A case study on Harley-Davidson.Com Essay Example for Free

A case study on Harley-Davidson.Com Essay I. Statement of the Problem Although Harley Davidson dominates the market in North America, it has been the smallest in Europe and the 4th in Asia/Pacific region which is dominated by Japanese brands. One reason for Harley’s smaller market share in Europe and Asia region is that the company cannot produce enough motorcycles to meet demand and its prices tend to be higher than competitive models. Shortages of Harleys lead many consumers to purchase competitive bikes as there are 2-year waiting lists for some Harley models. The researcher of this study seeks to answer the following questions: 1. What is the best way to advertise or market Harleys in the Europe and Asia/Pacific region? 2. What improvements shall be done in Harley-davidson. com website? II. Objectives of the Study This study seeks the following objectives: to be able to understand the market share of Harley Davidson from the case study to determine which advertising is best for Harley Davidson in Europe and Asia to know whether the official website of Harley is good enough and competitive enough to give the best solution to increase market share and sales of Harley in Europe and Asia/Pacific region III. Scopes and Limitations of the Study. The study includes the current situation of Harley Davidson Company, the nature of the company, the background, its market share in different countries and the effect of its official website on consumer behavior. The study however, is limited with only secondary data available from the text and from the official websites of Harley and its competing brands. This study has recommendations and points of view that are based from my own perspectives and thinking as a marketing student. IV. Nature of The Research A. Harley Davidson Harley-Davidson, often abbreviated H-D or Harley, is an American motorcycle manufacturer. Founded in Milwaukee, Wisconsin, during the first decade of the 20th century, it was one of two major American motorcycle manufacturers to survive the Great Depression. Harley-Davidson also survived a period of poor quality control and competition from Japanese manufacturers. The company sells heavyweight (over 750 cc) motorcycles designed for cruising on the highway. Harley-Davidson motorcycles (popularly known as Harleys) have a distinctive design and exhaust note. They are especially noted for the tradition of heavy customization that gave rise to the chopper-style of motorcycle. Except for the modern VRSC model family, current Harley-Davidson motorcycles reflect the styles of classic Harley designs. Harley-Davidsons attempts to establish itself in the light motorcycle market have met with limited success and have largely been abandoned since the 1978 sale of its Italian Aermacchi subsidiary. Harley-Davidson sustains a loyal brand community which keeps active through clubs, events, and a museum. Licensing of the Harley-Davidson logo accounts for almost 5% of the companys net revenue. B. Global Competitors Honda motorcycles, Kawasaki, Suzuki and Yamaha are some of the major competitors of Harley Davidson. C. Motorcycle Buyers The demographic profile of motorcycle buyers has changed over the years. According to the Motorcycle Industry Council, 61% of buyers are over 35 years old whereas in 1980, only 27% has reached this age. In 1980, only 2. 4% of motorcycle buyers had incomes of $50,000 or higher, whereas in 1998, over one third were in this income group. White-collar professionals are the largest group of new bike riders, accounting for 36%. Many are former riders now stepping up to their dream machines and state that motorcycle riding helps reduce stress in their lives. D. Motorcycle Company Websites. H. D. management believes that the Internet is a powerful marketing tool. Its website is affectionately called the â€Å"anti-websites† since it encourages visitors to get offline and onto their Harleys. The website includes detailed information on the company and its products. It has nearly 1. 5 million visitors in 1997 alone. V. Areas of Consideration A. Competition All of Harley’s major competitors have products other than motorcycles on their websites including cars (Honda, Suzuki, and BMW), outboard motors (Honda, Yamaha, and Suzuki), and jet skis, snow mobile, boats, generators and power equipments. However, Harley’s website is devoted exclusively to motorcycle-related information about its products, experience and the company itself, including financial data. This may be a competitive advantage for Harley because it illustrates that the company is focused only in the motorcycle industry. B. Market Share The following table shows the market share of Harley and its global competitors in different regions: |COMPANY |NORTH AMERICA |EUROPE |ASIA/PACIFIC | |BMW |2. 70% |13. 40% |4. 30% | |HARLEY |48. 50% |6. 4 |15. 6 | |HONDA |20. 