Post on 18-Jan-2017
Buying and Merchandising~Amelia Evans~
BackgroundHarley-Davidson Corporate bull First
Production ndash 1903bull Bill Harleybull Arthur
Davidsonbull First
Dealership ndash 1904 bull Charles H
Lang
bull Chicago ILbull 45deg Engine
bull Signature Harley-
Davidson sound
Biker Bobrsquos Harley-Davidson
bull Opened 1998bull Charity Rides
bull Penrickton Center for Blind Children
bull Regular Hoursbull Mon ndash Fri 10am ndash 7pmbull Sat Sun 10am ndash 5pm
ServicesWinter StorageTune-UpsCustom WorkOnline Shopping OptionHOG ChapterLearn To Ride ProgramShop Apparel Parts Motorcycles
Communitybull Wayne County
bull 1820584bull 16 are 18-29bull Primarily Caucasianbull Average Income
$46358bull Taylor MI
bull 62458bull 17 are 18-29bull 17th Largest Citybull Primarily Caucasianbull Average Income
$39634
Current Target MarketBaby Boomers
Rock and roll music generation
Buy it now and use credit
Optimistic driven team-oriented
Average Income $19167
Generation X
Very individualistic and free spirited
Into labels and brand names
Want what they want and want it now (debt)
Average Income $45875
Research MethodsPrimary Research
1 Biker Bobs ndash Erin Miller2 Corporate Harley-Davidson ndash Michael
Evans3 Harley-Davidson Museum (Milwaukee)4 Survey Monkey5 Biker Bobrsquos Events
Secondary Research6 Glencoe Marketing Essentials
Textbook7 Online Articles8 Online Websites
bull Harley-Davidsonbull Biker Bobrsquosbull Competitors
9 Previous surveys
Research Processbull Survey
bull Novemberbull Survey Monkeybull 32 Gen Y Consumers
(5050)bull Ongoing
bull Bike Bobrsquos Eventsbull Decemberbull ldquoPictures with Santardquobull Interview ndash Erin Miller
bull Personal Tourbull Harley-Davidson
Museumbull Augustbull Interview ndash Michael Evansbull Personal Tourbull Company Insight
Findings
In Colle
ge
Not in
College
Gradua
ted Colle
ge
19
7 6
of Re-spondents
of Respondents
Education Level
Familiar with Harley Not Familiar with Harley
Has Bought Products
Has Not Bought Products
29
3
8
24
Question 4 and 8 Comparison
of Surveyors Question 4 Question 8 8
New Target Market
Generation Y
Starting full-time
jobs = newfound disposable
income
Strong influence
on the trends in almost every
market
Tech savvy Encourages more up to
date marketing
Average Income $39000
(Predicted to increase drastically)
Conclusions ndash Biker Bobrsquos
Strengths
bull Established Reputation
bull Good Mission Statement
bull Variety of products
bull Quality servicebull Strong
community ties
Weaknesses
bull Older Gen Image
bull High Pricesbull Minimal events
- younger generations
bull Not enough advertising
Opportunities
bull Close to many colleges
bull Gen Y - more open-minded
bull Newer technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habitsbull Slow growth in
city area
Conclusions ndash Harley-Davidson Corporate
Strengths
bull Excellent Brand Image
bull Good Mission Statement
bull Variety of products
bull Quality products
Weaknesses
bull Older Generation Image
bull High Pricesbull Minimal
products for younger generations
Opportunities
bull Customization of products
bull Gen Y - more open-minded
bull Newer Technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habits
ObjectivesOBJECTIVE SUMMARY
1Encourage College Students to Purchase Harley-Davidson Products
2Collaboration with Modern Female Oriented Companies
3Utilize Social Media to Appeal to Local Gen Y
4Support Automotive and Business Work Force
5Promote Colleges Business Work Force and New Harley Motorcycles
College Monthbull Apparel
bull New modern clothingbull No more skullsbull No more ldquorock and rollrdquobull No more leather
bull Miscellaneousbull Different Logos ndash Same brandbull Brighter color ndash More products
bull Motorcyclesbull Signature color options ndash
Sportstersbull College ID gets 20 off
Objectives Met
Objective 1
MAC Cosmetics Collaborationbull Why MACbull Popular among Gen Y
consumersbull Popular among femalesbull Familiar with limited edition
linesbull Well established reputation
bull Product line will be during July and Augustbull Why Collaboratebull Build strong ties with other
companies
Objectives Met
Objective 2
Twitter Account DISCLAIMER ndash Biker Bobrsquos Twitter already exists
Use popular hashtags (love
or party)
Post pictures of promotional
events
Follow other Twitter
accounts
Post inpirational quotes about motorcycles
Announce when new
products are in
50 off apparel promotion for most retweets
Objectives Met
Objective 3
Local Scholarship
bull Whenbull January ndash Marchbull Deadline ndash March 31st
bull Whybull Promoting business and
automotive industrybull Connect with local colleges
GPA of 27 or higher to be applicable
Pursuing an Automotive or Business Major
Must be a College Junior or Senior
Two letters of Recomendation Required
Min ACT Score 22 Min SAT Score 1400
Must be originally from Wayne County in Michigan
One page typed essay of future career plans
Objectives Met
Objective 4
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
BackgroundHarley-Davidson Corporate bull First
Production ndash 1903bull Bill Harleybull Arthur
Davidsonbull First
Dealership ndash 1904 bull Charles H
Lang
bull Chicago ILbull 45deg Engine
bull Signature Harley-
Davidson sound
Biker Bobrsquos Harley-Davidson
bull Opened 1998bull Charity Rides
bull Penrickton Center for Blind Children
bull Regular Hoursbull Mon ndash Fri 10am ndash 7pmbull Sat Sun 10am ndash 5pm
ServicesWinter StorageTune-UpsCustom WorkOnline Shopping OptionHOG ChapterLearn To Ride ProgramShop Apparel Parts Motorcycles
Communitybull Wayne County
bull 1820584bull 16 are 18-29bull Primarily Caucasianbull Average Income
