Read the excerpt on page 144 in the textbook and research Harley Davidson on the Internet. Use content in Table 5.5, on page 145, to address the following questions:
- How does Harley Davidson deliver value and customer satisfaction to its customers?
- How have they successfully forged their brand to create lifetime value to consumers?
- How does the company reach the "soul" of its customers; discuss how that image contributes to cultivate strong customer relationships.
Find a minimum of three articles online related to the issues Harley Davidson has faced as it related to its competition, and how its strategy and brand equity has led to its continued value in the market. Be sure to look for its presence in social media and how it utilizes this marketing tool.
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