Harley-Davidson® Motor Company: Bonding with the Biker

Description

Harley-Davidson® Motor Company: Bonding with the Biker: Abstract

Harley-Davidson® Motor Company: Bonding with the Biker is a case study by Laurence Beder and Stephanie Townsend.

Since 1996, when international motorcycle manufacturer Harley-Davidson (Harley) first established a presence in South Africa, the company had grown from only one dealership to seven independent dealerships in 2007. Although Harley owners were mostly male, five years previously, South African dealerships had been the first to act on a concerted global Harley strategy to penetrate the female market. The move had been successful, and there were now proportionally more female Harley owners in South Africa than in any other country.

Teaching objectives

To develop understanding of the principles for success in below-the-line marketing.