$46358bull Taylor MI
bull 62458bull 17 are 18-29bull 17th Largest Citybull Primarily Caucasianbull Average Income
$39634
Current Target MarketBaby Boomers
Rock and roll music generation
Buy it now and use credit
Optimistic driven team-oriented
Average Income $19167
Generation X
Very individualistic and free spirited
Into labels and brand names
Want what they want and want it now (debt)
Average Income $45875
Research MethodsPrimary Research
1 Biker Bobs ndash Erin Miller2 Corporate Harley-Davidson ndash Michael
Evans3 Harley-Davidson Museum (Milwaukee)4 Survey Monkey5 Biker Bobrsquos Events
Secondary Research6 Glencoe Marketing Essentials
Textbook7 Online Articles8 Online Websites
bull Harley-Davidsonbull Biker Bobrsquosbull Competitors
9 Previous surveys
Research Processbull Survey
bull Novemberbull Survey Monkeybull 32 Gen Y Consumers
(5050)bull Ongoing
bull Bike Bobrsquos Eventsbull Decemberbull ldquoPictures with Santardquobull Interview ndash Erin Miller
bull Personal Tourbull Harley-Davidson
Museumbull Augustbull Interview ndash Michael Evansbull Personal Tourbull Company Insight
Findings
In Colle
ge
Not in
College
Gradua
ted Colle
ge
19
7 6
of Re-spondents
of Respondents
Education Level
Familiar with Harley Not Familiar with Harley
Has Bought Products
Has Not Bought Products
29
3
8
24
Question 4 and 8 Comparison
of Surveyors Question 4 Question 8 8
New Target Market
Generation Y
Starting full-time
jobs = newfound disposable
income
Strong influence
on the trends in almost every
market
Tech savvy Encourages more up to
date marketing
Average Income $39000
(Predicted to increase drastically)
Conclusions ndash Biker Bobrsquos
Strengths
bull Established Reputation
bull Good Mission Statement
bull Variety of products
bull Quality servicebull Strong
community ties
Weaknesses
bull Older Gen Image
bull High Pricesbull Minimal events
- younger generations
bull Not enough advertising
Opportunities
bull Close to many colleges
bull Gen Y - more open-minded
bull Newer technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habitsbull Slow growth in
city area
Conclusions ndash Harley-Davidson Corporate
Strengths
bull Excellent Brand Image
bull Good Mission Statement
bull Variety of products
bull Quality products
Weaknesses
bull Older Generation Image
bull High Pricesbull Minimal
products for younger generations
Opportunities
bull Customization of products
bull Gen Y - more open-minded
bull Newer Technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habits
ObjectivesOBJECTIVE SUMMARY
1Encourage College Students to Purchase Harley-Davidson Products
2Collaboration with Modern Female Oriented Companies
3Utilize Social Media to Appeal to Local Gen Y
4Support Automotive and Business Work Force
5Promote Colleges Business Work Force and New Harley Motorcycles
College Monthbull Apparel
bull New modern clothingbull No more skullsbull No more ldquorock and rollrdquobull No more leather
bull Miscellaneousbull Different Logos ndash Same brandbull Brighter color ndash More products
bull Motorcyclesbull Signature color options ndash
Sportstersbull College ID gets 20 off
Objectives Met
Objective 1
MAC Cosmetics Collaborationbull Why MACbull Popular among Gen Y
consumersbull Popular among femalesbull Familiar with limited edition
linesbull Well established reputation
bull Product line will be during July and Augustbull Why Collaboratebull Build strong ties with other
companies
Objectives Met
Objective 2
Twitter Account DISCLAIMER ndash Biker Bobrsquos Twitter already exists
Use popular hashtags (love
or party)
Post pictures of promotional
events
Follow other Twitter
accounts
Post inpirational quotes about motorcycles
Announce when new
products are in
50 off apparel promotion for most retweets
Objectives Met
Objective 3
Local Scholarship
bull Whenbull January ndash Marchbull Deadline ndash March 31st
bull Whybull Promoting business and
automotive industrybull Connect with local colleges
GPA of 27 or higher to be applicable
Pursuing an Automotive or Business Major
Must be a College Junior or Senior
Two letters of Recomendation Required
Min ACT Score 22 Min SAT Score 1400
Must be originally from Wayne County in Michigan
One page typed essay of future career plans
Objectives Met
Objective 4
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
Communitybull Wayne County
bull 1820584bull 16 are 18-29bull Primarily Caucasianbull Average Income
$46358bull Taylor MI
bull 62458bull 17 are 18-29bull 17th Largest Citybull Primarily Caucasianbull Average Income
$39634
Current Target MarketBaby Boomers
Rock and roll music generation
Buy it now and use credit
Optimistic driven team-oriented
Average Income $19167
Generation X
Very individualistic and free spirited
Into labels and brand names
Want what they want and want it now (debt)
Average Income $45875
Research MethodsPrimary Research
1 Biker Bobs ndash Erin Miller2 Corporate Harley-Davidson ndash Michael
Evans3 Harley-Davidson Museum (Milwaukee)4 Survey Monkey5 Biker Bobrsquos Events
Secondary Research6 Glencoe Marketing Essentials
Textbook7 Online Articles8 Online Websites
bull Harley-Davidsonbull Biker Bobrsquosbull Competitors
9 Previous surveys
Research Processbull Survey
bull Novemberbull Survey Monkeybull 32 Gen Y Consumers
(5050)bull Ongoing
bull Bike Bobrsquos Eventsbull Decemberbull ldquoPictures with Santardquobull Interview ndash Erin Miller
bull Personal Tourbull Harley-Davidson
Museumbull Augustbull Interview ndash Michael Evansbull Personal Tourbull Company Insight
Findings
In Colle
ge
Not in
College
Gradua
ted Colle
ge
19
7 6
of Re-spondents
of Respondents
Education Level
