New_Product_Marketing_Plan

New Product Marketing Plan Abstract This is a complete strategic marketing plan for Harley-Davidson’s latest model, the War Eagle. The War Eagle represents a new style of motorcycle for Harley-Davidson, which will help ensure the viability of the company in the future. This paper will detail the following points of the strategic marketing plan. 1) Objectives & Mission Statement 2) Customer Targets 3) Competitor Targets 4) Product/Service Features 5) Core Strategy 6) Marketing Mix a) Communications & Promotion b) Price 7) Product Policy 8) Channels of Distribution 9) Customer relationship Management STRATEGIC MARKETING PLAN: HARLEY-DAVIDSON WAR EAGLE Objectives & Mission Statement The long-term objective Harley-Davidson hopes to achieve with the War Eagle is to introduce new, younger riders to the brand to eventually replace the older baby boomer riders who will soon be retiring from the sport. The short-term objective of the War Eagle is to gain market share. (Winer, R.S. (2004) p.33) We are setting a goal of selling 3,000 units for the 2006 model year. In order to achieve market penetration and take market share away from our competitors, we will keep the price of the War Eagle relatively low (to other Harley models), and sell it at a very small profit margin. (Winer, R.S. (2004) p.34-35) Customer war, harley-davidson, eagle, motorcycle, strategy, winer, rs, motorcycles, bikes, market, new, group, customers, pricing, parts, marketing, 2004, sales, owners, harley-davidson’s, harley, price, one, model, line, income, customer, bike, disposable, already, test, product, japanese, first, brand