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.
The first Desmo Ducati was the very successful 125cc Gran Prix bikes of the late 1950s. These bikes were runners up in the 1958 World Championship. (Wilson 92) Ducati was building single cylinder bikes with shaft driven camshafts for fifteen years, when the company decided to move into the bigger bike market. The 750 went on sale in 1971, and a sports version appeared the following year. Later the capacity was increased to 900cc.
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).
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 addition, there are nearly 1,500 dealerships worldwide. Harley’s commitment toward continuous improvement is exemplified in the supplemental financial statements, Appendix section. Harley’s strategic objective is to continue to provide, safe, high technology heavyweight bikes and keep customer satisfaction at high levels. This quality vision more than doubled Harley-Davidson’s market share and increased its brand loyalty. Harley-Davidson’s products include: motorcycles, parts & accessories along with financing services.
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.
This led to the introduction of consumer financing, one of the fastest growing service areas in the motorcycle industry. MISSION Harley's strategic objective is to continue to provide safe, high technology heavyweight bikes and keep customer satisfaction at high levels. This quality vision more than doubled Harley's market share and increased its brand loyalty. EXTERNAL PLANNING PREMISES CUSTOMERS They can be divided into 2 categories men and women. Men.
; 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.
Bill Harley engineered the engine. He figured that he would need to make the cylinders reach the top of their stroke near simultaneous to take advantage of low range torque, and make the engine more dependable according to Rand Leffingwell, “Harley-Davidson; History & Mystique.” This created two lasting effects: The vibration and the exhaust sound for which Harley-Davidsons because famous. After the first 15 years, Harley-Davidson had established themselves as a fore-runner in the motorcycle market. The other prominent companies were Indian, Thor, and Excelsior. At the beginning of WWI, they were overwhelmed with orders from governments around the globe for bikes for the war effort.