Familiar with Harley Not Familiar with Harley
Has Bought Products
Has Not Bought Products
29
3
8
24
Question 4 and 8 Comparison
of Surveyors Question 4 Question 8 8
New Target Market
Generation Y
Starting full-time
jobs = newfound disposable
income
Strong influence
on the trends in almost every
market
Tech savvy Encourages more up to
date marketing
Average Income $39000
(Predicted to increase drastically)
Conclusions ndash Biker Bobrsquos
Strengths
bull Established Reputation
bull Good Mission Statement
bull Variety of products
bull Quality servicebull Strong
community ties
Weaknesses
bull Older Gen Image
bull High Pricesbull Minimal events
- younger generations
bull Not enough advertising
Opportunities
bull Close to many colleges
bull Gen Y - more open-minded
bull Newer technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habitsbull Slow growth in
city area
Conclusions ndash Harley-Davidson Corporate
Strengths
bull Excellent Brand Image
bull Good Mission Statement
bull Variety of products
bull Quality products
Weaknesses
bull Older Generation Image
bull High Pricesbull Minimal
products for younger generations
Opportunities
bull Customization of products
bull Gen Y - more open-minded
bull Newer Technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habits
ObjectivesOBJECTIVE SUMMARY
1Encourage College Students to Purchase Harley-Davidson Products
2Collaboration with Modern Female Oriented Companies
3Utilize Social Media to Appeal to Local Gen Y
4Support Automotive and Business Work Force
5Promote Colleges Business Work Force and New Harley Motorcycles
College Monthbull Apparel
bull New modern clothingbull No more skullsbull No more ldquorock and rollrdquobull No more leather
bull Miscellaneousbull Different Logos ndash Same brandbull Brighter color ndash More products
bull Motorcyclesbull Signature color options ndash
Sportstersbull College ID gets 20 off
Objectives Met
Objective 1
MAC Cosmetics Collaborationbull Why MACbull Popular among Gen Y
consumersbull Popular among femalesbull Familiar with limited edition
linesbull Well established reputation
bull Product line will be during July and Augustbull Why Collaboratebull Build strong ties with other
companies
Objectives Met
Objective 2
Twitter Account DISCLAIMER ndash Biker Bobrsquos Twitter already exists
Use popular hashtags (love
or party)
Post pictures of promotional
events
Follow other Twitter
accounts
Post inpirational quotes about motorcycles
Announce when new
products are in
50 off apparel promotion for most retweets
Objectives Met
Objective 3
Local Scholarship
bull Whenbull January ndash Marchbull Deadline ndash March 31st
bull Whybull Promoting business and
automotive industrybull Connect with local colleges
GPA of 27 or higher to be applicable
Pursuing an Automotive or Business Major
Must be a College Junior or Senior
Two letters of Recomendation Required
Min ACT Score 22 Min SAT Score 1400
Must be originally from Wayne County in Michigan
One page typed essay of future career plans
Objectives Met
Objective 4
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
Current Target MarketBaby Boomers
Rock and roll music generation
Buy it now and use credit
Optimistic driven team-oriented
Average Income $19167
Generation X
Very individualistic and free spirited
Into labels and brand names
Want what they want and want it now (debt)
Average Income $45875
Research MethodsPrimary Research
1 Biker Bobs ndash Erin Miller2 Corporate Harley-Davidson ndash Michael
Evans3 Harley-Davidson Museum (Milwaukee)4 Survey Monkey5 Biker Bobrsquos Events
Secondary Research6 Glencoe Marketing Essentials
Textbook7 Online Articles8 Online Websites
bull Harley-Davidsonbull Biker Bobrsquosbull Competitors
9 Previous surveys
Research Processbull Survey
bull Novemberbull Survey Monkeybull 32 Gen Y Consumers
(5050)bull Ongoing
bull Bike Bobrsquos Eventsbull Decemberbull ldquoPictures with Santardquobull Interview ndash Erin Miller
bull Personal Tourbull Harley-Davidson
Museumbull Augustbull Interview ndash Michael Evansbull Personal Tourbull Company Insight
Findings
In Colle
ge
Not in
College
Gradua
ted Colle
ge
19
7 6
of Re-spondents
of Respondents
Education Level
Familiar with Harley Not Familiar with Harley
Has Bought Products
Has Not Bought Products
29
3
8
24
Question 4 and 8 Comparison
of Surveyors Question 4 Question 8 8
New Target Market
Generation Y
Starting full-time
jobs = newfound disposable
income
Strong influence
on the trends in almost every
market
Tech savvy Encourages more up to
date marketing
Average Income $39000
(Predicted to increase drastically)
Conclusions ndash Biker Bobrsquos
Strengths
bull Established Reputation
bull Good Mission Statement
bull Variety of products
bull Quality servicebull Strong
community ties
Weaknesses
bull Older Gen Image
bull High Pricesbull Minimal events
- younger generations
bull Not enough advertising
Opportunities
bull Close to many colleges
bull Gen Y - more open-minded
bull Newer technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habitsbull Slow growth in
city area
Conclusions ndash Harley-Davidson Corporate
Strengths
bull Excellent Brand Image
bull Good Mission Statement
bull Variety of products
bull Quality products
Weaknesses
bull Older Generation Image
bull High Pricesbull Minimal
products for younger generations
Opportunities
bull Customization of products
bull Gen Y - more open-minded
bull Newer Technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habits
ObjectivesOBJECTIVE SUMMARY
1Encourage College Students to Purchase Harley-Davidson Products
2Collaboration with Modern Female Oriented Companies
