Harley Davidson
Harley-Davidson, Inc. is mostly in business of recreational vehicle (rv) Harley-Davidson was integrated in 1981 and is based in Milwaukee, Wisconsin.

It is the parent business for the team of businesses working as Harley-Davidson Motor Company (Motor Company), Buell Motorcycle Company (BMC) and Harley-Davidson Financial Services (HDFS). The Motor Company produces heavyweight bikes and provides a line of motorbike parts, devices, garments and basic product. The Motor Company produces 5 styles of motorbikes: Touring, Dyna Glide, Softail, VSC and Sportster. BMC produces sport bikes, consisting of 5 v-twin XB models and the single-cylinder Buell Blast. BMC likewise provides a line of bike parts, add-ons, clothing and basic product. HDFS offers wholesale and retail funding and insurance coverage programs mostly to Harley-Davidson/Buell dealerships and clients. The Company runs in 2 primary company sections: Motorcycles and elated Products (Motorcycles) and Financial Services. HDI is a producer of motorbikes based in Milwaukee, Wisconsin,…...

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References

Cornell Pro-Dairy Staff. "If I've told you once?" Northeast Dairy Business, Vol. 2, No. 2, April 2000.

Corporate website of www.harley-davidson.com/

Price, B. (2001). Set monitoring protocols for SOPs. Dairy Herd Management, Vol. 38, No. 3, March 2001.

Wieringa, D., Moore, C. And Barnes, V. (1998). Procedure Writing: Principles and Practices. Columbus, Ohio. Battelle Press.

Harley Davidson 5304
Harley-Davidson

Harley-Davidson Inc. is an American motorcycle manufacturer specialized in heavyweight cruiser and chopper style of motorcycles with over 700 cc. Founded in 1903 and headquartered in Wisconsin, United States, Harley-Davidson is one of the two major American motorcycle manufacturers and known as a classic American icon. Since its inception, Harley-Davidson has been setting remarkable records with its top quality motorcycles for miles per gallon, speed, racing, distribution strength, etc. Today, it is the most recognized motorcycle brand in America and the rest of the world. Harley-Davidson bikes are totally incomparable with other branded motorcycles due to their sleek and classic design, iconic and heroic look, heavy weight, and V-twin and evolution engines. The major model families of Harley-Davidson include Softail, Sportster, Touring, Dyna, V-OD, CVO, Trike, etc. (Harley-Davidson Inc., 2013).

SWOT Analysis for Harley-Davidson

SWOT Analysis consists of internal and external environmental analysis. The internal environment constitutes the strengths and…...

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References

Brassington, F. & Pettitt, S. (2006). Principles of Marketing, 4th Edition. Harlow: Prentice-Hall.

Harley-Davidson, Inc. (2013). Motorcycles. Retrieved on September 17th, 2013, from

Harley-Davidson, Inc. (2013). Company. Retrieved on September 17th, 2013, from

Harley-Davidson, Inc. (2012). Financial News: Harley-Davidson Earnings, Retail Motorcycle Sales Show Continued Strength. Retrieved on September 17th, 2013, from

Harley Davidson has led the heavyweight motorcycle market in recent years, capturing about 55% of the market, according to James R. Hagerty's article in The all Street Journal (Hagerty, 2011). But following the economic downturn, which had a negative effect on sales, and other market issues, the iconic motorcycle company needs to beef up sales and in addition the company is looking for ways to appeal to younger enthusiasts, to Latinos, and to female riders. This paper will serve as a memorandum to the marketing director at Harley Davidson, Mark-Hans Richer, offering suggestions and strategies to increase market share.
Memorandum to Mark-Hans Richer, Senior Director of Consumer Segment Marketing:

To Mark-Hans Richer:

Clearly, as you are well aware, Mark-Hans Richer, there is a need for Harley Davidson to have the vision, the desire, the needed grasp on market dynamics and the energy to embrace new strategies and bring on a new phase. e're…...

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Works Cited

Chanwookim. (2012). Targeting and Positioning: Harley-Davidson. Blogs / University of British Columbia. Retrieved May 21, 2012, from  http://blogs.ubc.ca .

Cubbon, Paul. (2012). Marketing: Fun and Useful -- try now! University of British Columbia blogs. Retrieved May 22, 2012, from

Harley Davidson has traditionally targeted an audience of middle-aged men, in recent years targeting "older white male boomers" specifically (Hagerty, 2011). The company's demographic is usually wealthy, since the bikes are not primary means of transportation for most riders. The company has now begun targeting other audiences as a means of sustaining sales levels. Although the company sells its bikes in overseas markets, 71.3% of the company's business comes from North America. Most of what Harley sells is motorcycles (75.5%) with parts and accessories making up the bulk of the remaining sales for the company (2010 Harley Davidson Annual Report).
Harley is positioned as a luxury good, and sells primarily in the heavyweight and superheavyweight classes of motorcycles. The company markets its products to its customers as something of an escape from everyday life, a means of freedom from drudgery. The size of the bikes is also part of the positioning…...