5 |24. 1 |28 | |KAWASAKI |10. 2 |10. 7 |22. 1 | |SUZUKI |10. 3 |17. 2 |7. 9 | |YAMAHA |4. 8 |16. 3 |16. 6 | |OTHERS |3 |11. 9 |5. 5 | VI. Alternative Courses of Action/Recommendation A. Harley Davidson should invest in Market Penetration in the regions where it is very sluggish. The company should supply enough units in the countries of Europe, Asia and the Pacific with competitive and affordable prices. B. The official website must be improved with good brand image through the use of better marketing colors and especially with cultural influences for Europe and Asia and not just for American consumers. VII. SWOT Analysis Recommendation: Market Penetration †¢ Strengths increase of market share in Europe and Asia availability of supplies in Europe and Asia more name recall increase of good brand image †¢ Weaknesses risky fast production of supplies for the regions is costly defects upon production are inevitable †¢ Opportunities H. D. may be the most popular brand of motorcycles in the world May and will conquer the highest/largest market share of Motorcycle Industry in the whole world †¢ Threats outcome may be negative sales may not meet expenses. production of supplies may be time-consuming VIII. Conclusion After carefully analyzing the case of Harley Davidson, the best solution I can give is to go on Market Penetration. Even if the company has already established its name and brand, most European and Asian countries still prefer those brands that are most available and affordable in their areas. One very relevant reason why H. D. has a small market share in these regions is its being expensive. While there are a lot of competitive brands mostly made from Asia, H. D. still has an edge and an advantage among these brands. Unlike the others, H. D. specializes on motorcycles alone and this may be a competitive advantage for Harley because it illustrates that the company is focused only in the motorcycle industry. The improvement of its website through the use of better colors and images might be a very good idea to increase sales and brand consciousness on consumers. But the best improvement for the website that I could suggest is to add cultural touches from Asian and European cultures. With that, consumers from all countries may be able to relate with the brand.

Cuba and Tourism Essay example -- Latin America

Cuba and Tourism Ernest Hemingway was no tourist, but his attraction to Cuba was much like that of the rest of America. The beautiful beaches and tropical climate helped him write novels, but he also loved the daiquiris at the Floridita, the fishing, and the adventurous bootleggers from Florida. Cuba has its beautiful beaches and fish-filled waters, but part of the attraction as well has historically been the plentiful rum and the "anything goes" atmosphere. The casinos and nightclubs frequented by tourists bring with them an unsavory element in the form of organized crime and prostitution. Tourism has its benefits, but in Cuba it is a clear reminder of the island's dependence on wealthy foreign nations for its survival, and the disparity in income between Cubans and their neighbors to the north. The dollar-based society a tourist economy creates is deeply stratified, and conflicts with the ideals of the Castro's socialist revolution. Yet in recent years it has proven to be a good source of hard curr ency for the struggling economy, and efforts are being made to expand the industry. By promoting tourism, Cuba is taking advantage of its beauty, but is opening itself to unfortunate exploitation. The Playground for North Americans In his essay Tourism Development in Cuba, historian Derek R. Hall describes Cuba in the early 1900's as "a playground for North Americans." Just ninety miles from the coast of Florida, Cuba's close proximity and near-perfect weather made it the premier attraction in the Caribbean for American tourists. Americans had always traveled to Cuba, even when it was still a Spanish colonial possession. Businesses in the United States had invested extensively in Cuba, and the two were big trading partners. Cu... ...om Tourism & The Less Developed Countries, Harrison, David, editor. Belhaven Press, London, 1992. Page 110. 14. Eckstein, Page 39. (handout) 15. Ibid, Page 67-68. 16. Hall, Derek R., Tourism Development in Cuba, from Tourism & The Less Developed Countries, Harrison, David, editor. Belhaven Press, London, 1992. Page 113. 17. Grossman, Cathy Lynn. Sea change for tourism in Cuba: Visitors find island in flux, USA Today, January 19, 1996, page 5D. 18. Benesch, Susan. Angling for tourists, Cuba hosts "Playboy", St. Petersburg Times, January 31, 1991, Page 19A. 19. Boudreaux, Richard., Cuba Hopes Its Doctors Can Cure the Economy, Los Angeles Times, February 19, 1991, Page 4, Column 1. 20. Lapper, Richard., It’s back on the road to prosperity: Tourism. Financial Times (London), March 24, 1999, Page 3. 21. Ibid, Page 3.

