Marriage Is An Institution That Is Important - 1455 Words

Marriage is an institution that is very sacred to many people in the world as well as an old institution. Therefore ideas about marriage have changed throughout the years as well as ideas about sex and gender, for these concepts have been notoriously linked and effect one another’s evolution. The Eighteenth Century marked a period of changing attitudes of marriage and therefore sex and gender. For centuries before this period, the Catholic Church dominated the domain of marriage, controlling the sex lives and gender roles that existed within this institution. The accepted idea was that marriage was only intended for reproduction purposes and to insure the continuation of the gender roles of society. Women needed marriage to have a place in society to be financially supported. It also was not acceptable for sex to exist outside marriage, as it was viewed as sinful, with its only purposed being viewed for reproduction. Also the Church controlled all the laws on marriage and only they had the power to grant this right. With the dawn of the Protestant Reformation in the Sixteenth Century, these ideas of the purpose of marriage began to shift. Martin Luther, the leading force behind the reformation, began to stress the importance of love within marriage. Luther argued love was important because it ensured a strong emotional connection and support system between spouses which only strengthen the institution of marriage (Class Notes, 9/1). During this period of new views onShow MoreRelatedMarriage Is An Important Social Institution For Families2015 Words   |  9 Pageshistory marriage has served as a means of providing individuals with many of their needs. As time has gone on, the structure of the family unit has continuously evolved resulting in an alteration in the function of marriage. There is much debate regarding whether or not marriage remains an important social institution for families in the 21st century in Canadian society. The contemporary objecti ve of marriage varies among different people. However, for various reasons it is evident that marriage doesRead MoreMarriage Is The Central And Most Important Social Institution1503 Words   |  7 PagesMarriage is a form of union between two people, in which comes with love, respect, responsibilities, mutual conjugal rights, and a family. In many cultures, marriage is the central and most important social institution. In varies in many ways such as rituals, weddings, anniversaries, and as many things in life come to an end, divorce. Across cultures, there will be different forms of marriages, some may be out of societies norms and some can be the right thing to do when it comes to culture. PolygamyRead MoreMarriage, Family, And Religion1687 Words   |  7 Pages Marriage, Family, and Religion Omar De La Garza Texas AM International University Abstract The institutions of marriage and family are fundamental concepts to the functioning of our present day society. In this paper, marriage and family and their changes over time will be discussed. Topics such as religion, which plays an important role is the development and changes of ideas regarding these two topics will be approached as well as the social changes due to tradition and theRead More Let Gays Marry and Leave Marriage Alone Essay1278 Words   |  6 PagesSullivan, and the essay, Leave Marriage Alone, by William Bennett. Some of these main points are taken from mutual beliefs of both authors and others are derived from the opposing opinions of the two. The first summary of Andrew Sullivan’s essay is a reflection of Andrew Sullivan’s stance of the issue. The original essay was in favor of allowing same sex marriage in America. My summary will dictate some of the arguments that I found to be the most persuasive and important to Sullivan’s case. TheRead MoreA comparison of Marriage Practices Between American and Indian Culture963 Words   |  4 PagesMarriage practices vary across cultures. Every culture has its own way of conducting marriage according to their traditions and customs. Most cultures share common customs and practices, while some cultures have unique practices. Marriage refers to a social union agreed upon by the couples to unit as spouses. The union of couples implies sexual relations, permanence in union, and procreation. This research paper focuses on comparing marriage practices in American and Indian culture. There is significantRead MoreFamily Marriage Dynamics : From Personal Observation1 617 Words   |  7 PagesFamily Marriage Dynamics: From Personal Observation Introduction Marriage is an important institution that involves the union of people who are committed to establish a family. Due to the significance of marriage in many societies, it is considered a cultural issue that is affected by factors such as parental influence, religion, education background, occupation and even socioeconomic status. In many societies across the world, marriage has been partly arranged by parents based on familial considerationsRead MoreGay Marriage : Gay Rights And Peoples Rights737 Words   |  3 PagesGay marriage in itself is not bad at all, but marriage is the binding of man and woman, not of either one of them. Gay marriage is not truly marriage and if the gay people would like to have a union, they