report final exam introduce details about the market and marketing activities of the business

4, Propose sustainable marketing plan for Harley Davidson company..... Enterprise Market Segmentation by Generational Forecast Baby Boomers generatione Born from 1946-1964: - Market segm

MINISTRY OF EDUCATION AND TRAINING NITE INTERNATIONAL TRAINING INSTITUTE (NGUYEN TAT THANH )

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REPORT FINAL EXAM

Lecturer: Phung Nhat Hai Students: Thai Tan Dat — 2100008075

Phùng Phương Vinh — 2100003895 Trần Lâm Quốc Vinh — 2100004615

Lê Thị Yến Nhi — 2100006458 Nguyễn Bùi Tuyết Như - 2100005302

Class: 21BBAV03

LECTURER’S MARKING AND COMMENTS

Contents

1 Introduce details about the market and marketing activities of the business 4 2 Enterprise Market Segmentafion by Generational Forecast cha 5 3 Reasons why Harley-Davidson is at risk of falling behind its competitors

4, Propose sustainable marketing plan for Harley Davidson company

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1 Introduce details about the market and marketing activities of the business Introduction to the 4Ps in marketing:

- Products: are goods or services that are continuously displayed to the audience focus In general, a product is said to be successful when it meets an unaddressed need in the market and the product follow-up process, which includes bringing the product to market, positioning, ensuring the product's message is conveyed products reach the group's customer targets Promote customer interest, usage needs and purchasing decisions

- Price: Is the price that includes list price, marked price, discounts, shipping costs and

competitors’ prices It is necessary to choose a price that is simultaneously accessible to your

target and target market Price can have a significant impact on the overall success of a product Harley davidson 2023 Nightster Special version is priced at $15,000 and after tax is $43,000 depending on the country with different tax percentages

- Promotion: often uses integrated marketing communications - that is, using different media to convey the brand's message from business to consumer

+ Above the line: are activities to promote and build brand image for sustainable and long- term purposes through mass media such as TV, Radio, Print & Outdoor Ads

+ Below the line: are activities aimed at developing the distribution market, promoting retail and consumption for short-term purposes and creating direct effects, such as distributing samples, direct marketing, organizing events, promotions for consumers, promotions for dealer

and retail systems

- Place: is the place to sell and the distribution channels we use Finding the right place to market and sell your products is a key factor in reaching your target audience It will be ineffective if you place your product in a place where customers do not visit Location includes distribution

channels, platforms, websites and other online presences, flyer distribution,

Introducing Harley-Davidson

Harley-Davidson is the oldest motorcycle manufacturer in the United States, founded in 1903 in

Milwaukee - Wisconsin by two legendary names, William S "Bill" Harley (1880-1943) and

Arthur Davidson (1880-1943) 1881-1950) Harley Davidson cars are famous for their unique sound designs and outstanding power

Harley-Davidson is one of the most famous motorcycle brands in the world, with a very special

life cycle

The company markets its products worldwide, and licenses and continues to market merchandise

under the Harley-Davidson brand, including apparel, home and decorative items, accessories,

and clothing play, motorcycle models with dimensions and video games based on the vehicle

model and community Life cycle of Harley Davidson:

+ Beginnings (1903-1920): Harley-Davidson was founded in 1903 by William S Harley and Arthur Davidson During this period, they focused on developing motorcycle models and building a trustworthy brand

+ Development (1920-1945): In the 1920s, Harley-Davidson became the leading motorcycle manufacturer in the US The company expanded production scale and developed many new models During this period, Harley-Davidson also experienced challenges from the great

economic crisis and World War II

+ Post-war period (1945-1980): After World War II, Harley-Davidson became the main supplier

to the US military However, during the 1960s and 1970s, the company encountered difficulties

because of competition from Japanese companies Harley-Davidson faces many quality and technology problems

+ Rebirth (1981-present): In 1981, the company was acquired by a group of investors and the restructuring process began Harley-Davidson focused on improving product quality and character, creating iconic motorcycle models such as the Sportster, Softail and Touring The company also expands its international market and develops accompanying services and

2 Enterprise Market Segmentation by Generational Forecast

Baby Boomers generatione (Born from 1946-1964): - Market segmentation: Standard customer segment, Baby boom is Harley- Davidson's

standard client generation, accounting for more than one- third of the company's market share They are very older people with high earnings, independence and liberal tastes, and

love to travel by motorbike - Market targeting:

¢ Objective: Retired people * Needs: Thrilling experiences, expressing character, and connecting with the

community ¢ Benefit: Dependability, quality, and style

- Market Positioning: ® Rely on driving knowledge: The baby boomer generation is slowly entering

retirement age and has more free time They want pleasurable and unforgettable driving experiences

® Build society: The baby boomer generation is people who love to connect with

each other

® Sticking with standard principles: The baby boomer generation is people who stick with traditional values

- Differentiating: ¢ Meet the interests of the baby boomer generation: Harley Davidson needs to continue to

develop designs that meet the interests of the baby boomer generation ® Improved moving experience: Harley Davidson also needs to enhance the driving

knowledge of its versions

¢ Product expansion: Harley Davidson needs to expand its products to meet the needs of a broader spectrum of customers

Gen X generatione (Born from 1965-1980):

- Market segmentation: Young customer section, Gen X is a technology that tends to worry about social and environmental issues and they don't get custom very seriously and

are ready to try new things They have a lower income than the preceding century - Market targeting:

® Consumers have large income Harley Davidson is a high- end bike company, priced from a few hundred million to various billion dong