Effect of Text Messaging on Teen Age Students

SINHGAD TECHNICAL INSTITUTES CAMPUS SINHGAD INSTITUTE OF MANAGEMENT A Study on impact of text messaging on teen age students Prepared by Rambhu kumar(11) Komal jaiswal(15) Pankaj kakani(17) Sukirti keswani(18) Nitin maske(19) Introduction 1 See it? Hear it? Take it! This is still the mantra of many schools across the country that succinctly summarizes the policy concerning cell phones in schools; in essence, they are banned. Yet, most teenagers are nearly inseparable from their cell phones, not because they are constantly talking, but because they are connecting with their friends through text messaging.As a phenomenon, this was originally unprecedented and unpredicted, especially because text messaging capabilities were designed strictly for mobile phone companies to communicate with their customers. Teenagers, digital natives born into a world rich in technology who take ubiquitous computing for granted, tend to lead the way with most technologies, and text messaging is no differen t. The popularity of text messaging has placed people in positive and negative situations. On the positive side, text messaging is utilized as a source of information and reminders.Even the parents get to learn about it from their kids’ . Whereas on the negative side, teenagers are easily distracted at school. Instead of paying attention in classes, students are texting away. I've seen this happen a lot in college. Especially in high schools, this leads to falling grades, and poor report cards. Some kids are up late messaging their friends, which experts believe could have a significant impact on sleep. What are some of the effects that texting is having on teen age students?That is the question that our group explores in this paper. We conduct surveys and take a look at scholarly and periodical articles, looking to find some of the effects that the modern day texting phenomenon is causing. We examine the impacts that texting is making on our language and writing skills, the impacts on teenagers and their social lives, and the dangers of texting and driving. Review of Literature2,3 Through a review of literature from diverse disciplines and both scholarly and popular media, we examine two questions: 1.How are teenagers using text messaging in their everyday lives? 2. How can text messaging be used in educational settings? Mode of Inquiry Modern cellular phones have countless applications that allow them to act not only as mobile phones but also as music, video, and game players, cameras, global positioning systems, and devices that provide access to the Internet and a host of applications. For this particular analysis, the focus is strictly on teenagers and young adults (ages 11- 21) using the short message service (SMS), or text messaging capabilities.It does not include the use of SMS to post to Facebook, Twitter, or other social networking sites, as that would require the receiver to have access to Internet to read such messages or post replies. Teen Use of Text Messaging Reasons for Use Teenagers have adopted text messaging as their primary form of text-based communication, preferring it even over e-mail (Lenhart, 2009); there are several reasons for the popularity of text messaging. First, it is quicker; adolescents have found that by texting, they can forego the normal chit-chat involved in phone conversations.One teen stated that even for a quick question, you’d have to go through the niceties of greetings and spend time talking about other things (Faulkner ; Culwin, 2005). Text messaging is also cheaper, because messages are generally charged by the message, not the word count. In contrast, the cost of a phone conversation varies as it is charged by the minute. Also, the location of sender/receiver does not affect the charge. Many teenagers pay their own mobile phone bills, and pay-as-you-go plans allow them to budget more accurately (Faulkner ; Culwin, 2005). Finally, many teens state that text messaging is more co nvenient.Phones can be switched to silent mode, so they do not disturb others, and allows texting to be done surreptitiously and away from parents or teachers (Grinter ; Eldrige, 2001). E-mail is the preferred mode of communication for school or work, but when teenagers want something that is fast, immediate, and can be done anywhere – texting is preferred (Lev-Ram, 2006). For teenagers, the cell phone is almost always with the person, so it is constantly accessible. Being small and silent, the cell phone is easily transported and used furtively under the supervision of authority, as compared to email, which requires a computer (Thurlow, 2003).Many teenagers have reported that they share a computer with family members or that it is in a common area of the home so instant messaging and email can be observed (Faulkner ; Culwin, 2005). In addition, because the phone displays both text and sender, the user can choose when and if to