harley davidson deca

Buying and Merchandising~Amelia Evans~

BackgroundHarley-Davidson Corporate bull First

Production ndash 1903bull Bill Harleybull Arthur

Davidsonbull First

Dealership ndash 1904 bull Charles H

Lang

bull Chicago ILbull 45deg Engine

bull Signature Harley-

Davidson sound

Biker Bobrsquos Harley-Davidson

bull Opened 1998bull Charity Rides

bull Penrickton Center for Blind Children

bull Regular Hoursbull Mon ndash Fri 10am ndash 7pmbull Sat Sun 10am ndash 5pm

ServicesWinter StorageTune-UpsCustom WorkOnline Shopping OptionHOG ChapterLearn To Ride ProgramShop Apparel Parts Motorcycles

Communitybull Wayne County

bull 1820584bull 16 are 18-29bull Primarily Caucasianbull Average Income

$46358bull Taylor MI

bull 62458bull 17 are 18-29bull 17th Largest Citybull Primarily Caucasianbull Average Income

$39634

Current Target MarketBaby Boomers

Rock and roll music generation

Buy it now and use credit

Optimistic driven team-oriented

Average Income $19167

Generation X

Very individualistic and free spirited

Into labels and brand names

Want what they want and want it now (debt)


Research MethodsPrimary Research

1 Biker Bobs ndash Erin Miller2 Corporate Harley-Davidson ndash Michael

Evans3 Harley-Davidson Museum (Milwaukee)4 Survey Monkey5 Biker Bobrsquos Events

Secondary Research6 Glencoe Marketing Essentials

Textbook7 Online Articles8 Online Websites

bull Harley-Davidsonbull Biker Bobrsquosbull Competitors

9 Previous surveys

Research Processbull Survey

bull Novemberbull Survey Monkeybull 32 Gen Y Consumers

(5050)bull Ongoing

bull Bike Bobrsquos Eventsbull Decemberbull ldquoPictures with Santardquobull Interview ndash Erin Miller

bull Personal Tourbull Harley-Davidson

Museumbull Augustbull Interview ndash Michael Evansbull Personal Tourbull Company Insight

Findings

In Colle

ge

Not in

College

Gradua

ted Colle

ge

19

7 6

of Re-spondents

of Respondents

Education Level

Familiar with Harley Not Familiar with Harley

Has Bought Products

Has Not Bought Products

29

3

8

24

Question 4 and 8 Comparison

of Surveyors Question 4 Question 8 8

New Target Market

Generation Y

Starting full-time

jobs = newfound disposable

income

Strong influence

on the trends in almost every

market

Tech savvy Encourages more up to

date marketing


(Predicted to increase drastically)

Conclusions ndash Biker Bobrsquos

Strengths

bull Established Reputation

bull Good Mission Statement

bull Variety of products

bull Quality servicebull Strong

community ties

Weaknesses

bull Older Gen Image

bull High Pricesbull Minimal events

- younger generations

bull Not enough advertising

Opportunities

bull Close to many colleges

bull Gen Y - more open-minded

bull Newer technology advances

Threats

bull Competitionbull Slow Economybull Newer

Technologybull Change in

buying habitsbull Slow growth in

city area

Conclusions ndash Harley-Davidson Corporate

Strengths

bull Excellent Brand Image



bull Quality products

Weaknesses

bull Older Generation Image

bull High Pricesbull Minimal

products for younger generations

Opportunities

bull Customization of products


bull Newer Technology advances

Threats



buying habits

ObjectivesOBJECTIVE SUMMARY

1Encourage College Students to Purchase Harley-Davidson Products

2Collaboration with Modern Female Oriented Companies

3Utilize Social Media to Appeal to Local Gen Y

4Support Automotive and Business Work Force

5Promote Colleges Business Work Force and New Harley Motorcycles

College Monthbull Apparel

bull New modern clothingbull No more skullsbull No more ldquorock and rollrdquobull No more leather

bull Miscellaneousbull Different Logos ndash Same brandbull Brighter color ndash More products

bull Motorcyclesbull Signature color options ndash

Sportstersbull College ID gets 20 off

Objectives Met

Objective 1

MAC Cosmetics Collaborationbull Why MACbull Popular among Gen Y

consumersbull Popular among femalesbull Familiar with limited edition

linesbull Well established reputation

bull Product line will be during July and Augustbull Why Collaboratebull Build strong ties with other

companies

Objectives Met

Objective 2

Twitter Account DISCLAIMER ndash Biker Bobrsquos Twitter already exists

Use popular hashtags (love

or party)

Post pictures of promotional

events

Follow other Twitter

accounts

Post inpirational quotes about motorcycles

Announce when new

products are in

50 off apparel promotion for most retweets

Objectives Met

Objective 3

Local Scholarship

bull Whenbull January ndash Marchbull Deadline ndash March 31st

bull Whybull Promoting business and

automotive industrybull Connect with local colleges

GPA of 27 or higher to be applicable

Pursuing an Automotive or Business Major

Must be a College Junior or Senior

Two letters of Recomendation Required

Min ACT Score 22 Min SAT Score 1400

Must be originally from Wayne County in Michigan

One page typed essay of future career plans

Objectives Met

Objective 4

U of M Motorcycle Show

bull Whenbull April 25th

bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and

Business majors

Collaborate with University

of Michigan

Teachers Recommend

Students

Students are assigned

motorcycle

Biker Bobs works with Students

Set up Bike Show on UofM

CampusStudents

set station

Promote Event on Twitter

$500 Scholarships

Objectives MetObjective 4 and

5

Timeline for Recommendations

Proposed MetricsRecommendation Metrics Frequency

College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only

through the month of Sept

MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After

August)

Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter

Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final

count will be March 28th

U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and

the drawing will take place at the end of the event

Budget of Recommendationsbull College Month - $750000

bull Business Savingsbull MAC Collection - $55000

bull Business Savingsbull Improve Twitter - $0

bull Free of Costbull Local Scholarship - $2000

bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO

93

7

Harley-Davidson$805000

College MonthMAC Collec-tion

96

4

Biker Bobs HD$52000

U of M Bike ShowLocal ScholarshipImprove Twitter

Conclusion

SUMMARY OF BENFITS TO HARLEY-DAVIDSON

Benefits to Biker Bobrsquos1 Increase store awareness and sales

2 Increase goodwill among community 3 Create strong connections with local colleges

Benefits to Harley Corporation1 Increase sales by about 5 over previous year

2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies

Slide 1

Background

Community

Current Target Market

Research Methods

Research Process

Findings

New Target Market



Objectives

College Month

MAC Cosmetics Collaboration

Twitter Account

Local Scholarship



Proposed Metrics

Budget of Recommendations

Conclusion

BackgroundHarley-Davidson Corporate bull First

Production ndash 1903bull Bill Harleybull Arthur

Davidsonbull First

Dealership ndash 1904 bull Charles H

Lang

bull Chicago ILbull 45deg Engine

bull Signature Harley-

Davidson sound

Biker Bobrsquos Harley-Davidson

bull Opened 1998bull Charity Rides

bull Penrickton Center for Blind Children

bull Regular Hoursbull Mon ndash Fri 10am ndash 7pmbull Sat Sun 10am ndash 5pm

ServicesWinter StorageTune-UpsCustom WorkOnline Shopping OptionHOG ChapterLearn To Ride ProgramShop Apparel Parts Motorcycles





$39634






Generation X











9 Previous surveys



(5050)bull Ongoing




Findings

In Colle

ge

Not in

College

Gradua

ted Colle

ge

19

7 6

of Re-spondents

of Respondents

Education Level


Has Bought Products


29

3

8

24



New Target Market

Generation Y

Starting full-time


income

Strong influence


market


date marketing




Strengths





community ties

Weaknesses





Opportunities




Threats




city area


Strengths





Weaknesses




Opportunities




Threats



buying habits












Objectives Met

Objective 1





companies

Objectives Met

Objective 2



or party)


events


accounts


Announce when new

products are in


Objectives Met

Objective 3

Local Scholarship











Objectives Met

Objective 4




Business majors


of Michigan

Teachers Recommend

Students


motorcycle



CampusStudents

set station


$500 Scholarships


5






August)











93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion





$39634






Generation X











9 Previous surveys



(5050)bull Ongoing




Findings

In Colle

ge

Not in

College

Gradua

ted Colle

ge

19

7 6

of Re-spondents

of Respondents

Education Level


Has Bought Products


29

3

8

24



New Target Market

Generation Y

Starting full-time


income

Strong influence


market


date marketing




Strengths





community ties

Weaknesses





Opportunities




Threats




city area


Strengths





Weaknesses




Opportunities




Threats



buying habits












Objectives Met

Objective 1





companies

Objectives Met

Objective 2



or party)


events


accounts


Announce when new

products are in


Objectives Met

Objective 3

Local Scholarship











Objectives Met

Objective 4




Business majors


of Michigan

Teachers Recommend

Students


motorcycle



CampusStudents

set station


$500 Scholarships


5






August)











93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion






Generation X











9 Previous surveys



(5050)bull Ongoing




Findings

In Colle

ge

Not in

College

Gradua

ted Colle

ge

19

7 6

of Re-spondents

of Respondents

Education Level


Has Bought Products


29

3

8

24



New Target Market

Generation Y

Starting full-time


income

Strong influence


market


date marketing




Strengths





community ties

Weaknesses





Opportunities




Threats




city area


Strengths





Weaknesses




Opportunities




Threats



buying habits












Objectives Met

Objective 1





companies

Objectives Met

Objective 2



or party)


events


accounts


Announce when new

products are in


Objectives Met

Objective 3

Local Scholarship











Objectives Met

Objective 4




Business majors


of Michigan

Teachers Recommend

Students


motorcycle



CampusStudents

set station


$500 Scholarships


5






August)