¢ Buyers lead an active lifestyle Harley Davidson is an classic form of transportation,

associated with freedom and individuality

* Consumers pursue independence, freedom and individuality Harley Davidson is a company with a powerful American personality, representing the spirit of freedom and independence

® Group and relationship: Harley Davidson you place itself as a brand that brings a

sense of community and connection - Differentiating:

® Style and Design: Harley- Davidson is known for its unique appearance and styles

* Quality and Durability: Harley- Davidson is a company known for quality and

durability Its versions are manufactured from superior materials and methodically

crafted

¢ Driving knowledge: Harley- Davidson offers a unique and different moving experience Its models have a special roar and a solid driving experience

Milennials generatione (Born from 1981-1996):

- Market segmentation: Millennials are a prospective customer team, they are in the

youthful customer segment They are youthful, active, with a preference for freedom and

experiencing new things They have lower incomes than previous years but tend to spend more on individualized products and services

- Market targeting: ¢ Increase diversity: Harley Davidson needs to reach a wider audience, including

women, LGBTQIA+ people, and people of color ¢ Product development: Harley Davidson needs to develop products to meet the needs

of millennials, who tend to worry about sustainability, technologies and entertaining

riding experiences ® Improve group links: Harley Davidson needs to build community and join with

teenagers

- Market Positioning:

® Life: Millennials tend to worry more about life than previous generations They consider scooters not only as a means of transportation but also as a symbol of character and lifestyle

® Values: Millennials also tend to be more involved with green values and social responsibility

® Knowledge: Millennials tend to find new and unique experiences

- Differentiating: ® Focus on current and fuel- efficient functions: Millennials are interested in

environmentally friendly and fuel- efficient products

* Minimize product costs: Teenagers have a tighter budget than earlier generations ¢ Reach out to Millennials through social media channels and social activities:

Millennials usually use social media channels to connect with each other Gen Z generatione (Born from 1997-2012):

- Market segmentation: GenZ is a youthful customer section, a century born and raised in the technology age Seem to care about the environment and green lifestyle This is a prospective customer team of Harley Davidson Motor Company in the future because

they are followers and enthusiasts of standard Harley Davidson ideals - Market targeting:

¢ Young people: Gen Z is the generation born from 1997 to 2012, accounting for

about 25% of the world's population

¢ Ladies: In recent years, the number of women using Harley Davidson motorcycles has been increasing

¢ Metropolitan users: Gen Z is extremely focusing on living in large cities ¢ Historically excited customers: Gen Z is not only engaged in the item, but also in

the culture and society surrounding the product Culturally passionate users: Gen Z is not only interested in the product, but also in the culture and community surrounding the product

- Market Positioning: * Conservation: Gen Z is interested in environmentally friendly products and services

* Customisation: Gen Z wants to express their differences and personality ¢ Society: Gen Z wants to connect with people with similar interests

platforms to discover information and store

3 Reasons why Harley-Davidson is at risk of falling behind its competitors

The prices of Harley Davidson vehicle company markets can be analyzed based on the following

factors:

® Location: Prices for Harley Davidson automobiles may differ depending on where you are For instance, car pricing in the US may vary from those in Europe or Asia

¢ Market size: The size of each nation's motorcycle market has an impact on Harley

Davidson's cost Prices will be cheaper than the competitors in a big market with lots of car purchasers

¢ Taxes and fees associated with imports may also have an impact on the cost of Harley Davidson vehicles The cost of automobiles can rise in nations with high import duties

® Economic situation: When a nation is in financial difficulty, consumers may spend less on

luxury goods like expensive motorcycles This might bring down the cost of Harley Davidson vehicles

® Service after the sale: The quality of the company's after-sales support is reflected in the pricing of Harley Davidson automobiles The cost of the motorcycle rises due to better service, specialized training, and prizes

* Competition with other businesses in the same industry will have an impact on the price of Harley Davidson cars In order to compete, Harley Davidson might have to cut its prices if additional manufacturers provide comparable, rival motorbike

Prior to comparing Harley Davidson's pre-tax and after-tax prices to those of its rivals, it's critical to understand that this data is subject to market and time-related changes An overview of Harley Davidson's pre-tax and after-tax prices in comparison to some of its

motorcycle industry rivals may be found below 1 Price before tax:

- Harley Davidson: Harley Davidson is a heavy-duty motorcycle manufacturer that

specializes in high-end travelling and cruiser bikes As a result, Harley Davidson designs frequently have higher pre-tax prices than rival models in the same market

- Competitors: Depending on each section, the motorcycle industry has a lot of different

rivals Indian Motorcycle, Honda, Yamaha, and Suzuki are a few of Harley Davidson's well-

liked rivals These rivals' pre-tax prices can be lower than Harley Davidson in the same market, though they frequently change depending on the particular car type and model 2 Price after tax:

- Harley Davidson: Due to taxes and fees associated with import and domestic technological safety, Harley Davidson models' after-tax price will be higher for US customers Business protection measures like import tax, consumption tax and value added tax may have an impact on Harley Davidson's after-tax price

- Competitors: Industry protection measures and other related costs, depending on the particular country and market, will also have an impact on after-tax prices of rivals in the motorcycle industry Variations in after-tax rates between rivals may result from this

4 Propose sustainable marketing plan for Harley Davidson company

Focus on young customers: Harley-Davidson needs to focus on attracting young customers, who can be potential customers of the brand in the future Harley-Davidson can cooperate with artists

such as Son Tung MTP, Jack 97, Phan Manh Quynh, etc to promote the brand