Harley Davidson

Harley - Davidson (Case # 4)

Executive Summary

a. Purpose Statement

The local market in the U.S of Harley Davidson is very saturated. Many other motorcycle brands have emerged offering more options other than Harley's touring series image. But Harley-Davidson could not compete on price against the Japanese motorcycle producers, so it had to establish other market values and improve quality.

b. Alternative Courses of Action

Harley Davidson can beat their competitors through the implementation of new management, marketing, and manufacturing techniques that strives to make old and potential clients happy. Advertise Harley motorcycles in technology and product features in addition to promoting a lifestyle. And lastly, promote another image other than the "rebellious touring person".

c. Recommendation

Based on the SWOT analysis, Since Harley-Davidson has already maintained a loyal group of clients, all they have to do is improve their services and improve their advertising with the use of research and development.

d. Implementation

Learning and growth - during the early years of Harley-Davidson, it only came in grey and black/dark colors. The company learned it needed to give the customers a choice and now offers a variety of models, including Sportsters, Super Glides, Low Riders, Softails, Sport Glides, Tour Glides and Electra Glides, in many colors. Many of these models and changes were developed when Harley realized their customers were customizing the bikes and none of the revenue from the work was going to the company.

Internal Business Process- The primary promotion for Harley-Davidson motorcycles are the HOG activities. Not only does it serves as a customer relations device, but as a way to showcase and demonstrate new products since Harley develops a strong impression with customers.

Customers- they are given the opportunity to learn many things about their Harley's during the HOG activities.

Financial- Harley developed a strategy of value over price. This was created through the development of the heavy construction of the parts. Japanese manufacturers used plastic while Harley used steel, which is able to be rebuilt and restore. Harley was careful not to exceed demand in production of their motorcycles.

(Balanced Scorecard)

Methods of Analysis

a. SWOT analysis

Strengths- Harley-Davidson controls 62.7 % of the U.S heavyweight total market; Harley-Davidson maintains a competitive advantage on the basis of value. Harley-Davidson maintains a competitive advantage by the legendary mystique associated with the American dream, and Harley-Davidson can be