Ducati v. Harley-Davidson: Case Study

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Compare and contrast the strategies:
The similarities of the e-business strategies of Ducati and Harley-Davidson were that both companies used the internet for increasing their sales. Each used its website to achieve its targets, and both companies used the internet to achieve their marketing objectives. In 2003 the strategy of Harley-Davidson was mainly business to business. However, the e-commerce strategy of Ducati was mainly business to customer. It customized its bikes in accordance to the preferences of its customers, it sold most of its bikes online, and also sold parts for the bike. The online B2C platform was used by the Ducati it also sell accessories and related products. Ducati offered the greatest flexibility in designing and customization to its customers. It also used advanced e-commerce tools to support its strategy. The unique selling proposition was that the customer could customize his bike substantially.
In contrast to the strategy of Ducati, Harley-Davidson used its e-commerce strategy for business to business marketing. In 2003, Harley-Davidson used its e-commerce strategy of reach and markets its bikes to its large dealership network. In addition, it also used its e-business strategy to support its learn to ride program. Under this program a variety of courses were offered to new Harley riders. The e-commerce strategy of Harley-Davidson targets core customers. It defined its core customers as those that were above 35 years, and its website was used to connect with outreach customers. In addition, Harley-Davidson also launched Harley-Davidson gear and clothing specifically targeted at women. The strategy of Harley-Davidson was to target a wider segment of customers than its core customers.

Whether it is Harley-Davidson or Ducati, the main difference in e-commerce strategy was that Ducati made its online sales the only mode of sales for its customers. In contrast, Harley-Davidson using its network of dealers and even trainers who showed new customers how to use Harley-Davidson, the emphasis was on person to person contact. Ducati makes a wider use of the online environment. It communicates with customers, suppliers, and dealers mostly through the internet. The objective was to broaden its customer based. However, the lack of showrooms and experience with physical product keeps ...