Marketing Concept

Question 1

When discussing consumer perceptions a common connection to the look feel and emotion that a product emits can come from the marketing concept considered Brand. How will you position your Brand in the market place? You will need to consider the logo, linguistic considerations of the look and feel of the product in the minds eye of the consumer or ultimate purchaser of the product or service. What will your brand strategy mean to the consumer? How will the brand connect with the media strategy that you will be developing? A consideration should include any packaging design and labeling that will be seen by consumers.

Question 2

Synergy is an often-used word in business, but as the popular press and the textbook suggest, many efforts at diversification do not provide value to customers or shareholders.

Based on your analysis of Harley-Davidson to date and its merger, describe how it has done or could do the following:

• Find economies of scope. Provide examples of specific actions Harley-Davidson’s managers could take to reduce expenses or share activities through horizontal relationships across brands.
• Find ways to achieve economies of scope by leveraging assets and capabilities across business units.
• Find ways to enhance market power by pooling and negotiating or vertical integration.