should not call it marriage. Many a person would say gay marriage is not wrong because it hurts no one. This essay will prove to you that it is, in fact, wrong. It actually can conflict with religious rights and people’s rights to an opinion. Although it is the U nited States of America and everyoneRead MoreMargaret Marshall The Chief Juice Of The Supreme Judicial Court1062 Words   |  5 PagesJudicial Court argues marriage is a vital institution, the commitment should be between two people who offer mutual support to children, and to bring stability to our society. Marriage provides legal, financial, and social benefits. Which leads to legal, social, and financial obligations. The department of health states the purpose of marriage is to have children, the state is only interested if children are involved. She believes the court is downgrading marriage gay marriage for no rational reasonRead MoreFeminist Making A Great Change For The Family936 Words   |  4 Pagesjob and the high cost of urban housing, along with a range of cultural changes, have driven rates of marriage down and the average ages of first marriage up. Since 2001 Canadian women with university degrees are slightly more likely to be married than women without as much educ ation, so class differences in marriage may be developing here. (Fox, 2015) For one thing, late marriage and low marriage rate become new social trends. For another, divorce rate remain quite high, and birth rate remain quiteRead More`` What s Love Got For Do With It `` By Stephanie Coontz856 Words   |  4 PagesStephanie Coontz is a sociologist who is interested in marriage and the change in its structure over the time-span as love became a main proponent of the relationship involved in marriages. In her article, â€Å"What s Love Got to Do With It,† Coontz argues that the more love becomes a part of the equation the less stable the institution of marriage becomes. Marriage at one point was a social contract that bound two families together to increase their property and wealth as well as ally connections.

Personal Strategic Plan For A Business Organization

The purpose of this paper would be a personal strategic plan for myself in which visualizes me as a business organization, or as You, Inc. Therefore, to create a personal strategy one must examine a mission statement, vision statement, and understand the environmental scan to identify external opportunities and threats; in which, an individual or organization gathers information about the market, society, its competitors, and oneself. A mission statement defines an individual purpose for achieving certain goals. An individual mission statement should define their primary attributes to employers, employees, or clients to identify the products and services they have to offer in a particular field. A vision statement is long-term goals that give an individual the formation that allows them a competitive advantage in an organization or particular market. My personal vision statement is to seek employment in the manufacturing sector as operations manager in logistics. Once this informat ion is achieved the individual or business can take the necessary steps to identify signs (Business Dictionary, 2015) of pressure and prospects that may influence their current and future course of action through tools such as P.E.S.T (Political, Economic, Social and Technological) and through S.W.O.T. (Strength, Weakness, Opportunity, Threat) analysis (QuickMBA, 2010). Introduction The purpose of this paper would be a personal strategic plan for myself in which visualizes me asShow MoreRelatedA Strong Leader Always Come Up With Great Ideas.The First1090 Words   |  5 Pagesto bring it together, and to create a successful business venture. To separate the strong leaders from the weak ones, the strong leaders have the ability to successfully execute a plan. A strong leader tends to possess certain qualities, including honesty, positive attitudes, commitment, inspire, delegate, confidence, and communication. Moreover, leaders should be able to strategize and organize a plan effectively in order for their organization to be successful in the healthcare industry. SunriseRead MoreStrategic Planning Essay1092 Words   |  5 PagesBasics of Strategic Planning The objectives of strategic planning including understanding the benefits of strategic planning; understanding the products of strategic planning; and learning the keys to successful planning and implementation. Many organizations spend most of their time reacting to unexpected changes instead of anticipating and preparing for them. This is called crisis management. Organizations caught off guard may spend a great deal of time and energy playing catch up. TheyRead MoreManagement and Planning1251 Words   |  6 Pagessaid goals (Bateman and Snell, 2009). In order for a company to be successful, the organization must have a systematic process of making decisions about goals and activities that the group will pursue in order to achieve its objectives. Furthermore, planning is an effort that is directed and controlled by managers of an organization and draws on the knowledge and experience of employee’s throughout the organization (Bateman and Snell, 2009). This paper will discuss the planning functions of managementRead MoreWhy Do Healthcare Practices Need