Harley Davidson Case Study

Decent Essays
Harley Davidson Motor Company was founded by William Harley and Arthur, Walter and William Davidson. It is the producer and manufacturer of iconic and unique motorbikes, which are desired by millions of people around the globe. It is the most recognized company in motorcycle industry, creator of culture, lifestyle and tradition. It is one of few businesses which have gained the admiration and respect of consumers and competitors.
History of Harley Davidson Motor Company started in 1901, when William and Arthur started building the engine that would suit into bicycle. In 1903 they introduced their first motorcycle, from that time company has been constantly growing and today it is considered as one of the most prestige motorcycle company
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Thus, it is hard to find two Harley Davidson motorcycles alike.

Harley-Davidson’s customer orientation focuses on clients who are at the age of more than 35 years old and has high education and upper middle-income (HARI PRAKASH.N.V, 2004). Therefore, Harley-Davidson motorcycle price is more expensive than the price of cars. It is reported that the general popular Harley-Davidson motorcycle is $15000-20000 and Harley ROAD KING classic motorcycle model (in the 50s to 60s) is worth $ 25,000 and the old motorcycles model (in the 30s to 40s) can still be sold for more than $ 30,000 (Harley-Davidson Australia/New Zealand, 2012).

Since Harley-Davidson opened global market, it has not influenced the sale of Harley-Davidson in the US. So far, in the US Harley-Davidson motorcycle is still accounted for 70% of the market share. Harley-Davidson has conducted business in over 70 countries and continually enhances business strength with the knowledge of the professional marketing. Up to now, it has more than 1,300 authorized dealers throughout the world. In Asia, Harley-Davidson Company has about 30 authorized dealership and its marketing network has covered 10 countries and regions, including Japan, Brunei, Indonesia, Korea, Malaysia, Singapore, Thailand and China.

Harley-Davidson always insists on construction of product culture. Harley-Davidson culture has represented passion,
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