Market Research Implementation Plan: Problem Identification and Project Outline

1554 Words4 Pages
bulb-icon

Recommended: Assessing a customer service

Market Research Implementation Plan: Problem Identification and Project Outline

From humble beginnings in 1901 to current day, Harley-Davidson strives to build and provide not only a mode of transportation but also a lifestyle. According to Harley-Davidson (2001-2011), the company mission reads “We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders” (Company, para. 2). The company always has not experienced the success they are realizing today and no one knows what challenges tomorrow can bring. Harley-Davidson is committed to providing the best customer service in every department.

Although Harley-Davidson’s mission implies the company connection with customers helps create superior value, Harley-Davidson still needs to formulate a way to measure customer service. The company uses surveys to collect data relating to customer service, customer experience, and customer opinion. One method Harley-Davidson uses for data collection is a panel of owners who have been invited to take part in special surveys. Harley-Davidson also uses their Harley Owners Group (H.O.G) community to collect data regarding customer satisfaction. Each new motorcycle purchase requires a survey to determine if the customer is completely satisfied. Any work conducted at the service department garners a phone call from the company requesting information and opinions on customer service. Analyzing this data provides Harley-Davidson a direction to consider and plans to implement to continually improve customer service.

Necessary Market Research and its Importance to Harley-Davidson

Harley-Davidson Motorcycles has made a decision to evaluate its perceived cust...

... middle of paper ...

... optimizing their customer service standards. They use many methods such as surveys and questionnaires to obtain useful information from their customers. Harley-Davidson has just recently decided to implement a plan that will assist them in evaluating their perceived customer service. To do this, market research will have to be conducted that carefully examines their customers. If Harley-Davidson is successful in their market research plan, they will have access to the information they need to keep their existing customers happy and to better attract new customers.

Works Cited

Harley-Davidson. (2001-2011). Harley-Davidson USA. Retrieved from

http://www.harley-davidson.com

Wilhite, B. (2011). Westminster College Review. Westminster College. Retrieved from

http://www.westminstercollege.edu/review/index.cfm?parent=1607&detail=1609

&content=1621

Show More
Related

  • Allstate Analysis

    941 Words  | 2 Pages

    Slide 4-7 describes the first step in the marketing research process as needing to define the problem, specify decision alternatives and state research objectives. Allstate’s problem was that they were losing out on market share in non-traditional sectors like motorcycle insurance, and that it could be due to their conservative image. Generally when one thinks of people that ride motorcycle, “conservative” isn’t the first description that comes to mind. They could try to become more relevant to motorcycle (and other non-traditional) insurance shoppers by making them more aware of their products, relating to and understanding their wants and needs from an insurance company and being competitively priced. During the research process they may even find an alternative they originally hadn’t thought of.

    Read More

  • Harley Davidson Case Analysis

    1791 Words  | 4 Pages

    Harley Davidson has built a brand that is more than just the spread eagle on a load rumbling motorcycle, but for those who purchase a Harley they are purchasing a lifestyle, an experience, or piece of American culture if you will. Due to this differentiating factor Harley has been able to charge a premium for its products and still be successful against its lower priced competition. Harley built upon this lifestyle when it created the Harley Owners’ Group (HOG). Harley would promote shows, rallies and rides through HOG in the US and even in other countries. This helped to build its coveted image into more of an exclusive club.

    Read More

  • Insurance in the US Industry Market Research

    1102 Words  | 3 Pages

    Marketing research is the systematic design, collection, analysis, and reporting of data and its findings relevant to the specific marketing situation that a company faces (Kotler, 2012). By researching the motorcycle rider, Allstate is able to identify who they are and what they experience. In 2008, Allstate conducted a “Who’s Behind the Helmet” survey. They defined their qualifications as a motorcycle owner who is 18 years of age or older with an income of $50,000 or more. (Floyd, 2008). The 500 person sample size produced insightful and interesting details for Allstate. Jeff...

    Read More

  • Harley-Davidson Inc.

    2888 Words  | 6 Pages

    Harley-Davidson, the corporation, has many things to brag about. On top of their financial success over the years, they have built a solid reputation as a fair, honest, and caring company. In January 2002, Forbes magazine named Harley-Davidson its “Company of the Year for 2001and in February, Fortune magazine selected them as one of the nation’s “Most Admired Companies.” Every employee at the company can be proud of these achievements because the corporate culture stresses the importance of all employees. While maintaining a level of success in these areas, they have managed to increase their revenues for the last sixteen years straight. Even in the economic downturn of the last year, Harley-Davidson posted record revenue and earnings.

    Read More

  • Specialized Bicycle Components Inc.

    1279 Words  | 3 Pages

    This case study is about “Specialized Bicycle Components Inc.” known as Ride the Red “S”. Specialized was founded in 1974 by Mike Sinyard. According to Chris Murphy, director of marketing for Red “S”, specialized is for serious riders. He says, “The customer is buying the ride from us, not just the bike.” The company began to produce its own bike parts by 1976, and introduced the first major production mountain bike in the world in 1980. Specialized now has an extensive global distribution network of 5000 retailers in 35 countries in Asia, North America, South America, and Australia. They maintained a reputation as the technological leader in the bike and bike accessories. The formal mission is still the same since they established the company “To give everyone the best ride of their life.”

