Consumer Concepts/Consumer Decision-Making

Risk Management Techniques
October 30, 2020
Develop a WBS (work breakdown structure)
October 30, 2020

I decided to talk about Harley Davidson Company and their new vision of the industry. When someone speaks about Harley-Davidson I see the picture of a beautiful and loud motorcycle, but what if I’ll say, that Harley-Davidson decided to produce green, electric and silent bike? Even worse, electric bicycle by Harley-Davidson.

”Harley-Davidson’s first electric pedal-assist bicycles are light, fast, and easy for anyone to ride. Designed to shine in urban environments, this all-new line of bicycles is just one more example of how Harley-Davidson is actively working to inspire a new generation of two-wheeled riders around the world.” (HD website.) Really excited to see their new creation on the streets.

I think this is a great idea for the company. More and more people decided to change their old cars to the new electric cars for many reasons. One of them, and probably the most important one, is climate change. People trying to do something with global environmental issues, that’s why they’re choosing green transportation. Is there a similar situation with a green electric bike?

Harley-Davidson motorcycle is a toy for adult kids, who wants to feel the power of bike and hear the sound of Harley. What about the bicycle? Technology has changed the way children grow up. Children are bombarded with advertisements, video games, television shows, movies, and a myriad of other images from an early age. That’s why Harley-Davidson launched their balance electric bikes for children. Their two new models are created specially for children 3-7 years old. The price for those products starts from 645$.

Resources:

Sorry Professor for late respond, still tried to figure out how to work with library, and which information I have to add. Posting everything I have for the moment.

  1. The first Harley‑Davidson® electric motorcycle. https://www.harley-davidson.com/us/en/motorcycles/livewire.html
  2. Harley struggles to fire up new generation of riders with electric bike debut

https://www.reuters.com/article/us-harley-davidson-electricbike-focus/harley-struggles-to-fire-up-new-generation-of-riders-with-electric-bike-debut-idUSKBN1WM10N

  1. Exclusive: leaks on Harley-Davidson electric bicycles reveal new details

Exclusive: leaks on Harley-Davidson electric bicycles reveal new details

  1. Harley-Davidson’s electric motorcycle signals a big change for the legendary, but troubled, company

https://www.cnbc.com/2018/11/09/harley-davidsons-electric-motorcycle-is-a-big-change-for-the-company.html

5.

Part A. Introduction

  1. Mission Statement/Identify Objectives of Campaign/Vision/who founded the company/very brief historical sketch of the company/description of company’s current status.
  2. SWOT analysis.
  3. Describe the product/brand or service in terms of features, attributes, and benefits as well as anything else that is important to note (unique product design)
  4. Has the product gone through any improvements?
  5. Briefly include 2 notable happenings related to sales, profits, or annual revenue.
  6. Revenue model – how the company makes money.
  7. What is the company’s value proposition?
  8. Include a major competitor and minor competitor.

Part B. Identification of target markets and internal influences

  1. Describe markets and primary target market in terms of demographics, psychographics, and or buyer behavior
  2. Are there any potential secondary target markets that you would recommend for this product? Describe these segments in terms of demographics and how they would be segmented.
  3. Does the product/brand/or service satisfy different needs or wants?
  4. Is the product suited for different or distinct personality types, or lifestyles?

Part C. Consumer Concepts/Consumer Decision-Making

1. What do consumers use this product, brand, or service for? How involved are they, in your opinion? (use research to support this question)

2. Use, and choose concepts that were used throughout the semester such as motivation, perception, lifestyles, knowledge, cultural, attitudes, problem recognition (What problem does it solve?), information search, learning, conditioning, etc. Connect to at least 5 concepts. Incorporate them into your paper.

3. Social media presence related to the company’s Twitter posts, consumer reviews, or other social media to support consumer concepts, themes, or processes.

Part D. Marketing strategies and marketing communications analysis used by the company that sells the brand, product, or service/recommendations for the company

1. Name at least two marketing strategies, or communications media strategies used that may have contributed towards helping a consumer decide to buy this product, brand, or service.

Make recommendations that are the result of all the research above. State why you believe these recommendations will increase the number of consumers buying this product in the future.

If the company already has a plan for increasing consumer usage, state the plan and why you think it will work, or not.

If no changes are suggested on any of the information you found in your research, then explain why the company’s consumer strategies will be “spot on” in future growth.

Part E. Conclusion

Your thoughts and final synopsis of what you researched. What concepts, models, theories, processes or themes from Consumer Behavior might be used to enhance, or change, this brand, product, or service? Choose, and name, at least one, and state how you feel it could change, or, enhance, consumer buyer behavior.
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This paper should be 8 – 12 pages in length, not including the reference page or title page and table of contents.

Put you name, date, and title on the cover (title page). Include reference pages. Be sure to double space, use 12 – point New Times Roman font, and one – inch margins.

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