Harley Davidson Motorcycle Corporation: Business Overview and Recommendations

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Harley Davidson Motorcycle Corporation Introduction Harley Davidson Company has a long history of building quality motorcycles that have been well receipted in various niches. The company has actually helped to shape a part of the American culture through its products. Its product positioning and marketing strategies can served as a classic example of building a brand icon. Harley Davidson has developed immense levels of brand loyalty over the years. However, the historic company has also been affected by the economic volatility since the recession. The company must know reinvent itself as it turns the next page in its history. Harley's Davidson's History The Harley Davidson Motorcycle story begins at the twentieth century when William Harley and Arthur Davidson decided they wanted to take the work out of riding a bike. The friends began tinkering with motors until the successfully built their first motorcycle. Since that time the company has experienced a remarkable history and was the only company in the motorcycle industry that survived the depression. The company was officially turned over to public ownership in 1986 and has been on the New York Stock Exchange ever since. Harley's Strategy Harley-Davidson's mission statement is to "fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments." (Harley Davidson, 1999).

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