    Read More

  • Strategic Alternatives HD

    2046 Words  | 5 Pages

    There are many ways in which Harley-Davidson can improve its operations, all of which can be found through conducting a thorough analysis of the strengths, weaknesses, opportunities, and threats the company is presently facing. The executives of Harley-Davidson considered the company’s internal strengths and weaknesses by completing an internal factor analysis summary (IFAS). Next, the external opportunities and threats were analyzed by completing an external factor analysis summary (EFAS). The analysis of these two summaries in turn produced the viable strategic alternatives outlined in the company’s strategic factor analysis summary (SFAS). The resources, capabilities and diverse leadership team of Harley-Davidson have provided the foundation for the company’s continuing ability to be both versatile in its product offerings as well as adaptive to consumer desires. The strategies of adjusting pricing, refocusing the company’s corporate culture and targeting a new consumer market will assist the company in fine tuning its operations over the next several years to ensure Harley-Davidson maintains its position as the leader in the motorcycle industry.

    Read More

  • Market Research Implementation: McDonalds

    1309 Words  | 3 Pages

    We have come to the phase that allows Team A to apply the research tools and implement a market research plan. Team A will review various marketing research tools that are available for researchers to use such as secondary research, secondary on-line research, exploratory research, nondirective interviews, and the Likert scale. Our secondary research is showing that consumers are demanding healthier menu options. This market research implementation plan will develop several market research tools; including questionnaires’ and the Likert scale to verify if McDonald’s consumers genuinely want and will purchase healthier menu items.

    Read More

  • Harley Davidson Market Analysis

    1808 Words  | 4 Pages

    During the 1970's, HD was facing a decline in market share due to increased competition with Japanese companies. By phasing out weak models, becoming more selective, and limiting sales and promotions, HD was able to carve out a niche in the marketplace which it enjoys today. Now again faced with a period of decline, HD is relying on its newly adopted marketing objectives. First, HD needs to expand its potential customer base to include enthusiasts and non-enthusiasts young males, and females into buying HD motorcycles over any other competitor. This thought is accomplished through the introduction of the VRSC’S, and the lower and narrow Sportsters, Dyna’s, Softail’s and positioning them in the market to a younger demographic. Secondly, HD needs to position the VRSC’S, Sporster, Dyna and Softail to also appeal to first time buyers of motorcycles. HD's strong brand identity can help pull in new clients.

    Read More

  • Hunk Engine Case Study

    598 Words  | 2 Pages

    Michael Porter tells us how the life cycle works through stages, first of which is the development phase, into the introduction, growth, maturity, and decline. Hunsk motors didn’t carefully take into account each phase of its product sold, and lacked the ability to connect consumers towards the motorcycles identity. By introducing...

    Read More

  • Marketing Plan For Crowning Glory

    1499 Words  | 3 Pages

    ...es several groups were randomly selected to help get some insight into prospective customers. These groups consisted of a wide range of females ages ranging from 15-75. They were asked a variety of question. These questions consisted of what type of service they were typically use to and how that current services could possibly be improved. They were given information about our company and what we offer. We then asked what were some of their personal feelings about having our company come into their homes to provide them with service. They provided us with feedback that was pretty much already known to Crowning Glory nonetheless to our surprise there was feedback that made sense but had not been thought of.

    Read More

  • Harley Davidson

    4253 Words  | 9 Pages

    Harley-Davidson’s management had much to be proud of as the company wrapped up its Open Road Tour centennial celebration that began in July 2002 in Atlanta, Georgia, and ended on the 2003 Memorial Day Weekend in Harley’s hometown of Milwaukee, Wisconsin. The 14-month Open Road Tour drew large crowds of Harley owners in each of its five stops in North America and additional stops in Australia, Japan, Spain, and Germany. Also during its 2003 centennial year, Harley-Davidson was named to Fortune’s list of “100 Best Companies to Work For” and was judged third in automotive quality behind Rolls-Royce and Mercedes-Benz by Harris Interactive, a worldwide market research and consulting firm best known for the Harris Poll. The company’s revenues had grown at a compounded annual rate of 16.6% since 1994 to reach $4.6 billion in 2003—marking its 18th consecutive year of record revenues and earnings. In 2003, the company sold more than 290,000 motorcycles, giving it a commanding share of the 651+cc motorcycle market in the U.S. and the leading share of the market in the Asia/Pacific region. The consistent growth had allowed Harley-Davidson’s share price to appreciate by more than 15,000% since the company’s initial public offering in 1986.

    Read More

  • Harley Davidson Analysis

    1339 Words  | 3 Pages

    "We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments."

    Read More

  • Case Study Of Mustela

    1246 Words  | 3 Pages

    To effectively sell a product or service, organizations have to really know how customers behave, regarding to what they buy. The study

    Read More

  • Marketing Research Literature Review

    1253 Words  | 3 Pages

    I have chosen the market research because it is the very first step of most economical process. Philip Kotler (1994) define the marketing research as

    Read More

  • Vision and Mission

    1295 Words  | 3 Pages

    The basic products or service provided to customers is addressed as is the targeted groups of customers served. The mission statements points out that Harley Davidson provides to (whom) the general public (does what) an expanding line of motorcycles and branded products. The be...

    Read More

More about Market Research Implementation Plan: Problem Identification and Project Outline

Open Document