respond to a message and has time to compose an appropriate response. Girls, in particular, often invite others to help them compose their responses (Faulkner ; Culwin, 2005).Reid and Reid (2004) have also theorized that another part of the attractiveness of texting is the visual anonymity it seems to afford, especially for socially anxious people, as the texter does not need to see/hear the recipient. In addition, it provides almost perpetual contact for those who are lonely. Lohnes Watulak (2010), drawing on the work of Thurlow (2003) and Clark (2005), sites the desire for constant contact as a significant reason for undergraduate students to text during class, even if they acknowledge that that texting is rude and the content is trivial. Need for studyWith general overview of today’s society, cell phones are becoming a modern day necessity among teenagers. The reason why they are in so much demand is because of text messaging which is the most popular mode of communication these days. The need to study this particular t opic is to find out the impact of this mode of communication on teenagers, both positive and negative. And also to see whether it is actually a necessity or just a trend which is followed because of its popularity. In this research we are also going analyse the future impacts of text messaging on teenagers.How mobile companies are using the increased use of text messaging to their advantage is also discussed in this research project. Statement of problem There have been many ill effects on education pattern of students, because of these text messaging phenomena. The institutions are finding it hard to cope with this habit of teenagers as it is leading to a lot of distraction and also parents are worried because of falling grades of their kids. The biggest issue of all is that student are not ready to detach themselves from their mobile phone.That’s why even if institutes and parents come up with a solution to the problem, it is next to impossible to implement it. Objectives 1 . To understand the habits of teenage students regarding text messaging. 2. The impact of text messaging on the text messaging on teenage students (positive and negative). 3. To understand and analyze the usage of mobile phones during class hours. 4. To understand the extent to mobile usage for communication among teen age students. 5. To understand whether prefer normal messaging or online messaging. Hypothesis . Teen age students knows about various applications used for messaging. 2. Text messaging has various effects on teen age groups. Research Design and Methodology4 Sampling Design Sampling is process of taking sample from large population. We have design questionnaire and on the basis of this questionnaire we have collected the data from school and colleges. Sources and Methods of Data collection We prepared a questionnaire containing total of 14 questions in definite order. The teenagers have to give answers of questions of questionnaire. 100 tudents from a Sinhgad Institut e were used as participants in this research. These participants were selected randomly. Methods of Analysis and Statistical Tools We have collected data from 100 samples and used chi-square method, SPSS software, excel. Facts and finings Q. 1) you communicate with your friends and known people by 1) Text messaging 2) Messaging through net 3) Messaging through landline 4) Call through mobile 1) 36% 2) 30% 3) 4% 4) 30% Q. 2) How frequently you communicate with mobile messaging? 1) Daily 2) Sometime 3) One’s in week 4) One’s in month 5) No ) 47% 2) 33% 3) 6% 4) 5% 6) 9% Q. 3) How often you recharge your message packs? 1) One’s in week 2) One’s in month 3) Twice in month 4 ) Others 5)No 1) 15% 2) 40% 3) 17% 4) 13% 5) 15% Q. 4) Are you satisfied with your mobile text messaging for effective communication with your friend circle? 1) Fully satisfied 2) Less satisfied 3) Moderate 4) No 1) 47% 2) 14% 3) 24% 4) 15% Q. 5) Do you enjoy text messaging communication t hrough mobile phone? 1) Sometimes 2) Every time 3) No 1) 54% 2) 8% 3) 38% Q. 6) Do you keep sending messaging even during class hours? ) Sometimes 2) Every time 3) No 4) Only in emergency 1) 54% 2) 8% 3) 38% Q. 7) Do you think it is good to use mobile phone during class hours? 1) Sometimes 2) Every time 3) No 1) 54% 2) 8% 3) 38% Q. 8) Does your school allow use of mobile phones generally? 1) Sometimes 2) Every time 3) No 1) 43% 2) 9% 3) 48% Q. 9) According to you what are the advantages of text messaging? 1) Sharing information 2) Cheaper way of communication 3) Quick way of communication 4) No effect 1) 26% 2) 30% 3) 40% 4) 4% Q. 10) According to you what are the disadvantages of text messaging? )Spelling mistakes ; Grammatical mistake 2) Copying 3) Morphing 4) Wastage of time due to messaging 5) Sometime effect on IQ level 6) No effect 7) Others if any(Specify)- 1) 34% 2) 27% 3) 15% 4) 7% 5) 7% 6) 10 Q. 11) Does it disturb your concentration during classrooms? 