Entrepreneurial Marketing Sustained innovation Risk management resource leveraging

1. 7 Entrepreneurial Marketing
 Proactive Orientation
 Sustained Innovation
 Risk Management
 Resource Leveraging
 Customer Intimacy
 Exploitation of Opportunities
 Value Creation

2. Proactive Orientation
 H-D has a philosophy of being the alternative.
 They created radical change in the biker industry.
Owning a Harley-Davidson is a dream way of life—
the motorcycles become a lifestyle, a piece of
Americana.
 H-D symbolizes freedom, rugged individualism,
excitement and bad boy rebellion.

3. Sustained Innovation
 New models are introduced at regular intervals.
 H-D are co-creators of products through
customization and personalization of their own
motorcycles.

4. This "Terminator-Worthy" 2003 FLSTF Fat Boy® is equipped
with a rigid mount, 1450cc Twin Cam 88B™ balanced engine.

5. This 2002 VRSC is equipped with the new
Revolution™ engine.

6. Risk Management
 Same to the Dell model and a just time policy,
 The company builds motorcycles only from advanced
orders.
 Customers down payment is used to purchase
materials or to finance other buyers’ loans.

7. Resource Leveraging
 H-D uses nontraditional policies to keep quality high
and costs low.
 EX: using customers and employees to do marketing
thereby keeping the marketing department small.
 The Brand name “Harley-Davidson” is leveraged to
reach and expand into new markets.

8. Customer Intimacy
 H-D has strong emotional ties with its customers as
seen by the Harley ownership Group (HOG), which
have created a growing community of customers.
 CEO and managers ride their bikes across the
country as part of a policy that states: “you have to
ride to decide”

9. Exploitation of Opportunities
 The H-D company has expanded its product range to
include related offerings such as retail merchandise,
biker education, and financing advice.
 Merchandise includes men’s, women’s, and
children’s clothing and accessories; toys and games.

10. Value Creation
 H-D created long-lasting customer relationships as a
result of mutual understanding between the
company and its customers.
 The brand is sustained through a consistent design
and a recognizable identity loved by generations.
 Thus the brand appeals to a diverse groups of
individuals: men and women, young and old,
wealthy and poor.