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: harleydavidson.com 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-Davidsons Web site play for Harley owners, for people shopping
for a motorcycle, and for people just interested in motorcycles in general? (45
points)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: harleydavidson.com 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 toolsQuestions1. 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-Davidsons Web site play for Harley owners, for people shopping
for a motorcycle, and for people just interested in motorcycles in general? (45
points)