1) Fully 2) Partly 3 ) Not at all 1) 14% 2) 40% 3) 46% Q. 12) Does it affect your study after school hours 1) Fully 2) Partly 3) Not at all 1) 23% 2) 19% 3) 58% Q. 13) According to you which mobile operator is popular? 1) Vodafone 2) Airtel 3) Idea 4) Others (Specify)- 1) 41% 2) 20% 3) 18% 4)21 Q. 4) during which time you prefer to text? 1) Some specific time 2) Spare time 3) before class hours 4) After class hours 5) every time 1) 35% 2) 22% 3) 4% 4)7% 5)32% Scope and Limitation of the study Significant research has been conducted on text messaging among teen age students of SIT and how their personal as well as school life is affected because of it. We also analysed negative effect on teenagers and to what extent it has done bad to students. Further we studied about some positive effects of texting and how it helped them knowledge sharing and cost savings. 1. What role does and should text messaging have in school? . What impact does long term use of texting have on youth literacies? 3. Can text messa ging increases student’s reading and writing abilities in ways not currently addressed through traditional means? 4. Can text messaging reminders increases student participation and achievement without aggravating the already prevalent digital device and teacher workloads? 5. If cell phones become an accepted educational tool like calculators, will the dire predictions of increased distraction and poor language use come true or will cell phones become as common-place as overhead projectors and what are the implications of this? ConclusionCell phones have become a modern day necessity, to the point that they are a must have for every teenager. Teenagers are getting increasingly attached to these devices, depending on them more and more for their communication with their friends or family. About 80% of teenager’s text on a daily basis. Many of the people I surveyed  received their first phone between the ages 11- 15. They also started texting as  young as 11 and as o ld as 17. Teens have created a whole new language through  texting which researchers refer to as short message service (SMS) language or  texts. Everyday  students are adding words to the language.Some of the SMS language some believe texting has a negative effect, positive effect, or does not have an effect at  all. Through our research we analysed that texting had some impact like students could share information and other important notices. Also it has proved to be a less expensive mode of communication and parents also got to learn from their kids. Whereas there are numerous negative effects like the grammar of the students is affected to a great extent. Also students have started using short forms for words to save space and time. Another big risk is Morphing and sending unwanted pictures of girls which leads to big scandals.It has even lead to bad psychological impact on students. Irrespective of above mentioned effects students find it very important these days to hav e a cell phone and to them it is more of a blessing then a curse. Bibliography 1. http://en. wikipedia. org/wiki/Teen_Age_Message 2. http://www. academia. edu/1156350/Text_Messaging_and_Teenagers_A_Review_of_the_Literature 3. http://www. studymode. com/subjects/literature-review-on-the-effect-of-text-messaging-on-literacy-skill-page1. html 4. C. R. Kothari Research methodology Methods and Techniques 2nd edition, New age international publishers.

Analysis Of Homer s The Odyssey - 902 Words

In Homer’s The Odyssey, loyalty is not only a vital character trait for Odysseus, but also an important trait for any dutiful citizen. Odysseus personifies loyalty as he journeys back to Ithika in, but his wife and servants also display an extreme amount of devotion to their lost king. Those that are loyal are rewarded, while those that aren’t are punished. Odysseus, as the ideal hero, expresses loyalty in multiple ways throughout The Odyssey. Although Odysseus is unfaithful to his wife Penelope physically, his determination to get back home to her is evident when he turns down Kalypso’s offer to remain on her island as an immortal (Homer 87). As Kalypso angrily compares herself to Penelope, Odysseus responds cunningly by explaining that although Kalypso’s immortal beauty can’t compare to the â€Å"quiet Penelope†, each day he â€Å"longs for home† and is willing to face any trial to get back to Ithika (Homer 87). This sentiment shows that Odysseus does still love and long for Penelope and has remained devoted to her throughout his journey. Odysseus also demonstrates loyalty in his devotion to his crewmembers. As all his crewmembers die gradually, Odysseus maintains his hero visage while having moments of mourning for his lost men. When he spends time with the Phaiakians, a minstrel sings of the very war Odysseus fought in Troy. Odysseus secretly weeps under his cloak as he remembers the traumatizing loss that comes with war (Homer 127). Not only does he mourn