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Harley is now pursuing younger male buyers and female customers in several ways. It reaches out to the dreamers group through a direct mail program. Advertising is also playing a major role in refining the Harley brand.
- New products, however, are skewing younger. The Harley portfolio now includes traditional cruisers, many priced above $20,000; high-tech, performance oriented V-Rod bikes, introduced two years ago at $16,500-17,700; and the Sportster line, which retails at $6,500-9,500...
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Harley is now pursuing younger male buyers and female customers in several ways. It reaches out to the dreamers group through a direct mail program. Advertising is also playing a major role in refining the Harley brand.
- New products, however, are skewing younger. The Harley portfolio now includes traditional cruisers, many priced above $20,000; high-tech, performance oriented V-Rod bikes, introduced two years ago at $16,500-17,700; and the Sportster line, which retails at $6,500-9,500...
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General points of the essay
Harley Davidson SWOT Analysis
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