a Marketing Plan?793 Words   |  3 Pagesthe coming year is known as a marketing plan. A marketing plan includes a statement of the marketing situation, a discussion of target markets and company positioning and a description of the marketing mix intended for use in reaching marketing goals (entrepreneur.com, 2012). A second definition of a marketing plan is as follows: a plan that describes the activities involved in achieving certain marketing objectives within a given timeframe. A market plan starts off with the identification of specificRead MoreInnovation Organization Support1554 Words   |  7 PagesAn innovative organization engages everyone throughout the organ ization in the task of developing and implementing new ways to reach the organizations goals. (Behn, 1995) For organizations to build leadership strength, they first need to know what elements of leadership are needed and valued in the organization and for what roles. (Leslie, J. 2009) The two skills I feel are necessary for the success of innovation and the formation of a successful innovative organization is Strategic Planning andRead MoreEssay Communication in the Planning Process887 Words   |  4 PagesThis paper will talk about the role of communication in the strategic and program planning process, which is necessary for managing a multidisciplinary and multicultural health care system to boost organizational effectiveness. As the report expounds, the reason as to why some health care organization become successful is because of effective management. Communicate is an important concept that carries out planning, strategies and organizations mainly through the ability to enco urage coordination betweenRead MoreStrategic Entrepreneurial Business Pl San Luis Valley Health1290 Words   |  6 PagesStrategic Entrepreneurial Business Plan San Luis Valley Health (SLV Health) is a non-profit medical organization that consists of two hospitals and five clinics serving patients in several cities and towns in the San Luis Valley. The organization views entrepreneurial focus as a crucial component of medical operations, however, this plan will identifies a comprehensive and practical strategy for the assembly of the overall entrepreneurial business. Establish Core Values and Strategy The first partRead MoreImplementing Overarching Enterprise Wide Information Technology Strategies923 Words   |  4 Pagesgovernance for large and complex organizations. I successfully execute this duty for the USPTO CIO. I have demonstrated expertise in strategic planning and I am adept in the management of complex enterprise-wide projects through strong experience in data management, information technology, cybersecurity, C4ISR, logistics, law enforcement, intelligence, statistics, and risk management. I added and simplified the governance and investment management processes surrounding strategic transformation to embedRead MoreEthics Reflection Paper1082 Words   |  5 PagesEthics Reflection Paper Lourdes Munoz STR/581 Strategic Planning Implementation September 2nd, 2010 Gary Solomon Abstract Ethics and Social responsibility resides in an important set of our own personal values. When it comes to Business matter and operation the customer must feel confidence and this has been taken for granted several times on recent corporate scandals and collapses, a perfect example of missed conducted ethic and responsibility is Enron. Is extremely important for companiesRead MorePlanning Is A Fundamental Part Of Life940 Words   |  4 PagesWhen someone goes to work every morning, he/she executes a plan. He/she wakes up, gets ready, uses transportation, arrives and starts working. When someone goes on vacation, he/she usually plans ahead: location, hotel, transportation, list of things to do/see, etc. An every action a person takes consists of a plan and its execution. It can be a lifelong career plan or just crossing the street: the plan consists of a goal and steps how to achieve it. Planning is a fundamental part of life. It is

The Obesity Epidemic Obesity Essay - 1696 Words

The obesity epidemic proves to be an issue in America and continues to grow with time. In simple terms, obesity is a disorder where the subject has increasing amounts of fat, leading to health problems in the future. This epidemic has steadily increased in American bodies for decades and researchers have tried to find the root causes of this problem. Though there is controversy as to what is the primary cause of this rising epidemic, it is clear that there are many factors that contribute to the fluctuating weight gain among many American citizens. With these factors, there are multiple perspectives of the epidemic. One of the primary perspectives is that an unhealthy diet contributes to obesity in Americans; with the popularity, convenience and cheap prices of fast food, statistics have shown direct relations of increasing obesity rates with an unhealthy diet. A secondary factor of rising obesity rates is the lack of exercise or activity in the body. Without a way to burn off excess calories, they sit in your stomach and there is not a good alternative to burn them off like in a workout. Additionally, with the strong presence media plays in society, there is an idea that women have to be stick-thin as the norm. As a result, there is a new perspective that being