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Case
-
Reference no. K5-118-007
New product
Subject category: Marketing
Published by:
Kellogg School of Management (2020)
Version:
April 24, 2020
Length:
15 pages
Data source:
Field research

Abstract

Harley-Davidson's first-ever chief marketing officer has his work cut out for him as the classic American motorcycle manufacturer seeks to curb slowing sales from aging customers. The dilemma: what to do with its less known and unprofitable Buell brand, which has a younger customer base? Which of five options continue its dual-brand strategy, double down on Buell, operate Buell as an endorsement brand, sell it, or discontinue the brand entirely will best attract younger buyers without alienating current diehard customers?

Topics

Branding; Consumer marketing; Corporate strategy; Decision-making; Growth strategy; Market research; Marketing planning; Marketing strategy; Product management; R&D

Setting

Geographical setting

Region:
Americas
Country:
United States

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