This website uses cookies to ensure you have the best experience. Learn more

Harley Davidson Essay

2961 words - 12 pages

Harley-Davidson Case Study
Introduction of the Company
In 1903 William Harley and Arthur Davidson produced the first Harley-Davidson motorcycle for sale to the public. The first year’s production was only three motorcycles with one dealer. In 1909, Harley-Davidson introduced the first? V-twin engine, which is still the company standard today. Harley-Davidson rapidly grew to the largest motorcycle manufacturer in the world by early 1920s, with 2,000 dealers in 67 different countries.
By the 1930s all of the American competition was gone. Harley-Davidson suspended production of civilian motorcycles during World War II, and only built motorcycles for the military, exclusively. When the war was over, Harley-Davidson converted back to civilian production. Harley-Davidson's growth was fueled by acquisitions as well as capitalizing on new technologies. In 1969 Harley-Davidson merged with American Machine and Foundry (AMF). By the 1970s other competitors were entering the global market, and many of them were from overseas.
In an attempt to transform the company, in 1981,a senior executive of Harley-Davidson bought the company from AMF and turned the company around dramatically. Harley-Davidson emerged with new products and innovations along with a new commitment to quality, creating the dynasty Harley-Davidson has become today.
Harley-Davidson's success continued to grow as they received tariff relief from the International Trade Commission on 700cc motorcycles. Another event contributing to Davidson's renewed success was the formation of the Harley Owners Group (H.O.G.). This company sponsored club consisted of riders who transformed motorcycling into a family-oriented social sport. It continues to be very successful with 600,000 owners and 1,200 chapters worldwide.
Economic Indicators
Internationally, Harley-Davidson revenue has exceeded $816 million, which accounts for 18% of the net revenue for motorcycles. The Harley-Davidson emblem is an international icon and the sound of V-twin engine is unmistakable. Harley-Davidson is the number one motorcycle manufacturer and is also the number one seller of heavyweight bikes in the U.S. They also sell a line of clothing and accessories as well as make bikes under the Buell nameplate. Harley-Davidson’s attire has attitude and rightfully so, there is no other motorcycle as classy as the “Harley”. One Harley-Davidson tee-shirt slogan seems to capture the spirit by simply stating, “Put your ass on some class” (Williams,2004,1).
Mission and Vision Statement
Analysis of Mission Statement
Harley Davidson’s Mission Statement states:
“We fulfill dreams through the experiences of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles, branded products, and services in selected market segments (David, 2003 p12).”
The components of a mission statement should address; attention to customers, products and services the company provides, technology, concerns for...

Find Another Essay On Harley Davidson

harley davidson Essay

1732 words - 7 pages 1 Background: Harley-Davidson bikes are to the extent that as item. The organization enjoys intensely steadfast clients, and about as faithful representatives. The organization commended its centennial year in 2001, which in itself was downright an inexplicable occurrence given all of the opportunities that the organization needed to go bankrupt. The organization fell on difficult times in the early 1980 s and even played with liquidation

Harley Davidson Essay

2730 words - 11 pages rationale.The fundamentals of the Harley-Davidson business strategy turn around three main points: The products, the relationship between the company and consumers, and the distribution network.First of all, before I explain these three policies, we can try to see what was the problem that Harley-Davidson had to solve, and why it needed a real strategy to possess a higher competitive advantage. Actually, how the firm could evolve facing an important

Harley-Davidson

2497 words - 10 pages Harley-Davidson Introduction. Harley-Davidson produces motorhomes, other recre-ational vehicles, and certain components for defense contracts. But by far the largest part of its production is devoted to mo-torcycles, from which it derives its fame. In 1990, motorcy-cles contributed 69% of sales (which were $865 million), and 96% of profits, which were $38.3 million. There are 5,000 employees [S3, p. 1097D]. Target Market. Harley

HARLEY DAVIDSON

2823 words - 11 pages EXECUTIVE SUMMARY      Harley-Davidson is the largest market share holder of motorcycles over 750cc in the United States. After the expansion of our production and distribution capacity, we will be in the position to meet the increasing demand for our motorcycles and other products.      Growth potential appears very good especially in the overseas market. Gaining a larger market share in these

Harley Davidson

601 words - 2 pages Executive Summary of Harley Davidson, Inc.Harley Davidson's(HD) current strategy is to continuously improve their managerial and production processes in order to keep costs low, efficiencies high and create quality for their consumers. HD's two largest products are motorcycles and recreational vehicles.In 1982 HD had a loss in net income of more than $20 million. However, in the years 1987-1989 HD's net income has been a positive $21 million

