Harley Problems
-Omission of changes
-They needed to do something to correct the weaknesses
-When a new product entered the market they didn’t do anything to protect their products.
-The image of motorcyclists was associated to the black leather jackets gangs and violence
-Their biggest problem was Honda appearance
Alternatives
-Continuos marketing research
-Be less self conceited
-Improve the services
-Be productive/ dynamic on the market
The Strategy Chosen
- Harley Davidson became more a luxury producer with high prices and quality and addressing to a small range of customers.
Harley-Davidson, Inc.: History and General Situation
Uploaded by patti on Aug 1, 2006
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Harley-Davidson, Inc.: History and General Situation
Arthur’s brothers, William Harley and Walter, started Harley-Davidson Motor Company in 1903. They first started the business in the Davidson family’s backyard in Milwaukee, Wisconsin. In 1904, the company then moved into an office. The company was acquired by AMF Inc, which favored short-term profits instead of investing in research and development and retooling. Harley focused solely on sales, while competitors were continuously improving the quality of their motorcycles. This resulted in a downturn of the company with weak profits. In 1981, a new management team joins to buyout the company.
Harley-Davidson Inc. acquired the Buell Motorcycle Company during 1993. This investment offers Harley-Davidson the possibility of gradual entry into the sport and performance motorcycles market.
In 1995, the company acquired Eaglemark. As a financial service company, Eaglemark provides financial ...