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Published by:
INSEEC - Organisation et Développement (2018)
24 pages
Data source:
Field research
The Harley-Davidson(R) brand has one hundred-plus years of history in the motorcycle industry. Its legend has developed steadily over time thanks to the style and quality of its motorcycles and the community and lifestyle associated with the brand. The brand has so far, however, only been present in the segment of powerful bikes, but the company has now decided to widen Harley's range to target consumers who live in an urban environment, by offering a 750cc model. The marketing operation associated with the new product will not just involve organising a launch in the strictest sense of the term, but it will also entail attracting new customers who are more used to riding scooters than a Harley-Davidson. The approach is revolutionary!
Learning objectives:
1. Students will learn about the urban motorcycle market through the launch of a new product by a legendary brand. 2. The case study provides an opportunity for students to work on a strategy to launch a new product and to attract new customers who are used to consuming more traditional products. 3. Students will have to think carefully about their approach and demonstrate that they have been innovative when developing a strategy to attract a new clientele in a highly competitive market. 4. They should also come up with original ideas to develop customer loyalty.
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