Harley Davidson Analysis We think it would be interesting to first cite the mission of Harley-Davidson, in order to have a first approach to what the goal of the company is. their point of view. The mission is primarily about dreams, rather than motorcycles, which is what the audience has in mind. This mission says: “We make dreams come true through the motorcycling experience, providing motorcyclists and the general public with a growing range of motorcycles and branded products and services in selected market segments. » We will see how their promotional strategy keeps track of their mission statement and how they always try to make these dreams come true. Harley-Davidson uses advertising and staff selling for its promotional mix. Advertising used by Harley-Davidson nationally consists of four to five television commercials per year. These advertisements are institutional because they advertise the company and not a specific product. They also have corporate advertising in national magazines such as Road & Track, Popular Science and Fortune as well as motorcycle specific magazines like Easy Rider. Locally, individual Harley-Davidson dealers advertise on radio and through direct mail. Harley-Davidson staffs through its 595 dealerships located across the United States. A customer must go to a dealership to purchase a motorcycle. While they are there, they are looked after by salespeople who answer all their questions 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 location to purchase this bike. Additionally, as many customers decide to customize their Dyna Convertible, they must place a special order with the dealer, who in turn must contact intermediaries throughout the distribution channel in order to satisfy the customer. Additionally, 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 aims to reach as many members of the general public as possible. Generally, this type of advertising is used because of its ability to reach people effectively. These advertisements are intended to target both repeat potential customers and new buyers. Locally, C&S Harley-Davidson uses direct mail to specifically target previous owners of their motorcycles as well as owners of competing brands..