Harley Case

Topics: Motorcycle, Harley-Davidson, Harley Owners Group Pages: 4 (1119 words) Published: August 10, 2013
Case analysis:
“Harley-Davidson, Inc., May 2012”

“Strategy is not a detailed plan or program of instructions; it is a unifying theme that gives coherence and direction to the actions and decisions of an individual or an organization.”

Executive Summary On “Harley-Davidson Case Study”
As the sole surviving American motorcycle company from the pioneering days of the industry, Harley-Davidson is an archetype of American style. The famous spread eagle signifies but also an “American Muscle” lifestyle with which it is associated.

Post the Financial Crisis of 2008, Harley posted its first loss in revenue in 25 years. The primary task of Mr. Keith Wandell after taking over as the CEO of Harley-Davidson, was stabilizing the business by maximising their opportunities to go forward.

1. What is Harley-Davidson’s strategy?
Answer) Harley-Davidson is an iconic 110 years brand that has sought to stay true to its roots and to its customers. Derived as an American icon by delivering a symbol of free-spiritedness, love, and a verve for living life with all your senses. Harley-Davidson’s strategy through the history would be better explained below. •The company's business strategy was based on focused differentiation wherein it targeted specific groups with focused products. For example, customized heavyweight bikes. •In October 2009, Wandell announced a long-term business strategy called "Delivering Results through Focus" to manage through the economic downturn and to enhance productivity and profitability. •Harley transformed its product development by being leaner, faster and smarter to focus on riders’ needs in each global market. Formation of Harley Owners’ Group for enhanced Customer Relationship. •Dealer relations was a continuous strategy for Harley and Retail investment group set guidelines that covered every aspect of managing showrooms. •Harley-Davidson’s growth strategy was expanding sales outside of the US and entered into different...
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