The Marketing of Harley-Davidson

"Nice Harley. I was going to get one of those, too. But I spent $6,495 on a killer dinette set. Harley . . . Dinette Set, Harley . . . Dinette Set. Went with the Dinette Set" (Harley-Davidson, 2004). With its latest commercial Harley-Davidson brings together their two core consumer markets, the hard-core bikers and the up-and-coming baby boomers. To both of these groups, the Hog represents freedom. To the "biker" it is the open road, no ties left behind, living one day …

…generation customers into the fold. And so, the dilemma continues, Harley . . . Dinette Set. Get the Harley. Bibliography Allen, Gemmy. (1999). Introduction to Marketing. Cobb, James G. (2002, October 23). Niche Mania! New York Times. P. G-1. Harley-Davidson Website. (2004). Milligan, Brian. (2000, September 21). Harley-Davidson Wins by Getting Suppliers on Board. Purchasing Magazine Online. Retrieved April 5, 2004 from http://www.manufacturing.net/pur/index.asp?layout=articlePrint&articleID=CA139508 Shapiro, Stan. (2003). Mini-Lecture to Touro University International Students. Readings 1 & 3.