链男华经降餐事大学 营销学原理 IV.Case Analysis:Harley Davidson(30 points ) One of the true success stories in American business is the motorcycle manufacturer, Harley Davidson.Since 1990,sales of Harley Davidson motorcycles and parts and accessories (零部件)have increased 15%per year.Even with cash(现金)，the purchaser of a new Harley may have to wait up to(一直到)2 years to take delivery(交付).The motorcycles cost about$l5OO0 for a new one.In fact,.the company deliberately(故意地)restricts(限制)its output. Established in 1903,Harley's success resulted from a confluence(聚集、汇合)of environmental changes in the United States and around the world.Harleys are seen as more than just motorcycles.They represent America,Hol山wood(好菜坞)，Masculinity(男子气 概)，and a number of other icons(偶像).In addition,with the increased number of affluent (富裕的)Baby Boomers(婴儿潮时期，即1946-1964年出生的人，约占美国人口的 1/3),there are more than enough customers for the product.The company has successfully created brand loyalty through its image and Harley Owners'Groups(HOGs). Because of current excess demand(过剩需求)for its products,Harley's problem is not identifying new market segments to pursue ()for further growth.The company has done an excellent job of focusing its products at the heavyweight(重型)end(目标)of the market. Questions: 1.The main marketing objectives of businesses could be:survival,current profit maximization,market share leadership,and product quality leadership.Which kind of marketing objective does Harley Davidson pursue according to the above case?Explain. (10 points) 2.Why do some consumers still like to buy Harley's motorcycles even if they have to pay high prices and wait for 2 years?Explain the reasons from the consumer buying behavior perspectives.(10 points) 3.Honda(本田)challenged(挑战)Harley aggressively(积极地)with its small low-priced motorcycles(50cc.Engines50毫升发动机的小型摩托车).Is it reasonable for Harley to enter the small motorcycle market also?Back up your judgment with solid arguments.(10 points) 第9页共11页营销学原理 IV. Case Analysis: Harley Davidson ( 30 points ): One of the true success stories in American business is the motorcycle（摩托车）manufacturer, Harley Davidson. Since 1990, sales of Harley Davidson motorcycles and parts and accessories （零部件）have increased 15% per year. Even with cash（现金）, the purchaser of a new Harley may have to wait up to（一直到）2 years to take delivery (交付). The motorcycles cost about $15 000 for a new one. In fact, the company deliberately（故意地）restricts（限制）its output. Established in 1903，Harley’s success resulted from a confluence（聚集、汇合）of environmental changes in the United States and around the world. Harleys are seen as more than just motorcycles. They represent America, Hollywood（好莱坞）, Masculinity（男子气 概）, and a number of other icons （偶像）. In addition, with the increased number of affluent （富裕的） Baby Boomers （婴儿潮时期，即 1946-1964 年出生的人，约占美国人口的 1/3）, there are more than enough customers for the product. The company has successfully created brand loyalty through its image and Harley Owners’ Groups (HOGs). Because of current excess demand （过剩需求）for its products, Harley’s problem is not identifying new market segments to pursue（追求）for further growth. The company has done an excellent job of focusing its products at the heavyweight（重型）end（目标）of the market. Questions: 1. The main marketing objectives of businesses could be: survival, current profit maximization, market share leadership, and product quality leadership. Which kind of marketing objective does Harley Davidson pursue according to the above case? Explain. (10 points) 2. Why do some consumers still like to buy Harley ‘s motorcycles even if they have to pay high prices and wait for 2 years? Explain the reasons from the consumer buying behavior perspectives. (10 points) 3. Honda（本田） challenged（挑战）Harley aggressively（积极地）with its small low-priced motorcycles (50cc. Engines 50 毫升发动机的小型摩托车). Is it reasonable for Harley to enter the small motorcycle market also? Back up your judgment with solid arguments. (10 points) 第 9 页 共 11 页