The introduction of a new, better-handling chassis in 1972 brought a change in character for the V-twin. The first sporty 750s were followed in 1976 by a long line of Le Mans models. (Wilson 103) Though some of these companies suffered many hardships on their road to success, they are all still making motorcycles, and some still winning world championships. Ducati has grown to be in most motorcycle enthusiast eyes as the greatest motorcycles ever built. They are still known for sleek design, superb handling, and extreme speed.
Through this celebration, we can see how recognized this brand is for the owners, or should I say fans. Indeed, this case also shows how the strategy and the marketing of Harley-Davidson are good; because Harley has fans and they will do all they can for their bikes and their brand. For its 100th year, Harley Planned for selling 290 000 bikes. And in 2002, the firm reported a gross profit of US$ 1.4 billion on US$ 4 billion sales. But, its history has never been so easy.
At the beginning of WWI, they were overwhelmed with orders from governments around the globe for bikes for the war effort. This allowed Harley-Davidson to almost triple the size of their manufacturing plant, which is still located in the same place in Milwaukee. These orders brought greater economic prosperity to all the motorcycle companies of the time but especially Harley-Davidson. Harley-Davidson became very involved with racing between 1915 and 1925. They have continued to stay involved in racing ever since, but with much less success since they had to start competing with Japanese companies.
HOG eventually became a big success as the company continued to grow. Within six years from when the club started, it had 90,000 members, but now it is the biggest motorcycle club in the world with over 500,000 members. This is partly because Richard had helped Harley-Davidson became an international brand, which attracted more members to the club. In 1987, the company petitioned to the International trade commission to end the 5-year tariffs on heavyweight motorcycles, which was the same tariff Harley fought to lower their competition 's market share (Harley-Davidson Museum). This shows the confidence in the management and leadership style of Richard Teerlink to bring back Harley Davidsons ability to compete in the
This helped to build its coveted image into more of an exclusive club. In the 1990’s, Harley Davidson saw tremendous growth and looked for resolutions to its one problem of balancing production with its soaring demand. In 1996, Harley announced “Plan 2003”. “Plan 2003” was a huge undertaking to increase its production capacity, introduce several new models and increase international expansion. At the end of this planned expansionary period, Harley’s sales had grown tenfold over just 23 years.
Harley consumers are prideful of their bikes, it fits their needs whether they are traditional or not, there is a bike for everyone. Most motorcyclist love the sound of the engine. Harley has hit their products to satisfy all of their customer’s needs. To show how much they stand for what America is today, on the actual bikes, there is an American flag and the eagle. Those symbolic figures are representing the passion and freedom Americans love to enjoy.
While maintaining a level of success in these areas, they have managed to increase their revenues for the last sixteen years straight. Even in the economic downturn of the last year, Harley-Davidson posted record revenue and earnings. Harley-Davidson states their mission as “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.” They have performed wonderfully over the past hundred years, and have not forgotten their mission or where they came from. Over the years they have stuck with the things they know, and also expanded into related services and products. Out of the 151 motorcycle manufacturers, Harley-Davidson and Indian were the only two companies to survive the Great Depression.
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.
Harley Davidson This report examines the Harley-Davidson phenomenon. From near bankruptcy to double-digit growth every year, Harley-Davidson has something working for them. That something is called ”strategic planning and development.” With the growing global economy, companies are looking for ways to improve their market share. Many excellent firms have learned how to beat their competitors through the implementation of new management, marketing, and/or manufacturing techniques. Harley-Davidson is one of those excellent companies whom has challenged traditional ideas.
On the front door there was roughly carved sign that read, “The Harley-Davidson Motor Company.” From this tiny beginning H-D grew to become the ruler of the American motorcycle industry (Harley-Davidson.com). Arthur’s brothers Walter, and William Davidson soon joined up and they began expanding the motorcycle industry. About this time H-D filed articles of corporation, and the stock was spilt four ways amongst the Harley’s and the Davidson’s. This begins a family tradition that still thrives today. H-D rapidly expanded and grew in popularity.