Hd Strategy

Topics: Harley-Davidson, Motorcycle, William S. Harley Pages: 9 (2555 words) Published: September 11, 2013
Harley Davidson Inc. 2008

Harley Davidson Inc., often abbreviated HD or Harley is an U.S. brand motorcycle manufacturer, It founded in Milwaukee, Wisconsin in 1903 by bill Harley and Arthur Walter Davidson which was produced not only the motorcycle but also produced their accessories and established bars or café under the named Harley-Davidson Inc. It have been very successful business in U.S., recently the average sale volumes were showing signs of decline stage in the late-forties people or baby boomers which were concerned on safety furthermore customer trends have been changing so it might be leading into the industry trouble. The business goal of Harley-Davidson is to represents high-quality and unique style of motorbikes which have been covering customer trends and all ages simultaneously through the vision and mission statement of Harley-Davidson Inc: "We fulfill dreams inspired by the many roads of the world by providing remarkable motorcycles and extraordinary customer experiences. We fuel the passion for freedom in our customers to express their own identity and we ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders.”

The strategic issue of Harley-Davidson Inc.
The Harley-Davidson Inc is one of a modern manufacturer that has been long-terms reputation of a motorcycle company which emphasizing on niche market together with high-quality of manufacturer and brand image. After 1970s, sale volumes were slowing decline due to the other problems is that AMF ignored to investigate in R&D on quality of products and also ignored the Japanese rivals which lead the company was sold by AMF in 1981s. However, after constantly growing through the 1990s, sale volumes were slowing decline in the late-forties people which worried about safety on touring bike products this is the first time in history of Harley-Davidson after that it faced problem again on sales and profits were declined from U.S. economic crisis in 2007- 2008. Harley Davidson Inc.’s background

1901William S. Harley and his friend Arther Davidson initiated the company in The Davidson’s family backyard. 1903William S. Harley and Arthur Davidson the first three Harley-Davidson motorcycle were build and sold 1907The company was incorporated.

1930Bill Davidson, Jr. won the Jack Pine endurance contest with Harley-Davidson motorcycle. 1969Harley-Davidson Inc was merged with American Machine and Foundry Company (AMF), in a long term producer of leisure products 1974Production was expanded enhance to 40,000 motorcycles lead sort-term profits to AMF 1981Vaughn Beals, former-head of HD, and 13 other managers conducted a leveraged buyout of the company for $65 million. 1985Citicorp refused to lend any more money to HD 1986The first time of HD has been used CAD system

1987Entered it into U.S. stock exchanges.
1993HD acquired 49% interest in Buell Motorcycle Co., a manufacturer of sports high performance motorcycles 1997HD created an internal makeover, and Garry Berryman former vice-president of Materials Management/Product cost from Honda was chosen. 2000The new softail model was introduced together with Buell Blast. 2001The V-rod was introduced to appeal to younger and international markets that preferred sleeker and faster bikes.

2002The VRSCA V-Rod was first Harley motorcycle to combine with fuel injection, overhead camshaft, liquid cooling, with new 115 hp. First female racer added to Harley Davidson racing team in an effort to capture female support. 2004HD recorded its 19th consecutive year of record earnings. 2005Iron 883 and XL 883 Sportster featuring a lowered seating aimed at...

References: http://investor.harley-davidson.com/phoenix.zhtml?c=87981&p=irol-demographics
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