A 10 page paper that begins with a brief history of the company and its business strategies. Harley’s marketing strategy is discussed as are the strategies Honda and Triumph use. Competitive position, financial performance, a SWOT analysis and a BCG analyses are included. One of their mistakes is discusses along with what they did to correct it. The paper comments on where they sell most of their heavy motorcycles. Bibliography lists 17 sources.
Name of Research Paper File: ME12_PG696415R.doc
Unformatted Sample Text from the Research Paper:
Walter Davidson developed a one-cylinder motorcycle. The cycle was both reliable and beautiful. They began building these motorcycles out of a wooden shed in Milwaukee. They sold one in 1903,
eleven in 1905, 154 in 1908 and the company was set. By 1909 they had 20 employees and bigger engines. Business grew quickly so that inn 1912, they built a
six-story factory. By 1918, they were the largest motorcycle company in the world with 2,000 dealerships across the globe (Harley Davidson, 2012a). Their image was enhanced when they sent their
motorcycles overseas to help with the war effort in 1941. Civilian production of the motorcycle was suspended during those years. It was also a profitable venture for them. Harley Davidson
merged with American Machine and Foundry Company in 1969. This company produced leisure bike. Unfortunately, quality decreased following this merger. This led to two bikes, the Super Glider and the
SLCR Caf racer to get a bad name but they launched a new motor in 1974 and regained their reputation. In 1981, thee company almost closed. It was saved when
employees bought the company from AMF (Harley Davidson, 2012a). The companys business strategy is based on its brand recognition and innovation. It has adopted practices that ensure customer loyalty. It
maintains a Made in America" practice (TDi Media, 2010). Its brand separates them from other motorcycle companies. It is an experience and a lifestyle which is demonstrated in their Harley
Owners Group (H.O.G.) with a bi-monthly magazine, special services, networking, and parties at corporate headquarters (TDi Media, 2010). One component in their business model is having employees engaging with customers
at bike rallies where they listened to ideas and provide educational information. The largest rally, which began in 1938 in Sturgis, South Dakota, attracts more than 400,000 Harley riders