for his men, he alsoShow MoreRelatedAnalysis Of Homer s Odyssey By Homer1202 Words   |  5 Pagescoping with the idea of losing his father and letting others to rule Ithaca. It is noticeable from the beginning of The Odyssey, written by Homer that Telemachus finds himself in a complicated situation where his life is seen to be in danger. He is a character of being distance from people. The idea of Telemachus becoming his own father, threatens suitor’s control in Ithaca. Homer describes Telemachus as a teenager who has not found himself and is on a mission to become an adult as his father. TelemachusRead MoreAnalysis Of Homer s Odyssey By Homer1095 Words   |  5 Pagesused in Homer’s Odyssey is the digression. The digression is departure from the main storyline that does not alter the action of the story, but adds a layer of sentimental content to the plot which usually helps underscore themes central to the story. The digressions in the Odyssey are meticulously written with great attention to detail just like the rest of the epic, and they truly help readers grasp the important aspects of the story. The liberal use of digression in the Odyssey helps build a vividRead MoreAnalysis Of Homer s Odyssey By Homer2018 Words   |  9 PagesThe Odyssey by Homer is more light in tone than the Iliad, of the same author: The good wins while the evil is punished. Even though the gods are still strict, the relationship between Odysseus and Athena is a more sincere and equal a relationship than between God and Man in the Iliad. Odysseus is distinguished not only by his bravery, but largely by his intellect and cunning. He is the type of resourceful man whom never gives up, thinks of the causes, is reverent and never gives in. The Odyssey isRead MoreAnalysis Of Homer s Odyssey, By Homer915 Words   |  4 PagesThroughout the Odyssey, the hero, Odysseus is portrayed in two different and contradicting lights: the wise hero and the capricious leader blinded by his own pride. The epic writer, Homer, embodies the theme of hubris throughout Odysseus’ journey home. The idea of hubris, a trait of excessive pride, significantly develops personalities of characters within The Odyssey, and Homer ultimately creates a statement about excessive pride. The dual portrayal of Odysseus leads the reader to ultimatelyRead MoreAnalysis Of Homer s Odyssey By Homer Essay1479 Words   |  6 Pages The word â€Å"Family†, according to Merriam Webster, is thought to be a group of people brought together by common affiliation. The same cannot be said for the culture in the Odyssey by Homer. In the Odyssey, Odysseus is trying to get back home from fighting in the Trojan War. He has been away from home for almost 20 years longing to just be reunited with his kinfolk. Along the way, he comes across many obstacles that hinders him from reaching his home and family in in Ithaca. Luckily, the memoriesRead MoreAnalysis Of Odyssey By Homer s Odyssey2253 Words   |  10 Pagesand Midwifery Council, 2006). The literature surrounding the subject of mentorship is vast and fails to provide a single definition, however the terms used are often similar. 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For instance, the gods were angered by the disobedience of the mortals, this is more reasonable than the killingRead MoreAnalysis Of Homer s The Odyssey 795 Words   |  4 Pages Odysseus Epic Hero In the Epic, â€Å"The Odyssey, spoken by Homer, conveys a heroic tale of an epic hero named, Odysseus, who faces many challenges as he sails to get home. One of the tasks Odysseus faces is, The Sirens, who challenge Odysseus s will power. Another challenge Odysseus encounters is, â€Å"The Cyclops, who torments and slaughters some of Odysseus s men due to his curiosity. One of the hardest threats he had to confront was, â€Å"The Land ofRead MoreAnalysis Of Homer s The Odyssey1636 Words   |  7 PagesGreek society, Homer’s The Odyssey provides a detailed insight into the values of this intricate culture. In particular, this epic discusses the ways in which the deathless gods influence the fates of the mortals. The overall impact of the gods’ power is the mental straining that emerges from the unrelenting conflict of man versus immortal. Likewise, the actions and misfortunes of others also catalyze this extremely significant and powerful mental battle. Homerâ€⠄¢s The Odyssey reveals the values of ancientRead MoreAnalysis Of Homer s The Odyssey 1128 Words   |  5 Pages The Odyssey shows a lot of different stereotypes for women throughout the book, taking action to get what they want. Odysseus is trying to get back home after ten long years since the fall of troy, and his son is going out to find him. Throughout the book Odysseus meets lots of woman who vary in personality. He meets woman with the stereotypes: â€Å"mantis†- dominant, eats its mate, destroys to gain power, feared by many. â€Å"Damsel in distress†- persecuted maiden, woman placed in a dire predicament requires