diniz escreveu:Em se tratando de mercado, tudo, qualquer coisa que você imaginar em relação a participação de mercado (share), comportamento de público alvo, etc, só pode ser definido com pesquisas. Pesquisas sérias. Todo o resto é especulação, conversa mole, achômetro.
Partimos da premisa que minha intencao nunca foi de fazer uma pesquisa seria. Somente generalizacoes, como eu comentei.
Pois bem, quando você vai pesquisar o mercado em relação a qualquer coisa, de maneira mais ampla, você vai notar que as pessoas não se comportam da mesma maneira. Digamos que você vendesse sucos. Você quer saber que sabor de suco você tem que fabricar. Você pessoalmente só gosta de suco de laranja e odeia todos os outros sabores. Você então só ia fabricar suco de laranja? Claro que não, você iria pesquisar o mercado para saber o que ia vender! Aí você descobriria que uma parte que o suco de laranja, outra quer de goiaba, outra quer de abacaxi, e assim por diante. Sua pesquisa te diria ainda quantos por cento de cada sabor o público prefere, o que ajudaria você a planejar sua produção, compra de matérias primas, etc.
Isso qualquer fabriqueta de merda aqui do terceiro mundo não se mete no mercado sem "assuntar" primeiro.
Mais isso e basico! So que nao vejo que relacao tem com meu post.
Agora imagina uma HD, que vende um sonho, uma marca, um estilo ANTES de vender motos. Eles são simplesmente os DEUSES do marketing. São realmente o lugar onde todo profissional desse mundo quer chegar; eles vendem um conceito! Você acha de verdade que esses caras não pesquisam o mercado detalhadamente com ferramentas que eu posso apenas imaginar?
Isso nao e segredo algum. Eu muitas veces antes ja tenho dito isso, HD nao vende motos. Vende estilos de vida. O marketing dos caras e sensacional, e como Coca Cola ou Mc Donalds...
Você acha que eles fabricam aquelas jacas de ferro, de mais de 300kg, com aquela tecnologia ultrapassada, com aquela ciclística de merda, cara pracaralho, por que? Por que eles não sabem fazer outra coisa? Não, meu caro. Eles fazem aquelas merdas, daquele jeito, por que o público deles quer assim! E paga por isso.
Isso e o poder da publicidade e marketing. Repita suficiente vezes que 2+2 = 5 e o pessoal vai comecar a acreditar
Não sei de onde vc tira que o público deles está envelhecendo, que está acabando. A minha percepção, daqui do meu ponto de vista é exatamente o contrário: cada vez eu vejo gente mais jovem e mulheres com essas motos horríveis!
Olha, vamos ver algumas outras fontes, eu asumo que voce sabe ingles.
http://www.brandchannel.com/features_ef ... p?pf_id=55
However, a closer look reveals that the futures of Social Security and the Sturgis rally share an equally consequential component: Baby Boomers.
All of the current hand wringing over the future of American’s Social Security has to do with the aging baby boomer population, and the fact that their looming retirement from the work force will bankrupt the program. Not only do baby boomers make up the most significant portion of the work force, they also make up the most significant portion of Harley riders – overwhelmingly so.
Someday, the thousands upon thousands who descend upon the Black Hills of South Dakota to celebrate Harley culture will have to trade in their hogs for rocking chairs, unless Harley-Davidson can work out a way to attract younger riders to its classic brand.
Olha esta parte:
However, there is no overstating the demographic challenges that the company faces going forward. The average age of a Harley rider is now 45 (ten years ago it was 37), and 20% of Harley riders are over 55. In spite of all the company's success in the past 18 years, Harley has had a difficult time attracting younger consumers, who tend to gravitate to the speedier, more technologically savvy racing bikes produced by Honda and Yamaha.
Underscoring Harley's dearth in the younger demographic is the fact that Honda recently usurped Harley in US sales; Honda is now not only the number one manufacturer globally, but it is currently the king of the prestigious US market largely because of its appeal to younger riders.
Algo mais:
"The results of the demographic shift won't be a big deal for Harley tomorrow at nine in the morning, but over the next ten years it will be major," explained Brown, who's been tracking the industry for more than 20 years.