overweight is due to societal standards of skinny figures and the increasing media, creating weight bias. These different perspectives all provide a basis for researchers to explore this issue and find ways toShow MoreRelatedObesity : The Obesity Epidemic1509 Words   |  7 PagesThe Obesity Epidemic What is obesity? According to the Health Reference Center Academic, â€Å"Obesity is a clinical condition characterized by an excess of body fat†. Obesity causes serious and life-threatening diseases. Obesity can be calculated using the BMI or Body mass index. The higher the BMI the more obese a person is considered. More than 1 third of the population in the US is obese. Medical costs for treating obesity were estimated at $147 billion in 2008. Non-Hispanic black and Mexican AmericanRead MoreThe Obesity Epidemic Of Obesity1133 Words   |  5 PagesObesity has always been a topic that many have had due to the increase attention it has received. Across America, there has been a lot of attention on the obesity epidemic. In America and the inner cities, more people are eating meals away from home in addition to consuming larger portions from fast food restaurants. At this rate, gaining weight is the likely outcome. High energy dense food has become convenient and affordable. Fas t food is almost everywhere in America and, contributes to the growingRead MoreThe Obesity Epidemic Of Obesity967 Words   |  4 Pagesthe issue. There has been substantial encouragement, which has pressured governments and politicians to implement restrictions on the publicising of unhealthy foods, particularly those targeting children. (Jolly, R. 2011) Researchers of the epidemic of obesity are inclined to emphasise environmental aspects, including the convenience of high-calorie appetising junk foods in conjunction with the influence of television programming, video games, computers and tablets that discourage exercise. TheoreticallyRead MoreObesity : The Obesity Epidemic Essay1321 Words   |  6 Pagesevidence that Americans are among the most overweight across the globe, this issue is constantly ignored. We hear about obesity being one of the most prevalent issues in America yet through the years this issue seems to worsen. Although Obesity may not be taken seriously by many, it is one of the leading health issues in America today. Many don’t understand the causes of this obesity epidemic, but being educated on this topic is the best way to prevent and control this issue. A recent study from the NationRead MoreObesity : The Obesity Epidemic2984 Words   |  12 PagesThe Obesity Epidemic What is obesity? A condition characterized by the excessive accumulation and storage of fat in the body; obesity is when someone is so overweight that it is a threat to their health (â€Å"What is Obesity?†). Obesity is an increasing global health problem. Corpulence is an important matter because of the astounding magnitudes that this disease has reached in the past 30 years (â€Å"Health and Aging†). Obesity is the reason for nearly 10 percent of the national medical budget, whichRead MoreThe Obesity Epidemic Of Obesity2517 Words   |  11 Pagesof obesity in children is on the rise in America. One in three children in America is obese (Kelly). Anyone can recognize there is a problem with the growing numbers of children overweight, however, no one has come up with a way to stop the obesity epidemic. This epidemic in children has been caused by numerous factors now numerous solutions can stop this if they are put in use. Children are weighing more than they ever have. The Centers for Disease Control and Prevention says, â€Å"Obesity hasRead MoreThe Epidemic Of Obesity And Obesity1319 Words   |  6 Pages There’s an appalling epidemic in today’s society sweeping across not only the United States, but all across the globe. This horrible epidemic isn’t the bird flu, or any type of sickness, rather obesity. Today, obesity rates are at an all time high in America. This disease, obesity, is being passed down the family both genetically, and by the terrible eating habits developing in the US. Kids growing up in this generation are facing frightening issues such as increased risk of heart disease, diabetesRead MoreThe Obesity Epidemic Of Obesity Essay1503 Words   |  7 PagesIntroduction Obesity is becoming an outrageous and alarming health issue in today’s society. Children are rapidly getting engulfed by this pandemic every day. According to the book Public Health 101: Health People-Healthy Populations, pandemic can be defined as, â€Å"An epidemic occurring worldwide, or over a very wide area, crossing international boundaries and affecting a large number of people† (Riegelman, Kirkwood, 2015). The World Health Organization estimates that 43 million children worldwideRead MoreObesity Epidemic : Obesity And Obesity1634 Words   |  7 Pagesfrom 7% in 1980 to nearly 18% in 2012† (cdc.gov). Subsequently, the obesity epidemic has continued to increase over the past few years in the United States. There are many different aspects that have contributed to the obesity epidemic. For example, many people today choose to be convenient instead of eating healthy, which results in the consummation of processed foods. Processed foods have a significant effe ct on the risk of obesity. With a current society always on the go, adults and children haveRead MoreThe Obesity Epidemic Of Obesity2053 Words   |  9 Pagesrise in obesity has reached global epidemic proportions (World Health Organisation (WHO), 2015). Obesity is defined as an â€Å"abnormal or excessive fat accumulation that may impair health.† Body Mass Index (BMI) is a common tool used to measure a person s weight in kilograms divided by their height in meters squared (kg/m2) (WHO, 2015). An individual with a BMI greater than or equal to 30 is considered clinically obese (WHO, 2015). However this may not be the most valid way of measuring obesity as it

