Harley Davidson's Strategic Management Essay

Harley Davidson Case Analysis I. SITUATION ANALYSIS: Harley Davidson had its centennial celebration of their motorcycle production industry in 2003, meaning it had its start in 1903. Up until the later 1990s, the company primarily focused on producing the heavyweight motorcycles that the majority of aging male baby boomers desired. The company had no issues trying to differentiate their product at the time as no other competitors for this fun kind of transportation existed other automobiles and

MAKING MARKETING DECISIONS Case 5-1 Harley Davidson's Customer-Centered Supply Chain 1. How can Harley Davidson marketing and sales, personnel interact with its purchasing personnel to further strengthen the supply chain and improve customer loyalty? To further strengthen the supply chain and improve customer loyalty. Harley Davidson marketing and sales personnel must interact with its purchasing personnel to integrate the supply chain from supplier of raw materials and getting the product delivered

Harley Davidson We have decided to address problems and causes within the Harley Davidson Company by using a strategic audit which will explain past, present and future trends within this organization. I. Current Situation A. Current Situation Excellent financials, low debt load, 2001 was the 16th consecutive year with record performance. Price/earnings ratio is positive. • World wide retail for 4th quarter 12.9% growth over year 2000. • Forbes named Harley-Davidson its "Company of the

HARLEY-DAVIDSON INC. INTRODUCTION Harley Davidson is one of the largest manufacturers in the United States. It has become a major leader in the Industry for creating the heavyweight motorcycle that has been designed for “cruising on the highway.” (http://en.wikipedia.org). In this paper we will discuss how the heavyweight motorcycle market has become an important asset to the industry. We will include the major strategies that have been established and the breakdown of the manufacturing process

Summary 2 Introduction 3 Company Profile 4 4Ps of Harley-Davidson Marketing Mix Strategies 5 Product 5 Promotion 7 Price 7 Place 8 Harley-Davidson’s Value and its Competitors 9 Market segmentation 10 Evaluation of the target market 11 Intervention 12 Harley-Davidson SWOT Analysis 12 The 4 Areas of improvement and values 13 Conclusion 15 References 16 Executive Summary The researcher will discuss on Harley-Davidson (HD) and its marketing mix concepts and recommendation

1.0 INTRODUCTION In year 1901, Harley-Davidson Motorcycle Company was established by William Harley and Walter, William, and Arthur Davidson, who built their first motorcycle in the Davidson family’s backyard in Milwaukee, Wisconsin. Two years later, they success

University ScholarWorks at WMU Honors Theses Lee Honors College 12-10-2010 Harley-Davidson, Inc.: A Strategic Audit Sheila Lenz Western Michigan University Follow this and additional works at: http://scholarworks.wmich.edu/honors_theses Part of the Accounting Commons, Sales and Merchandising Commons, and the Strategic Management Policy Commons Recommended Citation Lenz, Sheila, "Harley-Davidson, Inc.: A Strategic Audit" (2010). Honors Theses. Paper 1853. This Honors Thesis-Open Access is brought

Companies that have succeeded in their respective ERP implementation include Cisco, Tektronix and Harley Davidson Motor Company. From my point of view, I believe the role of top management is critical in a successful organisation. Similarly, Cisco’s ERP implementation was a great success due to having the support all management being involved at each stage of the project implementation. Cisco’s top management offered full support for the project. As well as this, the qualified and knowledgeable employees

Harley-Davidson has become a household name in the United States and is a brand that has acquired an almost mystical power (Austin, Sole, Cotteleer, 2). The Harley-Davidson motorcycle business has been around for 95 years and to this day, people will still wait up to two years for their turn at receiving their own Harley. The demographic of Harley-Davidson customers ranges from “riders in their forties with grown child no longer at home to young, reckless and ‘born to be wild’ (Austin, Sole, Cotteleer

the niche market segment Harley-Davidson is holding to and defending. Marketing Goals and Objectives Harley-Davidson must reclaim market share by 39.8% (9.8% in the US and 28.1% internationally) each year by infiltrating the motorcycle market through expansion of the HOG chapters and memberships by offering the member 10% off Harley Gear accessories, sponsorship and exhibiting at motorcycle tradeshows, as well as working with the 851 dealers to organize HOG rallies and Harley rides to promote the company