Research Paper on:
Case Study; Harley Davidson Motor Co., Inc.: Defending a Piece of Domestic Pie

Unformatted Sample Text from the Research Paper:
for the bike ranges focuses in this aspect of differentiation. In the early days, before the purchase by AMF there was also the establishment and maximisation of engineering excellence and  quality as well as some first mover advantage achieved. Focusing on the US market the company saw sales drop and profits fall. It has been argued that there was a  portfolio approach, and unprofitable lines were dropped and little research of development took place. However, in reading the case it also puts forward the idea that research and development did  take place, only that it did not produce any material results. The case can be examined using a SWOT analysis, to identify the strengths, weaknesses, opportunities and threats,  and for this consider which strategies may be used to advance the company. Harley Davidson had several strengths, the name and brand associations have been establishment many years and  entered into American cultural history, with the bike not only seen as a bike, but a cultural icon. The appeal of the bike was in the name, but also the  look as well as the reputation for performance. This last aspect was one that was lost for a while, when costs were cut and quality fell, but in the moves  made after improve the company, this was increased once again. The image is such as strength that it allows the bikes to be much more attractive to the second hand  market. The look of the bike also appears to be a strength, this supports the differentiation that creates the competitive advantage with the perception regarding the brand. Competitive advantages can  be copied, to last they also need to be ones that are difficult to copy. There is little doubt that the strength of engineering, lost and then regained, but without