Davidson Motorcycle Artwork Gets Personal †Myassignmenthelp.Com

Question: Discuss About The Davidson Motorcycle Artwork Gets Personal? Answer: Introducation Harley Davidson was founded in 1903 and continues to be a success story even today. Its emphasis on quality product and image marketing has got the firm where it is today. After gaining control from AMF, management commenced just in time manufacturing which implied receiving and making goods as and when they are needed thereby leading to reduced inventory costs. Many competitors challenged Harleys leadership position specifically in the motorcycle segment but in vain. By 1993, the firm acquired Buell Motorcycle Company in order to expand its product offerings. Harleys attempt at diversifying into recreational industry was reversed. As Harleys customer base aged, it introduced V-rod which appealed to the youth. After the growth stages of 1990s, Harleys sales started to decline majorly for two reasons safety and pending recession. How Harley continued to grow is discussed in the questions below. Strategic Position Different brands aim to position themselves in various different segments, however the most fundamental positioning distinction comes from price (Association for consumer research, 2016). Harley has been unique by not following the low cost strategy like all its competitors hence Harleys positioning is extremely critical to its success especially given that image marketing is their strongest suits. They aim to fulfill the dreams of personal freedom. Even its vision indicates the companys focus on overall development of all its stakeholders. The vision statement also focusses on international success which makes its expansion plans evident. Harleys mission is to bring exceptional service to its clients and thereby gaining their continued loyalty. Harleys customers are fiercely loyal. And this is also one of the most distinguishing features of the brand. It believes it delivering people an experience and not just a motorcycle (Harley Davidson, 2017). Its strategies also clearly indicate Harleys intention of selling motorcycles as a lifestyle and not just as a mode of transportation (Advertising Age, 2013). Harley continues to differentiate itself by focusing on the experience and not the intricacies of the bike. Harleys CMO mentioned that Harley has an engine and wheels and it runs on road, but that is where its similarities with respect to its competitors ends (Forbes, 2013). Harley has focused solely on heavy weight motorcycles and continues to ensure its products are different from competitors (Business Insider, 2016). In the aim to sell an experience, Harley makes sure that it hires employees that customers can relate to. Their sales employees and store workers are bikers and dressed in biker jackets. Their knowledge about various bikes and its technicalities are in accordance with the Harley store atmosphere. Harley-Davidsons Corporate Governance. Corporate governance is the very essence of business (Forbes, 2015). Harley Davidson takes immense pride in its excellent measures taken to achieve efficient levels of corporate governance. Governance basically implies the art the managing any entity. It envelops leadership roles, management styles, company policies, procedures, organizational structures and employee conduct (Business Line, 2017). Harleys company policies are transparent and leave no room for discrepancy. Harleys board of directors come from a range of industries with decades of experience (Harley Davidson, 2017). Harley even has a corporate governance committee in place that ensures that the companys policies are in place and implemented continuously. The firms mission, vision, values and objectives are crisp and clear and adhered to sincerely. Strengths and weaknesses Cult brand: Harley Davidson has positioned itself in the niche segment of high cc cruiser bikes and transformed itself as a cult brand. This is also because of the sense of ownership and along with that a sense of belongingness to the Harley family that its customers feel. Harley merchandises like jackets, caps, bottles, key chains make sure of bringing a feeling of similarity among its owners. HOG: Harley owners groups are organized across the world. They meet often, discuss experiences, and travel together. They conduct rallies and other events there by making people feel like a part of a group (Harley Owners group, 2017). These passionate owners used these rallies as a killer sales tool (Cult branding, 2011). Harley bikes were made available to people at these rallies so they can get a firsthand experience of riding this beast. Feedbacks were taken from these test riders by Harley employees and changes were accordingly made to bikes. High customer pull: Harleys distinguished promotional strategies and branding has helped the brand gain a huge customer base. Harley comes up with various campaigns and these promotional ideas help consumers connect more with the brand by increasing awareness. Its Live your legend campaign gained a high TOMA score (Top of the mind awareness) and increased demand by $70 million in 2016 (Advertising age, 2016) Loyal customer base: Harleys customers are fiercely loyal owing to its image marketing and targeting a niche segment. Also, Harley is the only brand that provides its consumers with an option to customize their bikes via an online portal. This attracts bike enthusiasts and they remain loyal to the brand as they do not find this facility with any other competitor. As rightly said, such a high level of loyalty is achieved not just by a great service delivery but by willingness to invest in individual customers needs (Inc., 2013). Customization: Harley Davidson gives its customers the luxury of customizing their bikes as per their needs. This can be done on an online tool where people can design their bikes and see it come to life (Harley Davidson, 2017). This gives consumers a sense of individuality and ownership with their bike. The emotional quotient attached with a self-customized bike is high and this helps in gaining customer loyalty. Weaknesses High cost of exporting: Outside US, Harley Davidson has only one manufacturing unit in India and one assembling plant in Brazil. Recently it announced the plan to make an assembling plant in Thailand as well to cater to Asia Pacific clients. But even then the number of Harley facilities outside of US is very less and this makes the price of exporting to other countries relatively higher. Even though they seek a cut in import duties with various countries, nothing substantial has been accomplished yet (Deccan Chronicle, 2014). Over dependence on the US market: As mentioned above their lack of manufacturing units in other countries make Harley focus more on the US market. This creates a very high dependency on one particular market as more than 65% of the revenue comes from the United States of America (The Britton, 2017) Limited suppliers: Harley suppliers go through a strenuous selection process in order to maintain the Harley standard. This is why Harley has very few suppliers especially outside of US and in the long run depending on such few suppliers increases dependency and may even lead to delivery delay and customer dissatisfaction. Opportunities and Threats Asian and European markets: Harley has a very strong hold in the US market but with time it must be noticed that the demand in the developing Asian and European markets is consistently on a rise and there are almost no other players especially in high cc cruiser bikes segment. This makes for a very attractive opportunity for Harley. Lower CC bikes: Harley Davidson has kept its focus completely on high cc and heavy weight bikes but Harley can immensely increase its customer base by introducing low cc heavy weight bikes as the demand and market for these bikes is much higher. Especially now that Harley is focusing on targeting a younger clientele, this is a definite opportunity to expand base. Women and young riders: Harley can put advertising to efficient use and encourage women and younger riders into biking. In 2006, women accounted for 12% of total bike sales across the globe. At present, demand for motorcycles among women is at an all time high (JS Online, 2016). This is a growing number and it marks a golden opportunity to introduce these budding riders into the Harley cult club. YouTube partnerships: Recently there is an emerging trend of bikers uploading their travel experience videos on YouTube. So much so that YouTube has become a better travel influencer than Instagram (Business Standard, 2017). These v-loggers have a huge fan base and it helps them earn money as the viewership for their videos is very high. Harley can associate with these bikers and provide them with Harley merchandises. These bikers also organize meet-ups with their fans in the different cities they travel and Harley Davidson can partner by offering their venue. This would also increase the footfall at the store and hence higher sales. Threats Approach: given the market scenario, consumer needs are consistently changing. This is the time to understand those needs and bring in efforts to fulfil them. Being myopic can significantly hurt Harley sales. Another factor is that at the moment 65% of the revenue comes from US and such a high level of dependency can cause internal distress. Substitutes: Based out of US Harley must keep in mind that a stronger economy means more competitive threats (Forbes, 2012). There are many emerging players in the market who are offering heavyweight motorcycles at a lesser price like Royal Enfield, KTM, Triumph motorcycles etc. Harleys most endangering substitutes are Yamaha VMax, Suzuki Intruder, Ducati Divel, Ducati Multistrada and Suzuki Hayabusa. Strategic factors Increasing age of customers: As the case elaborates that a lot of Harley sales were conducted in the late 1990s. This means most of them are over 50 years of age, mostly male and mostly white (The guardian, 2016). Rider over the age of 40 account for 40% of the fatalities caused by bike accidents. This