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Works Cited:

CDF. (2012). Harley Davidson: Marketing an American icon. Corporate Design Foundation. Retrieved February 5, 2012 from  http://www.cdf.org/issue_journal/harley-davidson_marketing_an_american_icon.html 

Hagerty, J. (2011). Harley, with macho intact, tries to court more women. Wall Street Journal. Retrieved February 5, 2012 from  

Harley Davidson
AMF took over Harley Davidson in 1969 (Motorcycle.com, 2012), a few decades before Treacy and iersma developed their theory about value disciplines (1992), so Harley management clearly did not have these theories in mind when setting strategies in those days. The three value disciplines are operational excellence, product leadership and customer intimacy. Arguably, Harley excelled at all three in those days. The company had a very high degree of customer intimacy, fostering brand loyalty. But in those days, Harley was also a product leader. In addition to maintaining a leadership position in heavyweight bikes, Harley tried a number of innovative approaches to growing its market, such as scooters, boats, the electric-motor Servi-Car and golf carts (Motorcycle.com, 2012).

The company's culture was that of a club of owners and workers, but Harley also held a uniquely strong position within the motorcycle industry in America, and this was reflected by the firm's…...

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Works Cited:

Bolfert, T. (2002). The 1970s: The AMF years. The Big Book of Harley-Davidson. Retrieved March 23, 2012 from http://www.dfwhog.com/history/h1970.htm

Motorcycle.com. (2012). Harley-Davidson Motorcycle history. Motorcycle.com. Retrieved March 23, 2012 from  http://www.motorcycle.com/manufacturer/history-harley-davidson-motorcycle.html 

Treacy, M. & Wiersma, F. (1992). Customer intimacy and other value disciplines. Harvard Business Review. Retrieved March 23, 2012 from http://www.priconsult.nl/mediapool/77/770108/data/TreacyWiersema.pdf

Harley Davidson
I believe that the idea of brands having a personality is little more than hyperbolic anthropomorphism. Personality by definition implies personhood, something an abstract concept like a brand cannot have. Rather than a brand having human traits, as the concept is often understood (Investopedia, 2012). A brand personality is more accurately described as a reflection of traits that the consumer either shares or aspires to. The brand "personality" by this understanding is not necessarily the same thing as the personality of the target audience, however. Harley Davidson is a good example of this -- most of the brand's core target market consists of successful, middle-aged men, a market that in reality embodies little of what it hopes the brand reflects back on them. Harley stands for something that they would like to be, or have been, rather than something that they are.

In the case of Harley-Davidson, a significant amount…...

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Works Cited:

Aaker, J. & Fournier, S. (1995). A brand as a character, a partner and a person: Three perspectives on the question of brand personality. Association for Consumer Research. Retrieved February 19, 2012 from  http://www.acrwebsite.org/volumes/display.asp?id=7775 

Hagerty, J. (2011). Harley, with macho intact, tries to court more women. Wall Street Journal. Retrieved February 19, 2012 from  

Harley Davidson External Analysis
Harley Davison's External Analysis

PEST analysis

Political

Economic

Socio-Cultural

Technological

Porter's five forces

Harley Davidson is an American motorcycle manufacturing company that sells motorcycles above 700 cc engine capacity. The company was founded in 1903 at Milwaukee, Wisconsin. With approximately $5.3 billion in Fiscal Year (FY) 2011 as revenues, the company is now facing tough challenges in the international motorcycle market as new companies have entered to share the market fortunes (Harley Davidson, 2011). The Italian Ducati is one of the leading competitors that HD has come across during last couple of decades.

The paper is aimed at analyzing external environment of Harley Davidson (HD) by using two external analysis tools i.e. PEST (Political, Economic, Social, and Technical) and Porter's five forces (Threat of new entrants, Threat of substitutes, Threat of Supplier power, Threat of buyer power, and Threat of ivalry with the industry). PEST helps analyze the strength of bigger forces of change present…...

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References

Harley Davidson. (2011). HD Financial News. Retrieved from: http://investor.harley-davidson.com/phoenix.zhtml?c=87981&p=irol-newsarticle&ID=1651657

Looney, D.C. (2011). LEHMAN TRIKES: A STORY WITHIN A STORY. Journal of the International Academy for Case Studies, 17(7).

McBee, R.D. (2011). Harley-Davidson's Future (Abroad). International Journal of Motorcycle Studies, 7(2).