3Utilize Social Media to Appeal to Local Gen Y
4Support Automotive and Business Work Force
5Promote Colleges Business Work Force and New Harley Motorcycles
College Monthbull Apparel
bull New modern clothingbull No more skullsbull No more ldquorock and rollrdquobull No more leather
bull Miscellaneousbull Different Logos ndash Same brandbull Brighter color ndash More products
bull Motorcyclesbull Signature color options ndash
Sportstersbull College ID gets 20 off
Objectives Met
Objective 1
MAC Cosmetics Collaborationbull Why MACbull Popular among Gen Y
consumersbull Popular among femalesbull Familiar with limited edition
linesbull Well established reputation
bull Product line will be during July and Augustbull Why Collaboratebull Build strong ties with other
companies
Objectives Met
Objective 2
Twitter Account DISCLAIMER ndash Biker Bobrsquos Twitter already exists
Use popular hashtags (love
or party)
Post pictures of promotional
events
Follow other Twitter
accounts
Post inpirational quotes about motorcycles
Announce when new
products are in
50 off apparel promotion for most retweets
Objectives Met
Objective 3
Local Scholarship
bull Whenbull January ndash Marchbull Deadline ndash March 31st
bull Whybull Promoting business and
automotive industrybull Connect with local colleges
GPA of 27 or higher to be applicable
Pursuing an Automotive or Business Major
Must be a College Junior or Senior
Two letters of Recomendation Required
Min ACT Score 22 Min SAT Score 1400
Must be originally from Wayne County in Michigan
One page typed essay of future career plans
Objectives Met
Objective 4
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
Research MethodsPrimary Research
1 Biker Bobs ndash Erin Miller2 Corporate Harley-Davidson ndash Michael
Evans3 Harley-Davidson Museum (Milwaukee)4 Survey Monkey5 Biker Bobrsquos Events
Secondary Research6 Glencoe Marketing Essentials
Textbook7 Online Articles8 Online Websites
bull Harley-Davidsonbull Biker Bobrsquosbull Competitors
9 Previous surveys
Research Processbull Survey
bull Novemberbull Survey Monkeybull 32 Gen Y Consumers
(5050)bull Ongoing
bull Bike Bobrsquos Eventsbull Decemberbull ldquoPictures with Santardquobull Interview ndash Erin Miller
bull Personal Tourbull Harley-Davidson
Museumbull Augustbull Interview ndash Michael Evansbull Personal Tourbull Company Insight
Findings
In Colle
ge
Not in
College
Gradua
ted Colle
ge
19
7 6
of Re-spondents
of Respondents
Education Level
Familiar with Harley Not Familiar with Harley
Has Bought Products
Has Not Bought Products
29
3
8
24
Question 4 and 8 Comparison
of Surveyors Question 4 Question 8 8
New Target Market
Generation Y
Starting full-time
jobs = newfound disposable
income
Strong influence
on the trends in almost every
market
Tech savvy Encourages more up to
date marketing
Average Income $39000
(Predicted to increase drastically)
Conclusions ndash Biker Bobrsquos
Strengths
bull Established Reputation
bull Good Mission Statement
bull Variety of products
bull Quality servicebull Strong
community ties
Weaknesses
bull Older Gen Image
bull High Pricesbull Minimal events
- younger generations
bull Not enough advertising
Opportunities
bull Close to many colleges
bull Gen Y - more open-minded
bull Newer technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habitsbull Slow growth in
city area
Conclusions ndash Harley-Davidson Corporate
Strengths
bull Excellent Brand Image
bull Good Mission Statement
bull Variety of products
bull Quality products
Weaknesses
bull Older Generation Image
bull High Pricesbull Minimal
products for younger generations
Opportunities
bull Customization of products
bull Gen Y - more open-minded
bull Newer Technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habits
ObjectivesOBJECTIVE SUMMARY
1Encourage College Students to Purchase Harley-Davidson Products
2Collaboration with Modern Female Oriented Companies
3Utilize Social Media to Appeal to Local Gen Y
4Support Automotive and Business Work Force
5Promote Colleges Business Work Force and New Harley Motorcycles
College Monthbull Apparel
bull New modern clothingbull No more skullsbull No more ldquorock and rollrdquobull No more leather
bull Miscellaneousbull Different Logos ndash Same brandbull Brighter color ndash More products
bull Motorcyclesbull Signature color options ndash
Sportstersbull College ID gets 20 off
Objectives Met
Objective 1
MAC Cosmetics Collaborationbull Why MACbull Popular among Gen Y
consumersbull Popular among femalesbull Familiar with limited edition
linesbull Well established reputation
bull Product line will be during July and Augustbull Why Collaboratebull Build strong ties with other
companies
Objectives Met
Objective 2
Twitter Account DISCLAIMER ndash Biker Bobrsquos Twitter already exists
Use popular hashtags (love
or party)
Post pictures of promotional
events
Follow other Twitter
accounts
Post inpirational quotes about motorcycles
Announce when new
products are in
50 off apparel promotion for most retweets
Objectives Met
Objective 3
Local Scholarship
bull Whenbull January ndash Marchbull Deadline ndash March 31st
bull Whybull Promoting business and
automotive industrybull Connect with local colleges
GPA of 27 or higher to be applicable
Pursuing an Automotive or Business Major
Must be a College Junior or Senior
Two letters of Recomendation Required
Min ACT Score 22 Min SAT Score 1400
Must be originally from Wayne County in Michigan
One page typed essay of future career plans
Objectives Met
Objective 4
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
Research Processbull Survey
bull Novemberbull Survey Monkeybull 32 Gen Y Consumers
(5050)bull Ongoing
