"Competitive Advantage"
Harley-Davidson's take on strategic planning for competitive advantage has helped the company increase its global market alongside it's already expanding U.S market increasing revenue and popularity overseas. Focusing on its brand loyalist's alongside it's one of a kind Harley-Davidson experience.
Harley-Davidson has recently turned to what most would consider an unconventional marketing plan known as " crowdsourcing", which includes outsourcing marketing tasks to a group of undefined respondents versus an employee or corporation. Thus relying on its own customers to handle the marketing. Harley-Davidson has reached out to Victor & Spoils a Colorado based agency whose focus is crowdsourcing. Through this partnership Harley Davidson who up to now relied on single agency-based marketing will gather ideas from thousands of it's brand followers, who will ultimately decide its marketing direction. A step they are hoping will give them competitive advantage and continuous growth.