“Strategic planning involves identifying the current business of a firm and the business it wants for the future, and the course of action or strategy it will use to pursue its objectives.” (definition)
While Harley-Davidson and its competitors, both domestic and international, have been alive for decades, it is becoming increasingly difficult to shift such established entities to compliment a new, younger group of potential riders. An expanding economy, technological advances such as the internet and online retail, liquidity and market demands have all contributed to the stability of profits in this business. Competition changed the fundamental landscape of the motorcycle industry forever. Several factors including the necessity to compete and evolve, a more streamlined manufacturing process, new management and a wealth of demographic and retail analysis information have enabled the industry to obtain and attain a rapidly growing portion of the population.
Harley-Davidson has always been the leader in heavy-weight, classic cruisers with their rumbling motors and definitive styling. Owners adhere more to the lifestyle and freedom of the bikes, rather than utility and dependability. Harleys generally come with a spirit and attitude of genuine America and an institution that is hailed as an iconic model of pre-industrial America. Riders will agree that the feeling is almost religious and unified, as gatherings and conventions feel more like family reunions than an ordinary general interest group.
With the addition of such loyalty programs as HOG and financial services directly offered by the company, buyers are becoming more comfortable and attached to the brand as ever ...