bull Bike Bobrsquos Eventsbull Decemberbull ldquoPictures with Santardquobull Interview ndash Erin Miller
bull Personal Tourbull Harley-Davidson
Museumbull Augustbull Interview ndash Michael Evansbull Personal Tourbull Company Insight
Findings
In Colle
ge
Not in
College
Gradua
ted Colle
ge
19
7 6
of Re-spondents
of Respondents
Education Level
Familiar with Harley Not Familiar with Harley
Has Bought Products
Has Not Bought Products
29
3
8
24
Question 4 and 8 Comparison
of Surveyors Question 4 Question 8 8
New Target Market
Generation Y
Starting full-time
jobs = newfound disposable
income
Strong influence
on the trends in almost every
market
Tech savvy Encourages more up to
date marketing
Average Income $39000
(Predicted to increase drastically)
Conclusions ndash Biker Bobrsquos
Strengths
bull Established Reputation
bull Good Mission Statement
bull Variety of products
bull Quality servicebull Strong
community ties
Weaknesses
bull Older Gen Image
bull High Pricesbull Minimal events
- younger generations
bull Not enough advertising
Opportunities
bull Close to many colleges
bull Gen Y - more open-minded
bull Newer technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habitsbull Slow growth in
city area
Conclusions ndash Harley-Davidson Corporate
Strengths
bull Excellent Brand Image
bull Good Mission Statement
bull Variety of products
bull Quality products
Weaknesses
bull Older Generation Image
bull High Pricesbull Minimal
products for younger generations
Opportunities
bull Customization of products
bull Gen Y - more open-minded
bull Newer Technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habits
ObjectivesOBJECTIVE SUMMARY
1Encourage College Students to Purchase Harley-Davidson Products
2Collaboration with Modern Female Oriented Companies
3Utilize Social Media to Appeal to Local Gen Y
4Support Automotive and Business Work Force
5Promote Colleges Business Work Force and New Harley Motorcycles
College Monthbull Apparel
bull New modern clothingbull No more skullsbull No more ldquorock and rollrdquobull No more leather
bull Miscellaneousbull Different Logos ndash Same brandbull Brighter color ndash More products
bull Motorcyclesbull Signature color options ndash
Sportstersbull College ID gets 20 off
Objectives Met
Objective 1
MAC Cosmetics Collaborationbull Why MACbull Popular among Gen Y
consumersbull Popular among femalesbull Familiar with limited edition
linesbull Well established reputation
bull Product line will be during July and Augustbull Why Collaboratebull Build strong ties with other
companies
Objectives Met
Objective 2
Twitter Account DISCLAIMER ndash Biker Bobrsquos Twitter already exists
Use popular hashtags (love
or party)
Post pictures of promotional
events
Follow other Twitter
accounts
Post inpirational quotes about motorcycles
Announce when new
products are in
50 off apparel promotion for most retweets
Objectives Met
Objective 3
Local Scholarship
bull Whenbull January ndash Marchbull Deadline ndash March 31st
bull Whybull Promoting business and
automotive industrybull Connect with local colleges
GPA of 27 or higher to be applicable
Pursuing an Automotive or Business Major
Must be a College Junior or Senior
Two letters of Recomendation Required
Min ACT Score 22 Min SAT Score 1400
Must be originally from Wayne County in Michigan
One page typed essay of future career plans
Objectives Met
Objective 4
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
Findings
In Colle
ge
Not in
College
Gradua
ted Colle
ge
19
7 6
of Re-spondents
of Respondents
Education Level
Familiar with Harley Not Familiar with Harley
Has Bought Products
Has Not Bought Products
29
3
8
24
Question 4 and 8 Comparison
of Surveyors Question 4 Question 8 8
New Target Market
Generation Y
Starting full-time
jobs = newfound disposable
income
Strong influence
on the trends in almost every
market
Tech savvy Encourages more up to
date marketing
Average Income $39000
(Predicted to increase drastically)
Conclusions ndash Biker Bobrsquos
Strengths
bull Established Reputation
bull Good Mission Statement
bull Variety of products
bull Quality servicebull Strong
community ties
Weaknesses
bull Older Gen Image
bull High Pricesbull Minimal events
- younger generations
bull Not enough advertising
Opportunities
bull Close to many colleges
bull Gen Y - more open-minded
bull Newer technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habitsbull Slow growth in
city area
Conclusions ndash Harley-Davidson Corporate
Strengths
bull Excellent Brand Image
bull Good Mission Statement
bull Variety of products
bull Quality products
Weaknesses
bull Older Generation Image
bull High Pricesbull Minimal
products for younger generations
Opportunities
bull Customization of products
bull Gen Y - more open-minded
bull Newer Technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habits
ObjectivesOBJECTIVE SUMMARY
1Encourage College Students to Purchase Harley-Davidson Products
2Collaboration with Modern Female Oriented Companies
3Utilize Social Media to Appeal to Local Gen Y
4Support Automotive and Business Work Force
5Promote Colleges Business Work Force and New Harley Motorcycles
College Monthbull Apparel
bull New modern clothingbull No more skullsbull No more ldquorock and rollrdquobull No more leather
bull Miscellaneousbull Different Logos ndash Same brandbull Brighter color ndash More products
bull Motorcyclesbull Signature color options ndash
Sportstersbull College ID gets 20 off
Objectives Met
Objective 1
MAC Cosmetics Collaborationbull Why MACbull Popular among Gen Y
consumersbull Popular among femalesbull Familiar with limited edition
linesbull Well established reputation
