Harley Davidson has led the heavyweight motorcycle market in recent years, capturing about 55% of the market, according to James R. Hagerty's article in The Wall Street Journal (Hagerty, 2011). But following the economic downturn, which had a negative effect on sales, and other market issues, the iconic motorcycle company needs to beef up sales and in addition the company is looking for ways to appeal to younger enthusiasts, to Latinos, and to female riders. This paper will serve as a memorandum to the marketing director at Harley Davidson, Mark-Hans Richer, offering suggestions and strategies to increase market share.

Memorandum to Mark-Hans Richer, Senior Director of Consumer Segment Marketing:

To Mark-Hans Richer:

Clearly, as you are well aware, Mark-Hans Richer, there is a need for Harley Davidson to have the vision, the desire, the needed grasp on market dynamics and the energy to embrace new strategies and bring on a...
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