II. Content C. Identification and explanation of what type of store a Harley ret
ID: 376378 • Letter: I
Question
II. Content C. Identification and explanation of what type of store a Harley retail outlet is. D. Describe the concept of independently owned and operated. E. What do you understand from the statement “Our success today is fulled by a truly strong dealer network and the luxury of a fantastic brand? CASE STUDY 2 HARLEY-DAVIDSON LEADS THE PACK IN RETAIL EXPERIENCE The 2012 Pied Piper Prospect Satisfaction Index U.S. Motorcycle industry Benchmarking study has been released with Harley-Davidson Motor Co. emerging on top ranking. The study combines feedback gleaned from 1,653 mystery shoppers from July 2011 to April 2012 with corresponding sales figures to assess the retail experiences of motorcycle dealerships throughout the United States. Harley-Davidson leads in 16 different sales activities including offering test rides, obtaining consumer contact information and directly asking for the sale op of that, all 700 Harley-Davidson retail stores in the U.S are independently owned and operated, making a coherent, branded retail experience particularly challenging On 0 On May 1, 2012, Harley-Davidson launched its 'E Pluribus Unum, largely social-media-based campaign, or 'out of many, one', designed to break down the stereotype of a traditional Harley rider and highlight the diversity of the company's customer base. It also celebrated 'Women ider's Month' throughout the month, marketing to potential new female customers. Its vice president of North American sales explains what makes the Harley retail experience successful and how it reaches a new demographic of riders. Q: How do you ensure that all your retail locations around the world have a coherent branded experience and stay at the top of the game? A: We are on a multiyear strategy- Retail 20/20'. It is all about delivering a personalized, compelling, premium, and truly customer experience to every customer, every day everywhere and central to delivering the experience are our dealers. Specific to the strategy, the philosophy is to be customer-led i.e. to truly understand customer motivations and barriers, and ultimately, planning and developing and designing products and experiences with not only customers' wants and deeds in mind, but their input as well. Our field representative in sales, marketing, financial, insurance and service make routine calls on the dealerships to coach, council, and share best practices. The sales team has been focused on selling factors, such as did the salesperson give you a compelling reason to buy, offer you a test ride, use good visuals in the sales presentation, ask you for your name. May is Women Riders Month. How long has that initiative been going on and what results have you seen? Q: The strategy is to grow our core customer base with a challenge to grow our new customer base at an even faster rate. New riders, including women, who are very important to our business, add to the equation. Despite the fact that our dealerships can be intimidating to new riders, or perhaps non-riders, and that our brand is very powerful and can be intimidating at times, our dealers have been doing a fantastic job of welcoming new customers to the brand and to their stores. A:Explanation / Answer
c) Harley retail outlets are an epitome of fame that the brand possesses. The brand is very powerful and store is very welcoming. Harley retail stores are independently owned and operated stores. Harley retail stores attract the attention of the customers and sales people at the stores gives the best customer experience to all their customers.
d) Independently owned and operated stores means, every store is independently owned by the dealers who sell only Harley products. In the other words, the company’s products are sold through a network of independent dealers, and the majority of which exclusively sell Harley-Davidson motorcycles. These dealers also sell related Harley-Davidson products and merchandise and perform service on Harley-Davidson motorcycles as well.
e) It means, Harley -Davidson has a very strong dealer and customer network. The position where they are in now, is all because of the closely knitted network it has. And as the brand, Harley-Davidson has a very dominant place in the market and this is all because of the wornderful sales people it has. They welcome customers to their stores and give them an excellent show about the motorcycle. The brand has created a name and fame for itself in the market, which also earned a name which is associated with luxury. All this has made the brand Harley-Davidson a fantastic brand.