A Sample Thesis Conclusion on Harley and Davidson
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Brand is considered as an important aspect to any business, because it has an impact over their relationship with the customers. Brand serves as a connection symbols which enable the customers to recall and then decide what to buy and avail. Just like, product, brand is also being affected by different factors both in external and internal environment, therefore it go through different stages that are important in order for the company to decide what marketing strategies to be implemented.
Harley-Davidson is considered as one of those historic brands in the history of marketing, however, just like other companies, in any industry, it is not exempted from problems regarding its image. As a matter of fact, this paper had been able to show the different problems and dilemmas faced by Harley-Davidson in its entire operation in order to maintain its good performance.
However, in this case, Harley-Davidson had been able to give lessons for those companies that are striving for their position in the market that is to focus on the demands and needs of the customers, by including the preferences of the customers in the decision-making process. Like what have explained, Harley-Davidson, in spite of its problematic financial condition, it still focused on strengthening its connection or relationship with the customers by creating a network that will connect all of the people who are interested and loved their Harley-Davidson’s bikes. As have mentioned, those brands that have been able to create strong relationship with the customers will win in the end. This can be observed in the situation of Harley-Davidson. In connection, according to Jim Ziemer, president and CEO of Harley-Davidson “Emotions play a huge role in every customer relationship. Millions of people dream about riding our motorcycles – often at a young age – and have an emotional connection to the brand before they ever experience it up close.” (Hadodo & Pignal 2006). Because of the strong connection of the customers towards the brand, and the consistent effort of the company to show their customers that the company is doing everything in order to improve their products and service, cult brand had been established. Harley’s success as a cult brand has been driven by the unshakable loyalty and advocacy of the HOG with 650,000 member club. This enables the company to create a sense of community or an extended family through events, plant tours, races as well as bike rallies (Gorchels 2005, p. 80).
Aside from this, Harley-Davidson also shows intensive focus on innovation. In the entire history of the company, Harley-Davidson had been able to contribute to the entire technology being used in the motorcycle industry. It is important to take note that those companies that can create customer preference grow and prosper, however, this is challenging because the preferences of the customers is not constant, they changes with accordance to tastes, fashion, competitive offers as well as new technological offerings. Harley-Davidson enables to collapse boundaries, exceed the expectations of the customers and focuses on the speed of change (Bridgewater & Doyle 1998). This is another of the primary reasons why Harley-Davidson was and being loved by its loyal customers, because it enables to focus on improving its current products and offers something new for the customers which made them more attached to the brand.
Based on this, it is important for any company to focus on different marketing strategies and approach in order to ensure long staying power in the market and industry. However, it is important to consider the different internal and external relationship of the company in order to come up with the effective marketing strategies.
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