The document discusses Harley Davidson's brand history and SWOT analysis, identifying strengths like its strong brand image and distribution networks, and weaknesses such as weakening finances and unfunded retirement benefits. It proposes boosting sales through an online marketing campaign utilizing social media like Facebook, Twitter and YouTube, and blogging. The campaign goals are outlined, including using mostly free platforms and paying employees to update and monitor the mediums. Success will be evaluated using analytics from Google and social platforms for metrics like fans, followers and subscribers.
3. SWOT Analysis
Strengths
• Strong market position and brand image
• Wide marketing and distribution networks
• High inventory turnover ratio
Weaknesses:
• Weakening financial performance
• Unfunded employee post retirement
benefits