Right now, the fastest growing segment in the US is the small, displacement bikes that are being sold primarily to Generation Y. These are bikes with engines smaller than 125 cubic centimeters, and Harley doesn't make anything nearly that small."
Harley does offer entry-level motorcycles through the Buell line – its sports-bike subsidiary. Buell features some of the technology and design cache of the popular Asian racing bikes. But its market share in the US is less than one percent, and marketing a motorcycle that is contrary to the Harley style and image could actually be counterproductive when Generation Y eventually has the buying power to upgrade.
Harley's brand image, with its free-spirited, rebellious associations, helped to re-fortify the company over the past two decades, as affluent baby boomers flocked to the brand in droves, hoping to rekindle the passions of their youth. Where movies like "Easy Rider" and books like "Hell's Angels" helped to form stereotypical notions of Harley riders as roughshod, beer-swilling outlaws, the reality of today's prototypical Harley rider couldn't be further from the truth.
The younger generations aren't trying to recapture anything – yet. They've been influenced by the powerful allure of racing-style motorcycles in ways their parents never were.
Aqui tem outro articulo interesante, novamente falam sobre o promedio de idade e clase social dos donos de HD nos USA, comparados com os donos de Honda.
http://quazen.com/recreation/motorcycle ... ns-prefer/
A typical Harley-Davidson customer would be one earning an average of $78,000 per year. They would most probably be riding a $16,000 motorcycle which is the average cost for Harley’s cruiser. Obviously, the bike is intended for above-average customers.
To be able to generate a loyal following, the Harley today focuses on fraternity rather than the machine. Once you buy a Harley, you can be assured of exclusive membership to a huge organization made up of Harley owners called as Harley Owners Group (HOG). There are 600 of them spread all over the United States and operated under the support of the dealer. Style is given due prominence for this group. It is not unusual for customers to furnish their Harleys with leather accessories and other expensive trimmings.
What Harley effectively conveyed to its loyal patrons is a lifestyle not the motorcycles like their competitors. Due to this, Harley has effectively captured the loyalty of the baby-boomers of the 1960s. Harley holds the sales leadership in the highly profitable cruiser bikes. Its lion share of 45% of the cruiser bike market dominates Honda’s mere 23%. Admittedly, Harley does not make the better bikes. As a matter of fact, it had its share of quality problems in the past. What the Harleys do better than its competitor though is its brand.
With the present so rosy, what would the future hold for Harley? These questions would ultimately surface. Harley banks on its broad, loyal, baby-boomer 1960s customer base. These same customers are now aging. The average age of Harley rider is now 46.
Another major cause of concern is the uncertain economic situation. A Harley is not considered a necessity. Therefore, signs of meltdown in the economy could pose huge risks for the machinery. The dwindling customer base coupled with possible economic woes could pose trouble for Harley in the coming years.
As proof to this seeming apathy to old man’s bikes, the sales in light sports bikes designed for American men 25 to 34 years old rose to 90% from 1998 to 2001. Honda and other Japanese brands – Suzuki, Yamaha, Kawasaki account for combined 92% of the market to generate a sale of 114,000 bikes. Still, it pales in comparison to Harley’s 262,000 units sold for the cruiser category. The message is clear though – younger generations of Americans prefer the sleeker, sportier and lighter types of motorcycles as opposed to the big cruiser bikes so closely identified to Harley’s brand.
The new generation of bikers will ultimately fill the space left behind by the old ones. Donald Brown, a bike consultant, said that the prime age for motorcycle customers is 35 to 44. Since Harley cannot replace its loyal customer base of baby boomers then at some point in the future, it will be forced to compete with Honda head-on to get a niche of huge youth market in order to remain marketable.
Eu nao digo besteiras Diniz. Como disse, nao seja uma das ovelhas que so sabe repetir o que os outros fazem. Eu nao falo por falar, so que tem pessoal aqui com certo pre-conceito com minhas opinioes, mais esse e problema deles se nao querem abrir os olhos, por medo de desinflar seu orgulho
