New Product Marketing Plan

11 Pages 2732 Words

Abstract
This is a complete strategic marketing plan for Harley-Davidson’s latest model, the War Eagle. The War Eagle represents a new style of motorcycle for Harley-Davidson, which will help ensure the viability of the company in the future. This paper will detail the following points of the strategic marketing plan.
1) Objectives & Mission Statement
2) Customer Targets
3) Competitor Targets
4) Product/Service Features
5) Core Strategy
6) Marketing Mix
a) Communications & Promotion
b) Price
7) Product Policy
8) Channels of Distribution
9) Customer relationship Management
STRATEGIC MARKETING PLAN:
HARLEY-DAVIDSON WAR EAGLE

Objectives & Mission Statement
The long-term objective Harley-Davidson hopes to achieve with the War Eagle is to introduce new, younger riders to the brand to eventually replace the older baby boomer riders who will soon be retiring from the sport. The short-term objective of the War Eagle is to gain market share. (Winer, R.S. (2004) p.33) We are setting a goal of selling 3,000 units for the 2006 model year. In order to achieve market penetration and take market share away from our competitors, we will keep the price of the War Eagle relatively low (to other Harley models), and sell it at a very small profit margin. (Winer, R.S. (2004) p.34-35)

Customer Targets
Motorcycles were once viewed as a cheap means of transportation. By the 1980s, they came to be viewed as a recreational, or luxury item. This new perception
of motorcycles led to the introduction of more expensive models with higher prices.
Gross domestic product in the US is projected to increase by 3.5% in 2005. (www.cpb.nl, 2005) This will result in an increase in disposable income. When disposable income increases, consumer spending increases. Harley-Davidson motorcycles are considered a discretionary item and sales of Harley-Davidson depend mainly on disposable income. Disposable income has seen a grow...