Identify (3 ) marketing metrics and write an essay between (200-250words)
1) Margin and profits -(margin)
2) Share of hearts, minds, and markets -(Customer satisfaction)
3) Sales force and channel management -(sales force coverage)
-Relate to key organizational strength
-justification based on eco-system conditions and potential information sources (both internal or external if required) < question
Harley Davidson as a company has emerged as a market leader with very good innovative strategies for marketing with a core understanding of consumer behavior which has to lead to overall customer delight which has been always over and above of customer satisfaction. Organizational Strength: The main reason as to why Harley Davidson has been able to sustain in the market for so long has been due to its brand loyalty and the relationship that they foster not only with their customers but with the ecosystem as a whole.By conducting university courses and workshops for the dealers and service staff, they have been able to not only provide uniform and neat service to its customers but also make that the dealers and service staffs feel that they are also part of the company.
Eco system -
A-Strategic alignment: - Harley Davidson management has been using strategic management tools to their advantages following practices like
1. Environmental Scanning:-The management has been doing PESTLE DNC Analysis for the scanning the various subparts of the environment like political, economic, social, technological, entrepreneurial, demographic, natural and cultural environmental factors of the various countries and implementing these factors in their corporate, functional and divisional strategies by driving corporate excellence
2. There has been lots of excellent teamwork between the functional departments which gives an understanding that the corporate culture within the organization is good and organization is customer-centric.
B- ACCESS TO DATA:- The management is making decisions not on their past records or on the gut feeling of the employees but is backed by the data got from the survey of customers, dealers, and sales employees, marketing employees with a focus and track on competitor activities
Relevant decisions are taken on the findings of the survey which has resulted in a very good long-term relationship with customers both by the employees and the dealers resulting in excellence in sales and after-sales services.
C-OPERATIONAL FLEXIBILITY: - The Harley Davidson corporate HEADQUARTERS has understood the mantra for success is going global but is local in the operational strategies by which the connectivity to the customer is good with the flair of he/she becomes a brand ambassador and promotes the goodwill of the firm to their peer groups.
All departments are open to change and want to deliver the best to the customers with a focus on long-term relationships by minimizing the unproductive activities in the system.
D- ANALYTIC MARKETER: - Analytical Marketer: Engaging with the millennials through social media is a powerful tool for the Harley group to get to know their bikes' feedback from the market and also to know the interests of the younger generation on how they want their bikes to be. This feedback gets passed on to the design teams who may take into consideration.