Read the above Case study first. Names & explain Channels of Distribution in Mar

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Read the above Case study first. Names & explain Channels of Distribution in Marketing then use it to answer how it contributed in Distribution Channels in Harley Davidson Company and functions of Marketing Channels in Harley. CASE STUDY 2 HARLEY-DAVIDSON LEADS THE PACK IN RETAIL EXPERIENCE The 2012 Pied Piper Prospect Satisfaction Index U.S. Motorcycle industry Benchmarking study has been released with Harley-Davidson Motor Co. emerging on top ranking. The study combines feedback gleaned from 1,653 mystery shoppers from July 2011 to April 2012 with corresponding sales figures to assess the retail experiences of motorcycle dealerships throughout the United States. Harley-Davidson leads in 16 different sales activities including offering test rides, obtaining consumer contact information and directly asking for the sale op of that, all 700 Harley-Davidson retail stores in the U.S are independently owned and operated, making a coherent, branded retail experience particularly challenging On 0 On May 1, 2012, Harley-Davidson launched its 'E Pluribus Unum, largely social-media-based campaign, or 'out of many, one', designed to break down the stereotype of a traditional Harley rider and highlight the diversity of the company's customer base. It also celebrated 'Women ider's Month' throughout the month, marketing to potential new female customers. Its vice president of North American sales explains what makes the Harley retail experience successful and how it reaches a new demographic of riders. Q: How do you ensure that all your retail locations around the world have a coherent branded experience and stay at the top of the game? A: We are on a multiyear strategy- Retail 20/20'. It is all about delivering a personalized, compelling, premium, and truly customer experience to every customer, every day everywhere and central to delivering the experience are our dealers. Specific to the strategy, the philosophy is to be customer-led i.e. to truly understand customer motivations and barriers, and ultimately, planning and developing and designing products and experiences with not only customers' wants and deeds in mind, but their input as well. Our field representative in sales, marketing, financial, insurance and service make routine calls on the dealerships to coach, council, and share best practices. The sales team has been focused on selling factors, such as did the salesperson give you a compelling reason to buy, offer you a test ride, use good visuals in the sales presentation, ask you for your name. May is Women Riders Month. How long has that initiative been going on and what results have you seen? Q: The strategy is to grow our core customer base with a challenge to grow our new customer base at an even faster rate. New riders, including women, who are very important to our business, add to the equation. Despite the fact that our dealerships can be intimidating to new riders, or perhaps non-riders, and that our brand is very powerful and can be intimidating at times, our dealers have been doing a fantastic job of welcoming new customers to the brand and to their stores. A:

Explanation / Answer

An ideal market is where the consumer is. This statement is being publicized widely & is followed in Harley Davidson. On account of the huge exposure that it has obtained with media & promotions, & in course of time, Harley Davidson has got an incredible brand equity which has led to   widespread demand worldwide.

Also, an increase in purchasing potential has provided power in the hands of the consumers & hence Harley Davidson decided to expand overseas. It has been exporting bikes & spare parts to most nations across the world since a long time; however this impacts its pricing to a large extent, on account of the involvement of taxation structure & high custom duties, which in turn restrict this item to only the fervent fans / the expanding markets.

Major strategic alterations are made in production strategies, & 2 key production units have been set up external to the home nation- in India; (for the Asian market), & in Brazil; (in order to cover the distribution of Latin America), which is a chief ‘Placement’ benefit for Harley Davidson.

It distributes its bikes via their autonomous showrooms and dealerships spread globally. The high-end dealerships are aided by HDFS to facilitate them to operate the business effectually & control the operational expenses.

In few of the markets the non-conventional outlets like SRO’s (i. e seasonal retail outlets) are enabling the firm in further market penetration. These outlets are an expansion of the chief dealerships.

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