Q7. Go through the following case study and answer the question below. (20 marks)

Harley Davidson is known as a leading player in the heavyweight motorcycles segment worldwide. In the U.S. motorcycle market, they initially focused their business on only one demographic segment - older white guys. This was going well until almost all of them lost their motorcycles to recession in 2006.

Harley's sales kept rising post 2006, but the growth was very slow. To increase the sales, Harley segmented its audience to women, minorities, young people and consumers outside U.S. Harley also identified that 10% of the U.S. motorcycle riders were women.

Harley- Davidson then started promoting its sportster model bikes for women. It was offered in 7 different models (which varied from country to country).Harley priced these bikes at a reasonable amount of around USD 10,000 to allow customers to keep coming back.

Harley promoted its motorcycle brand by implementing different strategies. Apart from dealer promotions, they also had several advertisements in national media and radio, direct mailings, print and the internet.

Harley distributed its bikes through their independent showrooms & dealerships spread worldwide. Additionally, it also conducted customer events to sell the products to its retail customers.

Harley positioned itself by saying 'loud motorcycles' to gain the attention of all.Overall, Harley Davidson is very strong in the mind of consumers as a motorcycle brand which is known for its advancedtechnologyand design.

Q. Examine the case of Harley Davidson from a STP perspective and state the Marketing Mix (4P) strategy implemented by them for their women customers. What is your opinion on the strategy?