Harley Davidson

In: Business and Management

Submitted By mibmoes
Words 630
Pages 3
CB in Practice: Harley Davidson

Use the following two articles together with articles you find to answer the below questions about market segments Harley Davidson currently serves as well as their pursuit of new segments in the global marketplace.

Robert Johnson. (December 19, 2011). The Good Life -- When Heaven Is a Harley: The 50-plus crowd is having a belated romance with motorcycles. Wall Street Journal (Eastern Edition), p. R.6.

Melhdi (January 13, 2010). Some Reflections on Entrance of Harley Davidson in India. Asianbiz, accessed electronically on February 6, 2012 at http://asianbiz.blogspot.com/2010/01/some-reflections-on-entrance-of-harley.html.

Be sure to properly cite all your references including the articles listed above. See an overview of how to cite your references at the end of this document.

Q1. Define the term ‘market segmentation’. Describe the basic steps involved in market segmentation. What is the end goal of market segmentation?

Q2. Describe at least four generic bases (Note: demographic characteristics count as one of the four) for segmenting the market and provide an example each.

Q3. Describe the market segment(s) Harley serves – find and use at least one outside source beyond the articles provided – to describe in detail two different market segments targeted.

Q4. Define the term ‘market potential’. How does ‘market potential’ relate to the concept of a ‘target market’?

Q5. Select one of the segments you identified in Q3. And describe this market segment demographically. Consult secondary data (e.g., U.S. Census information) to estimate the size of this market segment. Hint: it will not be possible to provide an exact number but rather a range. Provide the upper limit of this range.

Q6. Article two (Mehdi 2010) above discusses the history of Harley Davidson’s entrance into the Indian motorcycle market as…...

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