Softail

With an improved financial situation, Harley-Davidson began to introduce new motorcycle models, including a redesigned Sportster in 1988, the Fat Boy in 1990, and the classically-styled Heritage Springer Softail in 1996 . In 1993, Harley-Davidson made a joint venture, Harley-Davidson owns the majority, of the Buell Motorcycle Company and became one of the premier racing and sport motorcycle companies in the world. Nowadays, Harley-Davidson Motor Company

Harley-Davidson is well known for its unique motorcycles. Its subsidiary, Harley-Davidson Motor Company (HDMC), manufactures five families of motorcycles, namely, Touring, Dyna, Softail, Sportster and V-Rod. These models are distinguished by their frame, engine, suspension, and other characteristics. The company shipped 233,117 motorcycles in the fiscal year ended December 2011, comprising 39.5% Touring motorcycle units, 39.2% Custom

Based on the MKTG, Third Canadian Edition by Nelson Education, even though retail motorcycle sales in Canada grew between 2005 and 2008 the sales declined significantly since 2012 because motorcycle sales tend to be seasonal due to given the climate in Canada. According to this estimate for 2012, the recent trends in motorcycle sales point to an uncertain future for the motorcycle industry. (LAMB, 2016, p. 199). Besides of this motorcycle industry trends in Canada, Harley Davidson Canada is issued

I. Company Overview A. Background “As American as 'baseball, hot dogs, apple pie and Chevrolet', the iconic jingle of the TV commercial from 1974 exemplifies the American culture”. (Rummel, 2016). Likewise, according to Motorcycle USA staff (2008), when it comes to motorcycles, “Harley-Davidson Motor Company is the iconic American motorcycle manufacturer.” Harley-Davidson was originally founded over one hundred fourteen years ago. Brothers Arthur and Walter Davidson along with childhood friend

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

products and services in selected market segments.” – Harley-Davidson, Inc. Harley Davidson produces and offers a line of motorcycle parts, accessories, apparel and general merchandise. It manufactures five families of motorcycles: Touring, Dyna, Softail, VRSC and Sportster and also has custom vehicle operations (CVO). It also owns Harley Davidson Financial services and they offer a riders edge riding academy which teaches new riders how to ride. Harleys Davidson’s target market is middle to upper

1. Identify the current strategic aims and objectives 2. Undertake an evaluation of the component parts of a strategic plan 3. Analyze the factors affecting the strategic plan The history of Harley-Davidson began in 1903, in a 10 ' x 15 ' shed located in the Davidson family 's Milwaukee backyard. The Davidson brothers - William D., Walter, and Arthur – and William S. Harley crafted their first motorcycle using the best tools they had available – mostly their hands and their ingenuity.

Table of Contents Executive 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

Environmental Factors In order to ensure Harley-Davidson 's long-term profitability, identifying the external factors is particularly important because the environmental factors actually determine the opportunities or threats for the business. Although there are several threats associating with the external environment, H-D is well managed to compete in the industry. Consequently, Harley-Davidson should concentrate on improving the green technology, clarifying product differentiation, and finding

Relieved to be going in the right direction, she settled into a seat, watching the passing scenery of auto-body shops and convenience stores. Memories of her childhood raced through her mind. How sad and devastated she'd been when her mother left. The loneliness of living in a house full of people that didn't care about anything but the party. All the times her father hadn't even noticed she was alive except when he wanted a beer or something cooked for him and his biker gang. Even as a little girl