Action steps for African Business Schools
2011-05-24 13:56:36 UTC
Case Study: HARLEY-DAVIDSON(R) MOTOR COMPANY: BONDING WITH THE BIKER
Title
HARLEY-DAVIDSON(R) MOTOR COMPANY: BONDING WITH THE BIKER
Author
Townsend, S; Beder, L
Pages
18
Product Type
Background note
Reference #
507-184-1
Teaching Note
not available
Institute
Setting
South Africa
Year
2007
Keywords
Marketing, Strategy, Below-the-line marketing
Summary/
Abstract
Abstract
Since 1996, when international motorcycle manufacturer Harley-Davidson first established a presence in South Africa, the company had grown from only one dealership to seven independent dealerships in 2007. Expansion into the female market had been highly successful. However, the expansion of the black market remained a huge challenge to Harley in South Africa. Mishka Moller, Marketing Manager of four South African Harley dealerships, believed that the slight increase in the number of black Harley owners over the past two years did not nearly reflect the potential that was inherent among the so-called 'Black Diamonds'. What would Harley South Africa have to do to market the Harley lifestyle to this potential customer base? One of the AABS Case study competition winners of 2008
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