Chapter 1
INTRODUCTION
Harley Davidson, which is known as Harley, is an American motorcycle manufacturer. The company was founded in Milwaukee, Wisconsin in 1903. It is one of two major American motorcycle manufacturer companies to survive the Great Depression. It has survived numerous ownership arrangements and subsidiary arrangements. On the other hand, the company has also suffered from periods of poor economic health and quality of products in global competition to become the world's 5th largest motorcycle manufacturer. The company is enjoying its goodwill from its brand image in world level. Traditionally, Harley Davidson marketed heavyweight motorcycles having engine greater than 700cc and it has broadened its offerings.
The company has …show more content…
Davidson
Headquarters Milwaukee, Wisconsin, U.S.
Key Peoples Matthew Levatich, President and CEO.
Products Motorcycles
A brief overview of “HARLEY DAVIDSON COMPANY” can be depicted as: STRATEGIC MANAGEMENT
Strategic management is refers to the process of making strategic decisions in an organization. Strategic management is a uniform technique which is being adapted by every management and will continue to evolve. Managers use the terms strategic management as strategic planning and long-range planning interchangeable. Strategy management is important every manager to make policy accordingly and competing the competitors in competing era.
There is a definition of strategic management:
“Strategic management is defined as the set of decisions and actions resulting in the formulation and implementation of strategies designed to achieve the objectives of the organization” - (John A. Pearce II and Richard B. Robinson, Jr.)
STRATEGIC ANALYSIS OF Harley Davidson
This report includes the detailed analysis of Harley Davidson which are as follows-
SWOT ANALYSIS( http://www.marketing91.com/swot-analysis-of-harley-davidson)
PEST …show more content…
Harley Owners Group (HOG) Rallies: The company has its characteristics rallies named as “Harley Owners Group” on a regular basis which involves Harley owners from different parts of the nation to communicate & experience a different lifestyle. The members of Harley owners groups are 1.2 million.
2. Range of Product: Harley is trying to solve the ageing problem of the current customer base with its diversified product range like they recently introduced bikes with the engine of 500 CC & 750 CC so as to make it more acceptable to the younger.
3. High Customer attraction: The Company is adopting promotional strategies & branding, that has helped it in creating a strong consumers thereby having a high target and preference of it.
4. Cult Brand: Harley Davidson has transformed itself as a cult brand & positioned itself in niche segment of High CC cruiser bikes. Harley Davidson has been leading company for the last 10 years.
5. Loyal Customer Base: With its strong image of quality and ‘freedom’ Harley has crafted its niche position in the market which is also backed by Harley Davidson Merchandising.
6. Due to a rich heritage and financial stability parent company is on the growing
INTRODUCTION
Harley Davidson, which is known as Harley, is an American motorcycle manufacturer. The company was founded in Milwaukee, Wisconsin in 1903. It is one of two major American motorcycle manufacturer companies to survive the Great Depression. It has survived numerous ownership arrangements and subsidiary arrangements. On the other hand, the company has also suffered from periods of poor economic health and quality of products in global competition to become the world's 5th largest motorcycle manufacturer. The company is enjoying its goodwill from its brand image in world level. Traditionally, Harley Davidson marketed heavyweight motorcycles having engine greater than 700cc and it has broadened its offerings.
The company has …show more content…
Davidson
Headquarters Milwaukee, Wisconsin, U.S.
Key Peoples Matthew Levatich, President and CEO.
Products Motorcycles
A brief overview of “HARLEY DAVIDSON COMPANY” can be depicted as: STRATEGIC MANAGEMENT
Strategic management is refers to the process of making strategic decisions in an organization. Strategic management is a uniform technique which is being adapted by every management and will continue to evolve. Managers use the terms strategic management as strategic planning and long-range planning interchangeable. Strategy management is important every manager to make policy accordingly and competing the competitors in competing era.
There is a definition of strategic management:
“Strategic management is defined as the set of decisions and actions resulting in the formulation and implementation of strategies designed to achieve the objectives of the organization” - (John A. Pearce II and Richard B. Robinson, Jr.)
STRATEGIC ANALYSIS OF Harley Davidson
This report includes the detailed analysis of Harley Davidson which are as follows-
SWOT ANALYSIS( http://www.marketing91.com/swot-analysis-of-harley-davidson)
PEST …show more content…
Harley Owners Group (HOG) Rallies: The company has its characteristics rallies named as “Harley Owners Group” on a regular basis which involves Harley owners from different parts of the nation to communicate & experience a different lifestyle. The members of Harley owners groups are 1.2 million.
2. Range of Product: Harley is trying to solve the ageing problem of the current customer base with its diversified product range like they recently introduced bikes with the engine of 500 CC & 750 CC so as to make it more acceptable to the younger.
3. High Customer attraction: The Company is adopting promotional strategies & branding, that has helped it in creating a strong consumers thereby having a high target and preference of it.
4. Cult Brand: Harley Davidson has transformed itself as a cult brand & positioned itself in niche segment of High CC cruiser bikes. Harley Davidson has been leading company for the last 10 years.
5. Loyal Customer Base: With its strong image of quality and ‘freedom’ Harley has crafted its niche position in the market which is also backed by Harley Davidson Merchandising.
6. Due to a rich heritage and financial stability parent company is on the growing