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BM350 Case-11 Harley Davidson




Question;BM350 Marketing Management;Directions;Be sure to make an electronic copy of your answer before submitting it to for;grading. Unless otherwise stated, answer in complete sentences, and be sure to;use correct English spelling and grammar. Sources must be cited in APA format.;Your response should be a minimum of one (1) single-spaced page to a maximum of;two (2) pages in length, refer to the "Assignment Format" page for;specific format requirements. Case 11: and the Global Motorcycle;Industry (pp. 354-358) This case discusses the success of Harley-Davidson and;reviews its global position in 1998. It discusses the company's initiatives;that continued a thirteen-year record of growth in revenues and earnings. The;company had a phenomenal 74 percent increase in the value of the firm in 1998;alone. It offers market share and sales information for global competitors in;three regions, North America, Europe, and Asia/Pacific, and briefly discusses;the product offerings of competitors including BMW, Honda, Kawasaki, Suzuki;and Yamaha. The case has been kept relatively short since the Web sites for;Harley and its competitors contain abundant additional information. The major;objective of the case is to get you to visit these Web sites, compare them, and;evaluate them as strategic marketing tools;Questions;1. Why is the Internet a;particularly good promotion medium for Harley-Davidson? Discuss at least three;(3) reasons. (55 points);2. What different roles;could Harley-Davidson?s Web site play for Harley owners, for people shopping;for a motorcycle, and for people just interested in motorcycles in general? (45;points)


Paper#46221 | Written in 18-Jul-2015

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