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Today, Harley Davidson attempts to maintain its competitive position in the market. At the moment, the company attempts to use the full potential of its brand, which contributes to the popularity of products manufactured by Harley Davidson in the market (Mitchel, 1997). However, the company needs to enhance its position in the market and the maintenance of the brand is not enough for the successful marketing, especially taking into consideration the fact that its major rivals have improved the quality of its products and start competing successfully with Harley Davidson.
In such a situation, it is possible to suggest the alternative solution to the marketing strategy developed and implemented by Harley Davidson. To put it more precisely, the company should focus on the introduction of innovations, paying a particular attention to environment-friendly technologies. For instance, the company can develop hybrid vehicles, which can be more fuel-efficient and environment-friendly. This step would attract new customers to Harley Davidson’s products and improve its position in the market.
At the same time, the introduction of hybrid vehicles will raise the problem of the maintenance of the traditional characteristics of Harley Davidson’s motorcycles, including its specific sound and power. In this regard, the combination of the conventional fuel and alternative one can solve the problem. This is why hybrid vehicles can attract the public attention, because customers grow more and more concerned with their environment. In addition, skyrocketing fuel price stimulates customers to save money on fuel.
As a result, hybrid vehicles being developed by Harley Davidson could enhance the position of the company in the market and open new prospects for the international market expansion. Moreover, this solution will put the company in the advantageous position compared to its rival making the company the leader in the motorcycle industry with its hybrid vehicles.

References
Mitchel, D. (1997). Harley-Davidson Chronicle – An American Original. New York: Publications International Limited.