Harley-Davidson is the largest manufacturer of heavyweight motorcycles in the world, with over 50% of the US market share and one third of the global market. However, its core customer is aging, so its goals are to attract new customers such as first-time buyers, young adults, minorities, and women through improved social media presence. The document outlines strategies such as linking social media sites, using RSS feeds and location-based services to engage customers and build brand community in order to increase sales to first-time buyers. It provides a budget and timeline for implementing these strategies over months.
2. Company Profile American motorcycle manufacturer Largest manufacturer of heavyweight motorcycles in the world -1/2 US market share -1/3 Global market share Extremely loyal brand community Competes primarily on design and quality Average customer White Upper-class Male Late forties
3. Challenges Rebel image Older Customers Recession Foreign Competitors Goals New customers +10% -first time buyers -young adults -minorities -women Social networking within brand community/image
5. Linking Social Media sites Easy navigation throughout all social media networks Overlapping content (videos, contests) Interactive
6. RSS Feeds RSS subscriptions for different interests Condense Blogs and company information Controls PR What are people saying about Harley Davidson?
7. Location Based Services Ride Planning Who What Where When Why Knowing your customers Community building
