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Marketing Strategies of Foreign companies in a new market from consumer reach out perspective – the case of Harley Davidson in India

-, Arjun Kamath (2021) Marketing Strategies of Foreign companies in a new market from consumer reach out perspective – the case of Harley Davidson in India. Masters thesis, Dublin, National College of Ireland.

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Abstract

This research examined the marketing strategy of the American superbike company Harley Davidson in India before it decided to exit the market in September of 2020. This study aimed to examine the potential cultural dimensions that differentiate the US and India’s national cultures and to examine the specific cultural dimensions of the Indian market that Harley Davidson needed to keep in mind while developing marketing strategies for India. the study also aimed to provide specific recommendations as guidelines to Harley Davidson for forming a successful marketing campaign for the Indian market in the cultural context.

The two constructs that were used in this research work was the model of national cultural differences and the marketing mix. Hofstede’s model of national cultural differences and Trompenaars and Hampden-Turner model for national culture were used for identifying the cultural differences between India – Harley’s host market and the United States - the home market of the company. The 7Ps of the marketing mix was used to examine Harley Davidson’s marketing strategy in India.

The study used a quantitative approach and made use of a survey of consumers of bikes and bike owners in India. The specific aim of the survey was to find out the reaction of the participants – 100 in number, to the marketing mix that was offered by Harley Davidson in the Indian market prior to it quitting the country.

Using primary and secondary data, this study found significant differences between the national cultures of India and the US. This study also made identified issues of adapting to the national culture of India in terms of the marketing mix of the company in India which potentially resulted in its failure in the Indian market. Some suggestions were also made which Harley Davidson could use if it decides to return into the Indian market.

Item Type: Thesis (Masters)
Subjects: D History General and Old World > DS Asia
T Technology > TL Motor vehicles. Aeronautics. Astronautics
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Management
Depositing User: Clara Chan
Date Deposited: 10 Feb 2022 12:42
Last Modified: 10 Feb 2022 12:42
URI: http://norma.ncirl.ie/id/eprint/5407

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