becomes a major issue as increasing number of accidents by Harley Davidson bikes is sure to impact its brand image. Also almost all Harleys competitors are focussing on targeting a younger generation and it is high time Harley begins to capture that market. Increasing number of substitutes: Harley Davidson is no more a solo player in the heavy weight bike segment. Motorcycle companies like Royal Enfield, Suzuki and Triumph are slowly gaining markets with their heavy weigh bikes at a lower price strategy. Harleys target customers belong to the high income segment but substitutes offering low price goods is sure to eat away from Harleys market share. Need more manufacturing units: Lack of manufacturing units in different countries makes the cost of exporting really high and time consuming. Secondly it somewhat reduces the trust in the minds of consumer by increasing service delivery time. Although, opening manufacturing units is a tedious and expensive investment to make, but given Harleys increasing brand awareness, it is about time to make a rational change in the operational structure of the firm. Recession: The case that we are referring to, is dated before 2008 and hence the recession is yet pending. This black hole in the American economy is sure to affect Harley Davidson as well by reducing peoples buying power and hence demand for high end motorcycles. Strategies must be carefully built to tackle such macro-economic scenarios as and when they arise. Core competencies Core competencies are skills that the organization is best at. Core competence is the collective learning in the organization, especially the capacity to coordinate diverse production skills and integrate streams of technologies (Harvard Business Review, 1990). These competent abilities may or may not give the firm an advantage over its competitors. Harley Davidsons core competency lies in its positioning strategies and customer management. Harley positions its bikes in the most differentiating and innovative manner leading to customer loyalty. Harley does not sell motorcycles for transportation but rather as a status symbol. It symbolises leisure, freedom and a strong personality. Harley owners groups organize various events and rallies where all proud owners of Harley participate. This gives the brand a cult status. Harley celebrates birthdays of all its customers by inviting them to a nearby Harley Davidson outlet and sometimes gifts them merchandise. They make the customer feel like they are a part of the family leading to a passionate customer base and loyalty. Distinctive competency Distinctive competencies of a firm include those abilities that a firm does better and differently from its competitors. Harleys distinctive competencies lie with its niche targeting and customer relationship management. Harley targets high income groups of people and sells them heavy weight high CC cruiser. This differentiates Harley from its competitors who do not have a strong hold on this segment of technology and hence consumer base. Being a part of a niche market segment always makes customers feel special. Harleys customer loyalty is one of its biggest assets and that is completely owed to image marketing done brilliantly done by the team. Harley markets its motorcycles are a symbol of freedom, independence, strength, ready to take challenges and immense force. Anyone who associates with these qualities immediately gets driven towards Harley. Harley sells a lifestyle, an image and a reputation, not just a bike. And this is what makes it different and even superior to its competing counterparts. Customization of motorcycles is one of Harleys most special services. Harley provides its customers with an online portal where they can design their own Harley and see it come to life on delivery. This makes customers associate more with the brand as the emotional quotient associated with a customized bike is very high (USA Today, 2017). Strategies to increase sales Build manufacturing units: As discussed before, Harley Davidson has just one manufacturing outside US which is in India and one assembling unit in Brazil. This leads to high cost of exports and also impacts delivery. In order to overcome this, Harley recently announced to build an assembling unit in Thailand which will be a knock down facility to serve its Asia pacific customers (Fox Business, 2017). Building more manufacturing units in exporting countries is the next recommended step for Harley Davidson and this is sure bring an increased customer base. Marketing focused on women and young riders will inspire them to enter the motorcycle segment. This will benefit Harley Davidson sales as no other firm is targeting them at the moment and the share of motorcycles purchased by women is much lesser as compared to their male counterparts. Harley must also target young riders as firstly, brand loyalty will be much higher as Harley will be introducing them to the world of motorcycle. The emotion behind the first bike can surely be banked upon. And secondly, Harleys customers who bought their bikes in 1990s have reached a risky age and may affect Harleys brand image if the number of accidents increase. Academy to teach motorcycling: Harley Davidsons riding academy is its initiative towards teaching biking to youngsters. This has been a