Marketing Management

Directions: 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

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.

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?