Question: For the past several years in order to sustain sales
For the past several years, in order to sustain sales and profit growth Harley has relied heavily on baby boomers to buy a motorcycle in an effort to recapture their youth and rebellious. However, that market segment is quickly aging out of mainstream motorcycle- buying consumers. Identify one other market segment that you believe Harley should target more strongly in the future. What product modifications or other changes do you recommend to make the brand even more valuable to this new target market?
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