A Case Study: Harley Davidson: Company Profile

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A Case Study on Harley Davidson
Company Profile:-
Harley Davidson founded in 1903. Harley Davidson is the parent company for the group of companies doing business as Harley Davidson Motor Company (HDMC) and Harley Davidson Financial Services (HDFC) in USA.
Harley Davidson India commenced operations in august 2009 and appointed the first dealership in July 2010. Since early 2011, Harley Davidson has been assembling motorcycles in India at its CKD (Completely knocked down) assembly unit at Bawal in Haryana. India is the second country where Harley Davidson has CKD assembly operations outside the US, after Brazil.
In the Motorcycles segment the Company is engaged in the business of designing, manufacturing and selling street-legal Harley-Davidson motorcycles, as well as a line of motorcycle parts, accessories, general merchandise and related services. The Company manufactures six platforms of motorcycles: Touring, Dyna, Softail, Sportster, V-Rod and Street. The Touring, Dyna, Softail and Sportster
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In the 1990s, it extended the brand too far. It introduced products like wine coolers, aftershave and perfumes. Even the loyal fans did not like the idea, as it did not resonate with the tough brand identity. The company was clearly not focusing on what it knew best – building strong bikes. Customers wanted strong bikes and accessories that complimented the brand, but ties and infant clothes went too far. Activities like cruise biking were good initiatives by the company to involve the customer and enhance brand loyalty. However, Perfumes and wine coolers were eroding the mystery of the H-D brand. After strong criticism from the loyal customers, the company pulled of many inappropriate products. H-D had learnt a branding lesson. More products did not mean more revenue and overextending the brand meant a short-term

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