Harley Davidson AnalysisWe think it would be interesting to first mention Harley-Davidson's mission, in order to have a first approach to what the company's purpose is from their point of view. The mission is about dreams first, rather than motorcycles, which is what the audience has in mind. This mission statement says, “We make dreams come true through the motorcycling experience, providing riders and the general public with an expanding line of motorcycles and branded products and services in select market segments.” We will see how their promotional strategy keeps track of their mission and how they always try to make those dreams come true. Harley-Davidson uses advertising and personal selling for their promotional mix. Harley-Davidson's nationwide advertising includes four to five television spots per year. These commercials are institutional because they advertise the company and not a specific product. They also have institutional ads in national magazines like Road & Track, Popular Science, and Fortune as well as motorcycle-specific magazines like Easy Rider. Locally, individual Harley-Davidson dealers advertise on the radio and through direct mail. Harley-Davidson employs personnel across its 595 dealerships located throughout the United States. A customer has to go to a dealership to buy a motorcycle. While there, they are assisted by sales associates who answer any questions they have and help them choose the motorcycle they want. Harley-Davidson institutes a pull strategy in promoting the FXDS-CONV Dyna Convertible. Due to the limited number of dealerships (for example, there are only five in Nashville and surrounding communities), customers must actively search for a place to purchase this bike. Furthermore, since so many customers decide to customize their Dyna Convertibles, they must place a special order with the retailer, who in turn must contact intermediaries along the distribution channel to satisfy the customer. Furthermore, the fact that demand for Harley motorcycles far exceeds supply indicates that a pull strategy is in place. Mass media advertising implemented by Harley-Davidson is intended to reach as many members of the general public as possible. Typically, this type of advertising is used for its depth in reaching people effectively. These ads are intended to target both potential repeat customers and first-time buyers. Locally, C&S Harley-Davidson uses direct mail to specifically target previous owners of their motorcycles and owners of competing brands.