Question

Harley-Davison vs. Toyota

Harley-Davison’s motorcycles are perceived around the world as the all-American bike. Should Harley-Davidson start manufacturing motorcycles in a low-wage country such as Mexico?

The success of Toyota in world markets was initially based on exporting cars from factories in Japan. Today, both companies operate manufacturing and assembly facilities in the Americas, Asia, and Europe. Will European consumers continue to buy Toyota vehicles exported from America?

[Discussion Question]

1. How do the global marketing strategies of Harley-Davidson and Toyota differ?
2. What is the brand positioning of Harley-Davidson & Toyota?

Answer 1

The global marketing strategy of Harley Davidson is to communicate the consistent message recognized by the whole world where it is precieved as " All-American motorcycle". Harley davidson sell its bike with the same brand name with similar features and standardized advertising marketing consider the whole world as single place market.

On the other hand, Toyota's marketing strategy is adaptable or we can say localized where Toyotal create its car's manufacturing and market it based on local needs and trends of market in each country. This is why toyotal source supplies from all over the world unlike Harley davidson which source from locally in order to be a all american bike brand.

Brand positioning of Harley davidson is very strong like a cult.It is considered to be premium bike brand all over the world. It is all because of advanced tech, high quality material and unique design which created a good position in minds of customers.There are many blogs and customer review sites where loyal customers for harley davidson build a cult to review and influence others to buy bikes of Harley davidson.

On the other hand, Toyota is positioned as practical and reliable brand. This brand is considered as affordable brand for cars to meet needs of middle class or average income people.