Harley-Davidson Circle Organization

1299 words - 5 pages Harley-Davidson Circle Organization Harley Davidson’s remarkable success and turnaround from a company nearing extinction to a business model of success (James & Graham, 2004; Johan Van & Brian, 2000; Teerlink & Ozley, 2000) is secured by the environment developed at Harley-Davidson through the organizational changes led by former CEO Rich Teerlink. Mr. Teerlink fundamentally changed the structure of Harley-Davidson from a command and control

Harley Davidson Inc

6910 words - 28 pages Management 322Company OverviewIn 1903 William Harley and Arthur Davidson made the first Harley-Davidson motorcycle available to the public. It was built in a small wooden shed with the words "Harley-Davidson Motor Company" written on the door. The next year, in 1904, C.H. Lang opened the first Harley-Davidson dealership in Chicago, selling one of the first 3 Harley¢s ever made. In 1906 the company opened a new factory, in Milwaukee

Marketing of Harley Davidson

2435 words - 10 pages Strategic Marketing, MKT 501Module #1 - Case Assignment"Harley Davidson Strategies and Tactics"In 1903, the same year Henry Ford incorporated the Ford Motor Company and the Wright brothers flew, William Harley and his friends Arthur and Walter Davidson launched the Harley-Davidson Motor Company in Milwaukee, WI. The quintessential bad boy machine, their motorcycle has become an icon of American culture. More than a machine, Harley-Davidson has

Harley Davidson Case Study

2702 words - 11 pages 1. IntroductionEstablished in 1903, The Harley-Davidson Motorcycle Company has travelled a somewhat rocky road to success. Saved from the brink of bankruptcy by a management buyout in 1981, Harley has succeeded in building a truly global brand that is the envy of its competitors.Faced with a declining market, a poor economic climate and fierce competition from Japanese manufacturers, the Harley-Davidson Company was forced to re-look at its

Harley-Davidson Inc

2800 words - 11 pages Harley-Davidson Inc. Celebrating their 100th anniversary next year, Harley-Davidson is a true American success story. From their modest beginnings in Milwaukee, Wisconsin to one of the most recognized company names worldwide, they have been passionate about motorcycles. Harley offers an experience like none other with the one of a kind look, feel, and sound only available on a Harley. Besides their main business of building and selling

Harley Davidson International Management

5869 words - 23 pages I.     Summary of the case study “Harley-Davidson – rockers’ idol” So, this case study is about Harley-Davidson, a brand of motorcycles and more precisely about its development since his foundation in 1903 by 21-year-old William S. Harley and 20-year-old Arthur Davidson. So, in 2003, it was the celebration of the 100th birthday of the Harley-Davidson. And, in order to commemorate it, fans of this famous brand rode

Similar Essays

Harley Davidson Essay

619 words - 3 pages A brief overview of the Harley-Davidson’s video is that Harley-Davidson, a brand with tremendous staying power. Their motorcycles have become part of an Americana. Truly, proprietors have a special bond with their motorcycle and a passionate relationship that has blossomed into a world largest company’s sponsor owners club. In addition, the motorcycle gives you a pleasant feeling of freedom while on the road. Several people feel a boldness after

Harley Davidson Essay

1418 words - 6 pages Information Technology The website of Harley Davidson gave us a new concept of Motorcycles! The extension of this website is exceptional. The virtual Customer Service in this website is notorious and extremely helpful. From other motorcycles websites this is one of the most professionals ones where the customer can get a flavor of the company from products up to their businesses profits and others...Harley Davidson publishes material

Harley Davidson Essay

2140 words - 9 pages Case Study: Harley-Davidson, Inc.IntroductionHistoryThe Harley-Davidson case presents a unique example of a unique company that, due to their remarkable customer loyalty, was able to go from nearly bankrupt to successfully gaining a substantial portion of the market in a niche product.The company was able to gain market share and profit by substantially restructuring their business plan. Harley-Davidson changed from a traditional large batch

Harley Davidson Essay 2391 Words

2391 words - 10 pages What picture immediately springs into mind when Harley-Davidson is mentioned? The average person in an association game would likely say, "motorcycle". Indeed, Harley and motorcycle seem almost synonymous. Harley-Davidson is a household name to motorcycle enthusiasts, and the company is inarguably successful. In fact, they just celebrated their 100th anniversary in 2003. However, success was not always easy for this well-known company. It is no