(9 pages of text)
The case examines Harley-Davidson’s decision to enter the Indian market. Due to India’s rapidly growing economy and its swelling base of high-net-worth consumers, numerous luxury product companies lined up to enter India. The case enumerates the factors that such firms should take into account when selecting new markets to enter. Also discussed are the various post-marketing issues Harley-Davidson faced in India after its entry and the resolutions the company could implement to resolve those issues.
The case provides an opportunity for students to understand the dynamics involved in selecting new markets for the firm to maximize its gain while expanding its business.
The case can be utilized for courses in marketing management, international marketing management and international business management. The following are the key learnings of this case:
- Understanding the concept of selecting markets
- Understanding and appreciating the various factors that need to be considered when selecting the markets
- Assessing various post-launch marketing issues in emerging markets such as India.
India, Large, 2012
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