You are a junior sales associate working for Chicago BMW Motorcycle. Because of the economic crisis, sales of motorcycles have taken a huge hit across the board. When money is tight, people tend to cut back on luxurious "toys" such as expensive bikes. BMW relies on a well-heeled clientele, much of it composed of middle-aged men. However, the German motorcycle manufacturer has been trying to capture a share of the market larger than the 2 percent it has occupied for some time in the United States.
Even the ever-popular Harley-Davidson bikes have suffered a decrease in sales of about 30 percent in the last two years. A recent article about the industry in Business Week stated that Harley-Davidson is now trying to appeal to women riders. You bring the piece to the attention of your boss, Dale Bell, and he asks you to find out what exactly Harley-Davidson is doing.
Visit the Harley-Davidson USA Web site and study how the legendary motorcycle manufacturer is targeting female riders. Write an informational report in memo form addressed to Dale Bell. Which of its motorcycles does your competitor promote as ideal for women and why? How about apparel? What other ways has Harley-Davidson found to attract female riders?