Teerlink was the CEO of Harley Davidson Inc. he restructured the informal culture of the company into a formal culture. This allowed people of the company to be more aware of the company’s goals and offered them a new style of training. He did this to become on the same level of efficiency as the Japanese competitors. In an interview, Mr. Teerlink was asked what set Harley Davidson apart from its competitors he responded saying, “Harley-Davidson doesn 't sell transportation, we sell transformation. We sell excitement, a way of life" (New York University).
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 until Milwaukee to see the parade of 10 000 Harley-Davidson motorcycles. Through this celebration, we can see how recognized this brand is for the owners, or should I say fans.
Italian Motorcycles Since the early 1900’s many companies have emerged in Italy to make some of the best motorcycles in the world. Though some companies may have failed, a few great companies prevailed to make the most high tech machines and win numerous world championships. Ducati Ducati started out with bicycles with engines clipped on. The company’s success came from designer Fabio Taglioni. In 1954 he created a single cylinder machine with a shaft driven overhead cam-shaft that formed the basis for Ducati.
1.3 Keys to Success It is important that the company continues to produce high quality saddles and accessories for a wide range of street motorcycles, dual sports, quads and scooters. At the same time, the company's further success will depend on venturing into additional products while securing new customers. Company Profile 2.1 Company Ownership The company was initially established in 1968 at Gardner, Massachusetts by Mike Corbin, Founder and President of Corbin-Pacific. The company is the top motorcycle seat manufacturer in the world. In 1979, Mike moved to California and established its offices and manufacturing plant at Hollister.
; Franklin, Wis.; Talladega, Ala; Highland Heights, Ohio; Ann Arbor, Mich.; Carson City, Nev.; and Plano, Tex.  Harley-Davidson maintains operation in strategic international markets throughout Europe, and in Brazil and Japan to support its worldwide dealer and distributor network. Source of revenues for Harley Davidson : - Selling motorcycles - Harley Davidson financial service - Parts and accessories 2. VISION, MISSION AND GOALS Vision To dedicate, to grow value and strengthen the brand, Harley-Davidson deliver products and deliver the services that fulfill dreams. Mission To fulfill dreams through the experiences of motorcycling by providing motorcycles and to the general public an expanding line of motorcycles... ... middle of paper ... ...buyers (increased from 2% total sales before adopting to 9% in 2003).
In 1908 GM was founded (“Company: History and Heritage”.) and in 1937 Mopar was founded (“Evolution of a trademark”). Today, there are numerous automobile companies in competition and the automobile is the most reliable transportation in America and around the world. The invention of the automobile undoubtedly had one of the biggest impacts on American History. Since then, Motor Companies have made numerous types of vehicles to fit your driving style the best including SUVs, trucks, compact cars, luxurious cars, and sedans etc.
This would lead to multiple reactions, different motorcycles being made, and lastly a whole new way of marketing towards the customers’ demand and target market. With a new tariff law being passed on Japanese motorcycles, and acquiring a new leader named Vaughan Beals, from MIT’s Aeronautical Engineering School, meant taking a lead role in restoring confidence and quality in its products. With confidence being restored, Harley Davidson had asked that congress remove the tariff barriers more than a year earlier than originally planned. They believed their company could now compete with the Japanese head to head. With success, came many inevitable feats such as full potential not being realized, having more of a demand than what was being outputted, setting high goals, expanding to the international market, following your own path and not following the competition.
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.
Thus the company was sold to “13 senior Harley-Davidson executives for 81.5 million leveraged buyouts” (Peter & Donnelly Jr, 2013, p. 630). Harley-Davidson found itself in a position of not being able to compete with the Japanese-made motorcycle. And to offset going out of business went to President Ronald Regan, and convinced him to impose tariff- that were as high as 45% which was to give Harley-Davidson motorcycle an opportunity to compete. In as much Harley-Davidson motorcycle corporation “had lost 25 million in 1982” (Farnsworth, 1983) Harley-Davison Competitors BMW, Ducati, Yamaha, and Honda are competitors of Harley Davidson The Strengths of Harley Davidson’s Shortly after the inception of Harley-Davidson the company’s brand image of freedom of the road became associated with their name. Also, they earn from licensing their trademarks for Jackets, T-shirts, and key chains.
The company’s motorcycles are uniquely designed – their designs along with exhaust notes are distinct. More so, they are noted for their being heavily customized; the customization brought about the chopper motorcycle style. Harley-Davidson as a brand has been and still does attract a loyal (brand) community, with the Harley-Davidson’s logo licensing accounting for approximately 5% of the net revenue of the company (41 million US Dollars in 2004). Its range of products in the United States is priced between 8,100 and 31,000 US Dollars. Annual sales for 2012 in total were 5.6 billion US Dollars, with net income at 624 million US Dollars, or 11% of the sales.