bull Product line will be during July and Augustbull Why Collaboratebull Build strong ties with other
companies
Objectives Met
Objective 2
Twitter Account DISCLAIMER ndash Biker Bobrsquos Twitter already exists
Use popular hashtags (love
or party)
Post pictures of promotional
events
Follow other Twitter
accounts
Post inpirational quotes about motorcycles
Announce when new
products are in
50 off apparel promotion for most retweets
Objectives Met
Objective 3
Local Scholarship
bull Whenbull January ndash Marchbull Deadline ndash March 31st
bull Whybull Promoting business and
automotive industrybull Connect with local colleges
GPA of 27 or higher to be applicable
Pursuing an Automotive or Business Major
Must be a College Junior or Senior
Two letters of Recomendation Required
Min ACT Score 22 Min SAT Score 1400
Must be originally from Wayne County in Michigan
One page typed essay of future career plans
Objectives Met
Objective 4
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
New Target Market
Generation Y
Starting full-time
jobs = newfound disposable
income
Strong influence
on the trends in almost every
market
Tech savvy Encourages more up to
date marketing
Average Income $39000
(Predicted to increase drastically)
Conclusions ndash Biker Bobrsquos
Strengths
bull Established Reputation
bull Good Mission Statement
bull Variety of products
bull Quality servicebull Strong
community ties
Weaknesses
bull Older Gen Image
bull High Pricesbull Minimal events
- younger generations
bull Not enough advertising
Opportunities
bull Close to many colleges
bull Gen Y - more open-minded
bull Newer technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habitsbull Slow growth in
city area
Conclusions ndash Harley-Davidson Corporate
Strengths
bull Excellent Brand Image
bull Good Mission Statement
bull Variety of products
bull Quality products
Weaknesses
bull Older Generation Image
bull High Pricesbull Minimal
products for younger generations
Opportunities
bull Customization of products
bull Gen Y - more open-minded
bull Newer Technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habits
ObjectivesOBJECTIVE SUMMARY
1Encourage College Students to Purchase Harley-Davidson Products
2Collaboration with Modern Female Oriented Companies
3Utilize Social Media to Appeal to Local Gen Y
4Support Automotive and Business Work Force
5Promote Colleges Business Work Force and New Harley Motorcycles
College Monthbull Apparel
bull New modern clothingbull No more skullsbull No more ldquorock and rollrdquobull No more leather
bull Miscellaneousbull Different Logos ndash Same brandbull Brighter color ndash More products
bull Motorcyclesbull Signature color options ndash
Sportstersbull College ID gets 20 off
Objectives Met
Objective 1
MAC Cosmetics Collaborationbull Why MACbull Popular among Gen Y
consumersbull Popular among femalesbull Familiar with limited edition
linesbull Well established reputation
bull Product line will be during July and Augustbull Why Collaboratebull Build strong ties with other
companies
Objectives Met
Objective 2
Twitter Account DISCLAIMER ndash Biker Bobrsquos Twitter already exists
Use popular hashtags (love
or party)
Post pictures of promotional
events
Follow other Twitter
accounts
Post inpirational quotes about motorcycles
Announce when new
products are in
50 off apparel promotion for most retweets
Objectives Met
Objective 3
Local Scholarship
bull Whenbull January ndash Marchbull Deadline ndash March 31st
bull Whybull Promoting business and
automotive industrybull Connect with local colleges
GPA of 27 or higher to be applicable
Pursuing an Automotive or Business Major
Must be a College Junior or Senior
Two letters of Recomendation Required
Min ACT Score 22 Min SAT Score 1400
Must be originally from Wayne County in Michigan
One page typed essay of future career plans
Objectives Met
Objective 4
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
Conclusions ndash Biker Bobrsquos
Strengths
bull Established Reputation
bull Good Mission Statement
bull Variety of products
bull Quality servicebull Strong
community ties
Weaknesses
bull Older Gen Image
bull High Pricesbull Minimal events
- younger generations
bull Not enough advertising
Opportunities
bull Close to many colleges
bull Gen Y - more open-minded
bull Newer technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habitsbull Slow growth in
city area
Conclusions ndash Harley-Davidson Corporate
Strengths
bull Excellent Brand Image
bull Good Mission Statement
bull Variety of products
bull Quality products
Weaknesses
bull Older Generation Image
bull High Pricesbull Minimal
products for younger generations
Opportunities
bull Customization of products
bull Gen Y - more open-minded
bull Newer Technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habits
ObjectivesOBJECTIVE SUMMARY
1Encourage College Students to Purchase Harley-Davidson Products
2Collaboration with Modern Female Oriented Companies
3Utilize Social Media to Appeal to Local Gen Y
4Support Automotive and Business Work Force
5Promote Colleges Business Work Force and New Harley Motorcycles
College Monthbull Apparel
bull New modern clothingbull No more skullsbull No more ldquorock and rollrdquobull No more leather
bull Miscellaneousbull Different Logos ndash Same brandbull Brighter color ndash More products
bull Motorcyclesbull Signature color options ndash
Sportstersbull College ID gets 20 off
Objectives Met
Objective 1
MAC Cosmetics Collaborationbull Why MACbull Popular among Gen Y
consumersbull Popular among femalesbull Familiar with limited edition
linesbull Well established reputation
