The Roles of Segmentation, Targeting, Positioning, & Branding in Marketing Decisions

Read these articles:

 

Hagerty, James R. (2011 October 31). Harley, WIth Macho Intact, Tries To Court More Women. Wall Street Journal.

Available on 2011 December 22 in ProQuest via the Touro College eLibrary.

 

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

Available on 2011 December 22 in ProQuest via the Touro College eLibrary.

 

Respond to each of the following directives and/or questions:

 

(1) Briefly describe Harley Davidson’s traditional targeting and positioning strategy.  Do NOT include definitions of target market, positioning or segmentation. Do NOT quote or paraphrase from the Harley Davidson website. H-D’s history, founding date and mission are not relevant: just answer the questions here.

 

(2) How does Harley have to change its targeting and positioning strategies to reach women? Give some examples from the article and make at least 2 suggestions of your own. For instance, what TV shows and magazines might Harley choose for advertising? Why? What ‘women’s’ magazines might be appropriate?

 

(3) If Harley aggressively targets women, should the company experience a backlash from ‘males’ and from its current buyers?

 

(4) A ballet company once teamed up with Harley for a promotion.  Harley was a sponsor because the company found that demographics (and some psychographics) for Harley buyers were actually quite similar to those of ballet patrons. Are you be surprised? Why or why not?

 

 

Expectations with regard to your References and Defense of Your Positions

 

To make it easier for you instructor to grade your paper, it is expected that you will use the above directives and/or questions as titles placing your responses to those directives and/or questions below each.

 

It is expected that you will back up your positions or opinions with references to the required readings found in Background1 and Ongoing Useful Resources.  In using those references, it is expected that you will demonstrate your understanding of the concepts presented.  Therefore, rather than grade on how much information you find about the product that is the subject of CASE1; the emphasis in grading your paper will be on your defense of the positions you take with regard to the issues in the above directives and questions.  In effect, you are expected to write clearly, simply and logically. And, in terms of that logic, remember that:

(1) the “why” is more important than the “what,” and

(2) the defense of your positions on the issues is more important than the positions you take..

 

It is expected that you will NOT repeat or quote definitions.  Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented in those required readings.

 

It is expected that you will paraphrase the facts you find into your own words and ideas.  In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should be not much longer than 5 words.

 

It is expected that when you write an academically-oriented paper of this type, much of the information you uncover will be facts about the product.  Even if you paraphrase those facts, you should cite in your text the source for those facts and link those citations to references at the end of your paper.

 

Guidelines for handling quoted and paraphrased material, are found at

 

Author Unknown (ND) Purdue Online Writing Lab.  Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University.

Available on 2011 December 22 at

http://owl.english.purdue.edu/owl/

 

Author Unknown (ND) Quoting, Paraphrasing, and Summarizing.  Purdue Online Writing Lab.  Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University.

Available on 2011 December 22 at

http://owl.english.purdue.edu/owl/resource/589/01/

 

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