Harley
Feasibility Study -- Harley Davidson

1957 Harley Davidson

Harley Davidson Company has a long history of building motorcycles that have worked to actually shape culture. Its product positioning is admired by companies in most industry and most strive to develop the levels of brand loyalty that Harley has achieved. However, the company has also been negatively impacted by the recent economic downturn and is working through a rebuilding phase as market conditions are slowly stabilizing. This analysis will look at some of the industry trends that have occurred and make recommendations on Harley can continue to develop its iconic American brand.

Company Background

Harley-Davidson's mission statement is to "fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments." (Harley Davidson, 1999). Their primary objective in the organizational goals is to have happy and satisfied…...

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Works Cited

Accelteon. (2008, July 10). Tribal Marketing. Retrieved October 25, 2011, from Slide Share.

Cova, B., & Cova, V. (2002). Tribal marketing: The tribalisation of society and its impact on the conduct of marketing. European Journal of Marketing, 595-620.

Harad, S. (2011). The Resurgence of 'Tribal Marketing'. Retrieved October 25, 2011, from Cyber Gear: http://www.cyber-gear.com/flash/resources72.phtml

Harley Davidson. (1999, March). Company History and Background. Retrieved from Harley Davidson Company:  http://www.h-dsn.com/genbus/PublicDocServlet?docID=18&docExt=pdf

The younger crowd may be more attracted by the dangerousness of the bikes and by the sense of adventure involved. Older groups seek a certain return to youth and show an adherence to the idea of freedom. The motorcycle at one time had the aura of an outlaw lifestyle, as noted, an image that the company has not sought and often seeks to counter. Still, that image remains strong and does appeal to many people. This does not mean that riders are outlaws or even that they really want to be outlaws, but they do buy into that image as a way of escaping from their normal lives into a different cultural experience when they ride on weekends. This idea has appealed for dome time to urban professionals who ride motorcycles on weekends and holidays for pleasure, sometimes alone and more often in groups of business people seeking to…...

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References

Bennett, P.D. (1988). Dictionary of Marketing Terms. Chicago: American Marketing Association.

Dalrymple, D.J. & Parsons, L.J. (1986). Marketing Management: Strategy and Cases. New York: John Wiley & Sons.

Hostetler, J.S. (2002). Women and Motorcycles. University of Illinois.

Peter, J.P. & Olson, J.C. (1990). Consumer Behavior and Marketing Strategy. Boston: Irwin.

Harley Davidson has an expanding business in the U.S. with many full service dealerships. The company believes in marketing and promotions and hence puts up much hard work for the purpose ranging from publications to special events, rallies, advertisements and public associations. The Harley Ownership Group (HOG) and Buell Riders Adventure Group (BRAG) are a part of the Harley Davidson responsible for promotional activities. For the cause of expanding its name and business Harley and Davidson has licensed a large varieties of products such as t shirts and toys. Besides it has also launched two cafes each in New York and Las Vegas. It has also created an academy for people aiming to become riders. An online program to increase its sales has also been created. Thus all these factors help towards a better marketing campaign for the Harley Davidson.

Harley Davidson still faces great competition in the field of manufacturing…...

Strategic mergers and acquisition

The company can form strategic mergers and with companies that offer related and complementary products and services. The aim is to synergistically acquire some strategic advantages that may boost its sales.

E-marketing, e-commerce and e-business

The company can employ e-marketing-commerce and e-business to boost and streamline its marketing function, sales functions and logistics respectively.

ecent Corporate governance issues and how they ought to be handled by Harley Davidson

estriction on dealer sales

A Harley-Davidson Inc. dealer based in St. Paul, Minnesota, sued the company in a federal court, claiming that the company's restrictions on the international sales by its U.S. dealers as well as sales via third-party websites are unfair and tend to weaken the dealer's profits (euters,2011). This as well as the act of channel stuffing which saw it being sued for channel stuffing activity by one of its VP who wanted to meet his sales targets so as to earn…...

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References

Accessories (2011). Harley-Davidson Launches Diva Collection

http://www.accessoriesmagazine.com/4610/harley-davidson-launches-diva-collection

Adweek (2011). How Harley-Davidson Drives Mobile Marketing, Facebook

 http://www.adweek.com/news/advertising-branding/how-harley-davidson-drives-mobile-marketing-facebook-105714

Moreover, the iconic brand helps to drive sales within the heavyweight motorcycle class. The brand also enables Harley to avoid the technology-based competition that many other motorcycle manufacturers engage in, as evidence by the dramatically slower pace of technological innovation at Harley vs. other motorcycle manufacturers. Thus, the reputation attached to the Harley Davidson brand is one of the most important outputs in the organization.
In general, there is a high degree of congruence between these outputs. However, there are some limitations. For example, the strength of the Harley Davidson brand helps to drive sales and market share, but it also creates limitations for the company in terms of expanding revenues by entering new segments. It has also resulted to some degree in an overreliance on the brand to drive profit, causing the company to ignore cost reduction as a means to improve shareholder value. Moreover, while the strength of…...