bull Product line will be during July and Augustbull Why Collaboratebull Build strong ties with other
companies
Objectives Met
Objective 2
Twitter Account DISCLAIMER ndash Biker Bobrsquos Twitter already exists
Use popular hashtags (love
or party)
Post pictures of promotional
events
Follow other Twitter
accounts
Post inpirational quotes about motorcycles
Announce when new
products are in
50 off apparel promotion for most retweets
Objectives Met
Objective 3
Local Scholarship
bull Whenbull January ndash Marchbull Deadline ndash March 31st
bull Whybull Promoting business and
automotive industrybull Connect with local colleges
GPA of 27 or higher to be applicable
Pursuing an Automotive or Business Major
Must be a College Junior or Senior
Two letters of Recomendation Required
Min ACT Score 22 Min SAT Score 1400
Must be originally from Wayne County in Michigan
One page typed essay of future career plans
Objectives Met
Objective 4
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
Conclusions ndash Harley-Davidson Corporate
Strengths
bull Excellent Brand Image
bull Good Mission Statement
bull Variety of products
bull Quality products
Weaknesses
bull Older Generation Image
bull High Pricesbull Minimal
products for younger generations
Opportunities
bull Customization of products
bull Gen Y - more open-minded
bull Newer Technology advances
Threats
bull Competitionbull Slow Economybull Newer
Technologybull Change in
buying habits
ObjectivesOBJECTIVE SUMMARY
1Encourage College Students to Purchase Harley-Davidson Products
2Collaboration with Modern Female Oriented Companies
3Utilize Social Media to Appeal to Local Gen Y
4Support Automotive and Business Work Force
5Promote Colleges Business Work Force and New Harley Motorcycles
College Monthbull Apparel
bull New modern clothingbull No more skullsbull No more ldquorock and rollrdquobull No more leather
bull Miscellaneousbull Different Logos ndash Same brandbull Brighter color ndash More products
bull Motorcyclesbull Signature color options ndash
Sportstersbull College ID gets 20 off
Objectives Met
Objective 1
MAC Cosmetics Collaborationbull Why MACbull Popular among Gen Y
consumersbull Popular among femalesbull Familiar with limited edition
linesbull Well established reputation
bull Product line will be during July and Augustbull Why Collaboratebull Build strong ties with other
companies
Objectives Met
Objective 2
Twitter Account DISCLAIMER ndash Biker Bobrsquos Twitter already exists
Use popular hashtags (love
or party)
Post pictures of promotional
events
Follow other Twitter
accounts
Post inpirational quotes about motorcycles
Announce when new
products are in
50 off apparel promotion for most retweets
Objectives Met
Objective 3
Local Scholarship
bull Whenbull January ndash Marchbull Deadline ndash March 31st
bull Whybull Promoting business and
automotive industrybull Connect with local colleges
GPA of 27 or higher to be applicable
Pursuing an Automotive or Business Major
Must be a College Junior or Senior
Two letters of Recomendation Required
Min ACT Score 22 Min SAT Score 1400
Must be originally from Wayne County in Michigan
One page typed essay of future career plans
Objectives Met
Objective 4
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
ObjectivesOBJECTIVE SUMMARY
1Encourage College Students to Purchase Harley-Davidson Products
2Collaboration with Modern Female Oriented Companies
3Utilize Social Media to Appeal to Local Gen Y
4Support Automotive and Business Work Force
5Promote Colleges Business Work Force and New Harley Motorcycles
College Monthbull Apparel
bull New modern clothingbull No more skullsbull No more ldquorock and rollrdquobull No more leather
bull Miscellaneousbull Different Logos ndash Same brandbull Brighter color ndash More products
bull Motorcyclesbull Signature color options ndash
Sportstersbull College ID gets 20 off
Objectives Met
Objective 1
MAC Cosmetics Collaborationbull Why MACbull Popular among Gen Y
consumersbull Popular among femalesbull Familiar with limited edition
linesbull Well established reputation
bull Product line will be during July and Augustbull Why Collaboratebull Build strong ties with other
companies
Objectives Met
Objective 2
Twitter Account DISCLAIMER ndash Biker Bobrsquos Twitter already exists
Use popular hashtags (love
or party)
Post pictures of promotional
events
Follow other Twitter
accounts
Post inpirational quotes about motorcycles
Announce when new
products are in
50 off apparel promotion for most retweets
Objectives Met
Objective 3
Local Scholarship
bull Whenbull January ndash Marchbull Deadline ndash March 31st
bull Whybull Promoting business and
automotive industrybull Connect with local colleges
GPA of 27 or higher to be applicable
Pursuing an Automotive or Business Major
Must be a College Junior or Senior
Two letters of Recomendation Required
Min ACT Score 22 Min SAT Score 1400
Must be originally from Wayne County in Michigan
One page typed essay of future career plans
Objectives Met
Objective 4
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
College Monthbull Apparel
bull New modern clothingbull No more skullsbull No more ldquorock and rollrdquobull No more leather
bull Miscellaneousbull Different Logos ndash Same brandbull Brighter color ndash More products
bull Motorcyclesbull Signature color options ndash
Sportstersbull College ID gets 20 off
Objectives Met
Objective 1
MAC Cosmetics Collaborationbull Why MACbull Popular among Gen Y
consumersbull Popular among femalesbull Familiar with limited edition
linesbull Well established reputation
bull Product line will be during July and Augustbull Why Collaboratebull Build strong ties with other
