general, it is also targeted at women as a new market. More women are becoming more interested in motor-biking and this is a new market which Harley-Davidson should use for to expand its market share of the motorbike market. As Taylor (para 1) says, Harley-Davidson has been accused of not targeting new markets and this will be an opportunity to look at the new market. 2.0 Situational Analysis In 1907 William Harley and Arthur Davidson incorporated the Harley-Davidson Motorcycle Company. AMF acquired the company in 1969 and nearly tripled production in the following 4 years. Increased production led to poorly performing products, which led to Honda gaining market segment and eventually a buyout of AMF in 1981 by Vaughn Beals and a group of other HD managers. Over the next 20 years HD incorporated lean operating principles, acquired rival companies effectively opening new niche markets and survived an instance of a primary lender refusing to advance further cash. In 1997 a former Honda manager, Berryman, revamped HD’s supply chain management system to further reduce waste. Subsequently a focus was placed on products that would open up more niche markets and help move HD away from their typical target demographic. Today HD realizes increased profits and revenues from these changes, but also faces