93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion







9 Previous surveys



(5050)bull Ongoing




Findings

In Colle

ge

Not in

College

Gradua

ted Colle

ge

19

7 6

of Re-spondents

of Respondents

Education Level


Has Bought Products


29

3

8

24



New Target Market

Generation Y

Starting full-time


income

Strong influence


market


date marketing




Strengths





community ties

Weaknesses





Opportunities




Threats




city area


Strengths





Weaknesses




Opportunities




Threats



buying habits












Objectives Met

Objective 1





companies

Objectives Met

Objective 2



or party)


events


accounts


Announce when new

products are in


Objectives Met

Objective 3

Local Scholarship











Objectives Met

Objective 4




Business majors


of Michigan

Teachers Recommend

Students


motorcycle



CampusStudents

set station


$500 Scholarships


5






August)











93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion



(5050)bull Ongoing




Findings

In Colle

ge

Not in

College

Gradua

ted Colle

ge

19

7 6

of Re-spondents

of Respondents

Education Level


Has Bought Products


29

3

8

24



New Target Market

Generation Y

Starting full-time


income

Strong influence


market


date marketing




Strengths





community ties

Weaknesses





Opportunities




Threats




city area


Strengths





Weaknesses




Opportunities




Threats



buying habits












Objectives Met

Objective 1





companies

Objectives Met

Objective 2



or party)


events


accounts


Announce when new

products are in


Objectives Met

Objective 3

Local Scholarship











Objectives Met

Objective 4




Business majors


of Michigan

Teachers Recommend

Students


motorcycle



CampusStudents

set station


$500 Scholarships


5






August)











93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion

Findings

In Colle

ge

Not in

College

Gradua

ted Colle

ge

19

7 6

of Re-spondents

of Respondents

Education Level


Has Bought Products


29

3

8

24



New Target Market

Generation Y

Starting full-time


income

Strong influence


market


date marketing




Strengths





community ties

Weaknesses





Opportunities




Threats




city area


Strengths





Weaknesses




Opportunities




Threats



buying habits












Objectives Met

Objective 1





companies

Objectives Met

Objective 2



or party)


events


accounts


Announce when new

products are in


Objectives Met

Objective 3

Local Scholarship











Objectives Met

Objective 4




Business majors


of Michigan

Teachers Recommend

Students


motorcycle



CampusStudents

set station


$500 Scholarships


5






August)











93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion

New Target Market

Generation Y

Starting full-time


income

Strong influence


market


date marketing




Strengths





community ties

Weaknesses





Opportunities




Threats




city area


Strengths





Weaknesses




Opportunities




Threats



buying habits












Objectives Met

Objective 1





companies

Objectives Met

Objective 2



or party)


events


accounts


Announce when new

products are in


Objectives Met

Objective 3

Local Scholarship











Objectives Met

Objective 4




Business majors


of Michigan

Teachers Recommend

Students


motorcycle



CampusStudents

set station


$500 Scholarships


5






August)











93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion


Strengths





community ties

Weaknesses





Opportunities




Threats




city area


Strengths





Weaknesses




Opportunities




Threats



buying habits












Objectives Met

Objective 1





companies

Objectives Met

Objective 2



or party)


events


accounts


Announce when new

products are in


Objectives Met

Objective 3

Local Scholarship











Objectives Met

Objective 4




Business majors


of Michigan

Teachers Recommend

Students


motorcycle



CampusStudents

set station


$500 Scholarships


5






August)











93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion


Strengths





Weaknesses




Opportunities




Threats



buying habits












Objectives Met

Objective 1





companies

Objectives Met

Objective 2



or party)


events


accounts


Announce when new

products are in


Objectives Met

Objective 3

Local Scholarship











Objectives Met

Objective 4




Business majors


of Michigan

Teachers Recommend

Students


motorcycle



CampusStudents

set station


$500 Scholarships


5






August)











93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion












Objectives Met

Objective 1





companies

Objectives Met

Objective 2



or party)


events


accounts


Announce when new

products are in


Objectives Met

Objective 3

Local Scholarship











Objectives Met

Objective 4




Business majors


of Michigan

Teachers Recommend

Students


motorcycle



CampusStudents

set station


$500 Scholarships


5






August)











93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion





companies

Objectives Met

Objective 2



or party)


events


accounts


Announce when new

products are in


Objectives Met

Objective 3

Local Scholarship











Objectives Met

Objective 4




Business majors


of Michigan

Teachers Recommend

Students


motorcycle



CampusStudents

set station


$500 Scholarships


5






August)











93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion



or party)


events


accounts


Announce when new

products are in


Objectives Met

Objective 3

Local Scholarship











Objectives Met

Objective 4




Business majors


of Michigan

Teachers Recommend

Students


motorcycle



CampusStudents

set station


$500 Scholarships


5






August)











93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion

Local Scholarship











Objectives Met

Objective 4




Business majors


of Michigan

Teachers Recommend

Students


motorcycle



CampusStudents

set station


$500 Scholarships


5






August)











93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion




Business majors


of Michigan

Teachers Recommend

Students


motorcycle



CampusStudents

set station


$500 Scholarships


5






August)











93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion






August)











93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion






93

7



96

4

Biker Bobs HD$52000


Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion

Conclusion






Slide 1

Background

Community


Research Methods

Research Process

Findings

New Target Market



Objectives

College Month


Twitter Account

Local Scholarship



Proposed Metrics


Conclusion

harley davidson deca

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