major strategic decision that is expected to raise sales. By the end of this year they aim to train 65000 motorcyclists across the country. This will ensure a certain loyalty from this set of prospective clients (JS Online, 2016). Social Media: According to the global digital snapshot over 40% of the worlds population are active social media users (Web Pro News, 2017). YouTube channel partners are a fad and Harley must take advantage of this and target a large mass of youth. Many bikers have active YouTube pages with high number of followers. Harley Davidson can tie up with them and take advantage of their fan base alongside with promoting their own products. Focus on international markets: As discusses earlier, 65% of Harleys revenue comes from its US market. This high level of dependency and lack of diversification in the consumer segment is rather unsafe (Fortune, 2012). Any macro factors affecting the economy of America will directly impact the companys performance. Harley Davidson must strategies and increase its focus on international soil by building manufacturing units and service stations in other countries. This will lead to efficient service delivery and an increased base of customers. Image of a bike rider Bike riders are often associated with strength and a risk taking aptitude. They symbolize rawness, speed and power. They are filled with pride and responsibility. They seem fearless and extremely passionate about travel. They are strong willed and living on the edge and their life is filled with enthusiasm and energy. The biker image portrayed above is surely a huge help to Harley Davidsons image as the brand reflects all the same values. The high CC of Harley bikes shows speed, power. The heavy exterior symbolises strength and robustness. The HOG members signify passion and pride. This is exactly what Harley Davidson has banked upon. This image marketing by the brand has led to aggressively loyal customers and a very high emotional quotient attached with the purchase of the bike. Impact of competition Like every other brand, sales are bound to get impacted with the presence of higher competition. Also despite the presence of other brands offering lower prices for heavy weight high CC bikes, Harley Davidson consciously made the decision of protecting their iconic brand image by not engaging in discounting activities. However, Harley continues to hold the highest market share in unites states of over 65% which is expected to grow by 2-2.5% annually (Forbes, 2014). Polaris has been Harleys biggest competitor with its sales growing 23% year over year which is more than Harley and this is surely a matter of grave concern (Forbes, 2016). Loyal Customers Harley Davidson customers loyalty is world renowned and often a reason for envy among other brands. This is predominantly because of three factors which are Harleys greatest competencies. First being image marketing, second being their customer relationship management and third being their product differentiation. Image marketing helps its customer associate with a certain image every time they own or ride a Harley Davidson bike. Customer often wish to continue being associated with this image and hence remain loyal to the brand. They like the perception that they leave in peoples minds when they are owning a Harley Davidson bike. Customer relationship management of Harley is done in the manner that the customer feels like a part of a family. HOG events and rallies are conducted often where all the Harley owners get together. They all have shared passions and personality traits that they relate with and hence they have made a cult and continue to be loyal towards it. Product differentiation has occurred mainly because of the absence of too many competitors in the niche segment of high cc heavy motorcycles. Styling of the bike, its exteriors, high engine power are factors which are not easily available with other brands. Hence customers are loyal towards Harley Davidson. Impact of changing demographics Changing demographics are a major opportunity in the form of increasing potential clients for Harley Davidson. Women are increasingly gaining interest in and ability to ride bikes. This is a potential market for Harley bikes as they can invest in marketing strategies to target this segment of the society. People are now beginning to ride their first bikes at an early age and also peoples inclination towards healthy living has got people above the age of 50 also to ride bikes. In fact old rider clubs are getting formed where senior citizens of the country meet and travel together. However Harley must continue to cater to its current customer base who are above 50 years of age as Americans over 50 control 77% of the total net worth in the country. And across the country 39% of the motorcycles are owned by people aging between 51 and 69 (JS Online, 2015). Harley must invest wisely in the marketing of these segments as they are still niche and any kind of association with bikes at this stage with ensure a continued relationship. References: Advertising age, 2013, Harley Davidson CMO: We arent an auto brand, https://www.adageindia.in/marketing/cmo-strategy/harley-davidson-cmo-we-arent-an-auto-brand/articleshow/45807295.cms, viewed on 16 September, 2017. 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