Subject category:
Marketing
Published by:
Wits Business School - University of the Witwatersrand
Abstract
Since 1996, when international motorcycle manufacturer Harley-Davidson first established a presence in South Africa, the company had grown from only one dealership to seven independent dealerships in 2007. Expansion into the female market had been highly successful. However, the expansion of the black market remained a huge challenge to Harley in South Africa. Mishka Moller, Marketing Manager of four South African Harley dealerships, believed that the slight increase in the number of black Harley owners over the past two years did not nearly reflect the potential that was inherent among the so-called ''Black Diamonds''. What would Harley South Africa have to do to market the Harley lifestyle to this potential customer base?
About
Abstract
Since 1996, when international motorcycle manufacturer Harley-Davidson first established a presence in South Africa, the company had grown from only one dealership to seven independent dealerships in 2007. Expansion into the female market had been highly successful. However, the expansion of the black market remained a huge challenge to Harley in South Africa. Mishka Moller, Marketing Manager of four South African Harley dealerships, believed that the slight increase in the number of black Harley owners over the past two years did not nearly reflect the potential that was inherent among the so-called ''Black Diamonds''. What would Harley South Africa have to do to market the Harley lifestyle to this potential customer base?