harley davidson

Topics: Harley-Davidson, Motorcycle, Buell Motorcycle Company Pages: 10 (2772 words) Published: October 9, 2014
BA 304 Marketing Management (Spring 2014)

Submitted to

Dr. Hibshoosh Aharon

Case Analysis 3

Harley Davidson’s

Presented By

Kornravee Samuthphong

Student ID# 8551

Group 8


According to the documentary, Harley Davidson Motor Cycles Company was founded in 1903 and the celebration of 100th year anniversary was in the summer of 2003. Harley has tried to explore some of the history of the company. Harley Davidson Motor Cycles Company and its products such as motorcycles, merchandise that saw Harley Davidson Motor Cycles Company become an American icon. The video presents a Harley riding family as they venture from California to Milwaukee. The film presents footage of these popular machines, along with a look at the various types of people who consider themselves motorcycle enthusiasts. Having imbedded into films, movies, and American culture, the high quality motorbikes became American legends ranking Harley Davidson Motor Cycles Company brand, logo and name among the world’s leading companies. In incense Harley Davidson is the Spirit of America.  But Harley Davidson Motor Cycles Company offered a unique product during this period of 100 years such that there were high barriers for entry for other competitors into the high quality motorbikes that it offered to its most popular market, the American people. Financial difficulties in the 1970’s led to the parent company, AMF putting the motorcycle division up for sale. Lack of buyers, a group of Harley managers bought out the company and rescued it with a business turnaround that included brand extensions into licensed goods, such as apparel and related accessories. Now a publicly owned company, Harley has scored double-digit growth for eighteen consecutive years. Harley transformed itself into a strong marketing company with a focus on lifestyle image and product quality. A traveling group of bikers, Ice Cream Men From Hell, who meet up with new friends along their route is mentioned in the documentary. Michael Lichter,  a photographer who has taken motorcycle images. Later, a large group of Harley riders hit an art gallery to check out and chat about Lichter's work. Another big segment of the documentary is devoted to women of all ages who have moved on from riding on the back of the seat on to their own Harley, and the brand has responded by making bikes optimized for women. Finally, towards the end of the video, it tells more about the Hell's Angels and the charity work they do. There's also more about some of the famed yearly rides. It is very interesting about their marketing management to make Harley Davidson becomes the spirit of America.

Case analysis

The Harley-Davidson Corporation has been dominating the motorcycle industry for many decades. Today, it continues to have a strong presence in the American market. The mission statement of the company is “To fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public and expanding line of motorcycles and branded products and services in selected market segments.” Harley-Davidson, Inc. is the parent company for the group of companies doing business as Harley-Davidson Motor Company, Buell Motorcycle Company and Harley-Davidson Financial Services. Harley-Davidson Motor Company manufactures five families of motorcycles: Sportster ®, Dyna Glide, Softail ®, Touring and VRSC. Buell Motorcycles Company produces sport motorcycles, including four big-twin XB models, and the single-cylinder Buell Blast ®. Buell also offers a line of motorcycles parts, accessories, apparel and general merchandise. Harley-Davidson Financial Services provide wholesale and retail financing and insurance pogroms primarily to Harley-Davidson/Buell dealers and customers. This case could be analysis by using:

S.W.O.T. analysis

According to the video, Harley-Davidson celebrated its 100-year anniversary. Over the past century, the company has...
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