Market Research Implementation Plan: Problem Identification and Project StructureFrom humble beginnings in 1901 to the present day, Harley-Davidson is committed to building and delivering just a means of transport but also a lifestyle. According to Harley-Davidson (2001-2011), the company mission states: “We journey with our customers and apply this deep connection in every market we serve to create superior value for all our stakeholders” (Company, para. 2). The company has not always experienced the success it is experiencing today, and no one knows what challenges tomorrow may bring. Harley-Davidson is committed to providing the best customer service in every department. Although Harley-Davidson's mission implies that the company's connection with customers helps create superior value, Harley-Davidson has yet to formulate a way to measure customer service. The company uses surveys to collect data regarding customer service, customer experience and customer opinion. One of the methods Harley-Davidson uses to collect data is by inviting owners to participate in special surveys. Harley-Davidson also uses the Harley Owners Group (HOG) community to collect customer satisfaction data. Every new motorcycle purchase requires a survey to determine if the customer is completely satisfied. Any work performed in the service department involves a phone call from the company requesting customer service information and opinions. Analyzing this data provides Harley-Davidson with direction to consider and plans to implement to continually improve customer service. The necessary market research and its importance for Harley-Davidson Harley-Davidson Motorcycles decided to evaluate its perceived customer...... middle of paper...... optimizing customer service standards. They use many methods such as surveys and questionnaires to obtain useful information from their customers. Harley-Davidson recently decided to implement a plan that will help them evaluate perceived customer service. To do this, market research will need to be conducted that carefully examines your customers. If Harley-Davidson is successful in its market research plan, it will have access to the information it needs to keep existing customers happy and attract new ones. Works Cited Harley-Davidson. (2001-2011). Harley-Davidson USA. Retrieved from http://www.harley-davidson.com Wilhite, B. (2011). Westminster College Review. Westminster College. Retrieved from http://www.westminstercollege.edu/review/index.cfm?parent=1607&detail=1609&content=1621