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Works Cited

Falletta, Salvatore. (2006). Organizational Diagnostic Models: A Review and Synthesis. Leadershipsphere.com. Retrieved January 4, 2009 at http://uamp.wits.ac.za/sebs/downloads/2006/od_models.pdf

Harley-Davidson Financial Ratios sourced from Reuters. Retrieved January 4, 2009 at  http://www.reuters.com/finance/stocks/incomeStatement?symbol=HOG.N 

Fredrix, Emily (2007). Harley-Davidon 4Q Profit up 9.7 Pct. Washington Post. Retrieved January 4, 2009 at  http://www.washingtonpost.com/wp-dyn/content/article/2007/01/18/AR2007011800936.html 

No author. (2008). Harley-Davidson Reports Strong Earnings. International Herald Tribune. Retrieved January 4, 2009 at  http://www.iht.com/articles/2008/07/17/business/harley.php

Opportunities: The Harley-Davidson company stands to gain a significant share of the market by appealing to female consumers, if it uses marketing research to craft a successful promotional campaign.

Threats: The main threat to a successful marketing campaign to attract female consumers come from competitors that already market to females, especially Japanese motorcycle manufacturers and the Italian company Vespa.

Creative Strategy

Communication objectives include promoting the Harley Davidson sportster as the motorcycle of choice for American females who appreciate the quality, status, performance, and history of the brand. The strategy includes positioning the brand as not just a macho motorcycle manufacturer but one that appeals to all freedom-loving Americans regardless of gender. The promise of the Harley Davidson company is to deliver top performance and prestige. Tone of the message emphasizes strength and independence. Taglines should be simple yet effective and gender neutral such as "Harley Davidson: Strength. Quality. Success."

Media Objectives, Strategies, Tactics,…...

Harley-Davidson Today: A Brief Business Overview
Harley Davidson

Vision of the Company (Slide 1)

The populations where we operate our business are very much strong, skillful and supportive. Due to our workers and merchants, the dreams are fulfilled by making partnerships with liberal organizations ("Harley Davidson," 2001).

Overview of 2009 Performance (Slide 1)

According to the management of Harley Davidson, 2009 wasn't a good year for the company. The company had decreased sales, revenue and earnings per share. The sales declined to 21.3% as compared to the sales of 2008, net income declined to 84.1% as compared to 2008 while concentrated earnings reduced to 84.5% as compared to the earnings of 2008 (Milwaukee, 2009).

Organizational Structure and Management Team (Slide 2)

The organizational structure of Harley Davidson is based on functional departmentalization. The management team and organizational structure is shown in the appendices section as Figure 1 ("The Official Board," 2012).

Business Units of Harley Davidson (Slide 3)

The…...

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References

Harley Davidson. (2001). Retrieved August 20, 2012, from  http://www.harley-davidson.com /en_US/Content/Pages/Foundation/foundation.htm

IT Governance Institute. (2003). Retrieved August 20, 2012, from http://www.itgi.org/Template_ITGIacfe.html?Section=Case_Studies1&CONTENTID=27036&TEMPLATE=/ContentManagement/ContentDisplay.cfm

Milwaukee (2009, October 15). Harley Davidson. Retrieved August 20, 2012, from

Harley Davidson -- Greatful Dead
Harley Davidson Motorcycles is an American icon and a brand which is recognized the world over. Sixty years or so ago two things happened to HD which caused HD to almost go out of business. Then something happened to change that. What happened and how has HD used marketing in an effort to regain a large portion of the market that it lost?

Over the last sixty years, Harley Davidson would become an American Icon. As its mystique as well as legend is what everybody wants to participate in and perpetuate. This is because two events occurred that would shake company down to its very foundation to include: the Great Depression and the company's economic meltdown in 1983. In both these different events, the company would wrestle with runaway debt and staggering sales. As they would lose significant amounts of market share to competitors; causing their financial…...

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Bibliography

About Harley Davidson Motorcycles. (2010). E How. Retrieved from: http://www.ehow.com/about_4603192_harleydavidson-motorcycles.html

Harley Davidson. (2010). Corporate Design Foundation. Retrieved from:  http://www.cdf.org/issue_journal/harley-davidson_marketing_an_american_icon.html 

The Greatful Dead. (2010). Rolling Stone. Retrieved from:  http://www.rollingstone.com/music/artists/the-grateful-dead/news/artists/14845/87095/87133 

Carter, G. The Greatful Dead. (2010). Grey Hawk Consulting Group. Retrieved from: http://greyhawkconsulting.com/blog/?p=430