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At the same time, Harley-Davidson plans to increase its marketing budget by 65% while increasing its product development funding by 35%, a total investment of $70 million.
To help reach these goals, Harley-Davidson wants to double the number of riders going through its Riding Academy school, targeting a goal of training 100,000 riders a year by 2020. Harley-Davidson also intends to increase its international dealer network by 150-200 new dealerships by 2020. For the rest of the fiscal year, Harley-Davidson expects to ship 47,000 to 52,000 motorcycles, compared to 47,157 motorcycles shipped in the final quarter of 2014. Parts of this site powered by vBulletin Mods & Addons from DragonByte Technologies Ltd. Discover insider marketing tricks and techniques that produce continuous, successful sales. No part of this site is to be reproduced, copied, or redistributed without the expressed written permission of Eden Press. Christina Boyle on KODAK HIRES LAW FIRM FOR RESTRUCTURING ADVICE, IS THE END NEAR FOR THIS 131-YEAR OLD COMPANY, OR IS BANKRUPTCY NEXT? If you are the founder of a new startup or an existing business it's highly recommended that you develop a roadmap that will get you from where you are today to where you want to be tomorrow, six months from now, or a year or longer down the road. A marketing plan should be a formal written document, not recalled from memory or something scribbled on a napkin. Segmentation, Targeting and Positioning - This three stage process involves analysing which distinct customer groups exist and which segment the product best suits before implementing the communications strategy tailored for the chosen target group. SOSTAC® - This acronym stands for Situation, Objectives, Strategy, Tactics, Actions and Control and is a very popular classic marketing planning framework for creating marketing plans. Ansoff's Growth Strategy Matrix - Ansoff’s Growth Strategy Matrix identifies alternative growth strategies by looking at present and potential products in current and future markets. For my money, the SOSTAC® marketing planning model is the model I use the most when developing marketing plans. SOSTAC® is a marketing planning model, originally developed in the 1990s to help with marketing planning by PR Smith, who together with Dave Chaffey co-authored Emarketing Excellence. You can see it gives a logical order for tackling your plan (with iterations) and a great way to summarise the main elements of each. SOSTAC® has become very popular since it’s simple, easy to remember and covers all the main issues which you need in a marketing plan or business plan.
Here are some tips on how to use SOSTAC® based on Chaffey's experience applying the model in companies and in academia.

Use SOSTAC® to review your process - Before looking at how you apply SOSTAC® at each step to create a marketing plan, use it to review your planning process and how you manage your marketing. Integrate the different elements of your SWOT Analysis -  Oftentimes in a plan or report there isn’t good flow relating sections.
Where Are You Today - You must know where you are today in order to develop a roadmap to where you want to be in the future. Know Your Strengths and Weaknesses - Take an inventory of your individual and management teams strengths and weaknesses.
Organizations - Describe them by number of employees, sales, geographic location, and industry.
SWOT Analysis - Identify your competitive strengths and weaknesses, business opportunities and potential threats. Management Team - List the key members of your present management team and very brief description of their business and industry experience and education.
Milestones Accomplished - Elaborate on significant milestones that have accomplished to date. Your marketing strategies answer the big question:  HOW do you get from where you are today to where you want to be tomorrow?
Core Marketing Message - Your core marketing message is a short description of your business, products and services, employees, core values, business philosophy, mission and value proposition you bring to the customer relationship. Define Your Brand - Your brand isn’t just your corporate identity like your logo, tag line, motto or its visual associations such as unique design, colors or packaging, but the relationship you have with your customers. Pricing Model - Describe the methodology you will use to set prices for your products and services.
Distribution Strategy - Describe the distribution channels you will utilize to get your product or service to your target market (e.g.
Advertising and Promotions Strategy - Determine what media channels you will use to market and promote your products and services to your target market (e.g. Public Relations Strategy - Describe the methods you will utilize to inform, communicate and educate your public (e.g. Strategic Alliances - Describe the nature and type of third-party alliances you anticipated will be needed in order to compete effectively in the marketplace.
Word-of-Mouth -  Describe how and the methods you will utilize to create word-of-mouth.
GRUR - Gewerblicher Rechtsschutz und Urheberrecht a) GRUR alleineb) mit GRUR Int.c) mit GRUR Int.

Bitte beachten Sie folgenden Hinweis:Wenn Rechnung und Lieferung an getrennte Orte zu senden sind, so entsteht zusatzlich eine Direktbeorderungsgebuhr, deren Hohe sich aus der Anzahl der im Berechnungszeitraum zu liefernden Hefte ergibt. In response, Harley-Davidson announced it would lay off about 250 workers while budgeting more money into marketing and product development. The company hopes the increased investments will increase product and brand awareness, draw new riders in the U.S. The Riding Academy has trained more than 220,000 riders since 2010 or about 37,000 a year, so it has quite a ways to go to reach that target.
Harley-Davidson now expects to have shipped 265,000 to 270,000 motorcycles in all of 2015, down from a previously-announced target of 276,000 to 281,000 motorcycles. SOSTAC is more comprehensive and borrows elements of several of the other popular marketing planning models. The four growth strategies include: market penetration, market development, product development and diversification.
Include major new customers, revenues, no of unique visitors, downloads, new patents, major personnel additions and awards. Will you be using inside sales personnel, inbound or outbound sales personnel, outside sales personnel, manufacturer's representatives, independent salespeople or network marketing personnel. This book may have occasional imperfections such as missing or blurred pages, poor pictures, errant marks, etc.
2015, Harley-Davidson reported sales of 72,178 motorcycles worldwide, down from 73,217 motorcycles sold in the same quarter of 2014.
Don't think in terms of what other organizations or individuals have done, but how you are going to get it done. Perhaps you’re not so good at setting SMART objectives, or developing strategies to support them or the control stage of assessing how effective your strategies and tactics are and adjusting them? We believe this work is culturally important, and despite the imperfections, have elected to bring it back into print as part of our continuing commitment to the preservation of printed works worldwide. We appreciate your understanding of the imperfections in the preservation process, and hope you enjoy this valuable book.

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