companies
Objectives Met
Objective 2
Twitter Account DISCLAIMER ndash Biker Bobrsquos Twitter already exists
Use popular hashtags (love
or party)
Post pictures of promotional
events
Follow other Twitter
accounts
Post inpirational quotes about motorcycles
Announce when new
products are in
50 off apparel promotion for most retweets
Objectives Met
Objective 3
Local Scholarship
bull Whenbull January ndash Marchbull Deadline ndash March 31st
bull Whybull Promoting business and
automotive industrybull Connect with local colleges
GPA of 27 or higher to be applicable
Pursuing an Automotive or Business Major
Must be a College Junior or Senior
Two letters of Recomendation Required
Min ACT Score 22 Min SAT Score 1400
Must be originally from Wayne County in Michigan
One page typed essay of future career plans
Objectives Met
Objective 4
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
MAC Cosmetics Collaborationbull Why MACbull Popular among Gen Y
consumersbull Popular among femalesbull Familiar with limited edition
linesbull Well established reputation
bull Product line will be during July and Augustbull Why Collaboratebull Build strong ties with other
companies
Objectives Met
Objective 2
Twitter Account DISCLAIMER ndash Biker Bobrsquos Twitter already exists
Use popular hashtags (love
or party)
Post pictures of promotional
events
Follow other Twitter
accounts
Post inpirational quotes about motorcycles
Announce when new
products are in
50 off apparel promotion for most retweets
Objectives Met
Objective 3
Local Scholarship
bull Whenbull January ndash Marchbull Deadline ndash March 31st
bull Whybull Promoting business and
automotive industrybull Connect with local colleges
GPA of 27 or higher to be applicable
Pursuing an Automotive or Business Major
Must be a College Junior or Senior
Two letters of Recomendation Required
Min ACT Score 22 Min SAT Score 1400
Must be originally from Wayne County in Michigan
One page typed essay of future career plans
Objectives Met
Objective 4
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
Twitter Account DISCLAIMER ndash Biker Bobrsquos Twitter already exists
Use popular hashtags (love
or party)
Post pictures of promotional
events
Follow other Twitter
accounts
Post inpirational quotes about motorcycles
Announce when new
products are in
50 off apparel promotion for most retweets
Objectives Met
Objective 3
Local Scholarship
bull Whenbull January ndash Marchbull Deadline ndash March 31st
bull Whybull Promoting business and
automotive industrybull Connect with local colleges
GPA of 27 or higher to be applicable
Pursuing an Automotive or Business Major
Must be a College Junior or Senior
Two letters of Recomendation Required
Min ACT Score 22 Min SAT Score 1400
Must be originally from Wayne County in Michigan
One page typed essay of future career plans
Objectives Met
Objective 4
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
Local Scholarship
bull Whenbull January ndash Marchbull Deadline ndash March 31st
bull Whybull Promoting business and
automotive industrybull Connect with local colleges
GPA of 27 or higher to be applicable
Pursuing an Automotive or Business Major
Must be a College Junior or Senior
Two letters of Recomendation Required
Min ACT Score 22 Min SAT Score 1400
Must be originally from Wayne County in Michigan
One page typed essay of future career plans
Objectives Met
Objective 4
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
U of M Motorcycle Show
bull Whenbull April 25th
bull Students - 7 months prepbull Whybull Promote collegebull Promote Biker Bobrsquosbull Support Automotive and
Business majors
Collaborate with University
of Michigan
Teachers Recommend
Students
Students are assigned
motorcycle
Biker Bobs works with Students
Set up Bike Show on UofM
CampusStudents
set station
Promote Event on Twitter
$500 Scholarships
Objectives MetObjective 4 and
5
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
Timeline for Recommendations
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
Proposed MetricsRecommendation Metrics Frequency
College Month(HD Corporate) Customer Reviews After every purchase of College Month products and only
through the month of Sept
MAC Collection(HD Corporate) ProfitROI At the end of the collectionrsquos implementation time (After
August)
Twitter Account(Biker Bobrsquos HD) of Followers This count of followers is recorded automatically by Twitter
Local Scholarships(Biker Bobrsquos HD) of Applicants Number of applicants will be recorded electronically Final
count will be March 28th
U of M Bike Show(Biker Bobrsquos HD) Survey Surveys will be passed out during the U of M Biker Show and
the drawing will take place at the end of the event
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
Budget of Recommendationsbull College Month - $750000
bull Business Savingsbull MAC Collection - $55000
bull Business Savingsbull Improve Twitter - $0
bull Free of Costbull Local Scholarship - $2000
bull INDIEGOGObull U of M Bike Show - $50000bull Business Loan andor INDIEGOGO
93
7
Harley-Davidson$805000
College MonthMAC Collec-tion
96
4
Biker Bobs HD$52000
U of M Bike ShowLocal ScholarshipImprove Twitter
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies
Conclusion
SUMMARY OF BENFITS TO HARLEY-DAVIDSON
Benefits to Biker Bobrsquos1 Increase store awareness and sales
2 Increase goodwill among community 3 Create strong connections with local colleges
Benefits to Harley Corporation1 Increase sales by about 5 over previous year
2 Attract and retain younger Gen Y market 3 Create strong connections with other established companies