Harley Davidson is an American motorcycle company that was threatened by Japanese imports for many years. It took on an offensive marketing strategy to rebuild its market share. Search online for information about Harley Davidson's marketing strategy and use those sources to develop a positioning statement for the organization using the outline provided below.

* For..... (target customer or market)

* Who...... (compelling reason to buy)

*Our product is a......... (product's placement within a new or existing category)

*That provides.............. (key benefits that directly addresses the compelling reason to buy)

*Unlike............ (primary alternative source of the same benefit [the competition])

*Our product........ (key difference or point of differentiation in relation to the specific target customer)