Harley Davidson Case Analysis Essay

Harley Davidson Case Analysis Essay

Length: 1791 words (5.1 double-spaced pages)

Rating: Powerful Essays

Open Document

Essay Preview

Harley Davidson Case Analysis

In 2007, Harley Davidson was the world’s most profitable motorcycle company. They had just released great earnings and committed to achieve earnings per share growth of 11-17% for each of the next three years. Their CEO of 37 years, James Ziemer, knew this would be an extremely difficult task seeing Harley’s domestic market share recently top off at just under 50%. The domestic market was where Harley’s achieved the most growth over the past 20 years and with it leveling off, where was Harley going to get the 11-17% was the million dollar question.
Harley Davidson has built a brand that is more than just the spread eagle on a load rumbling motorcycle, but for those who purchase a Harley they are purchasing a lifestyle, an experience, or piece of American culture if you will. Due to this differentiating factor Harley has been able to charge a premium for its products and still be successful against its lower priced competition. Harley built upon this lifestyle when it created the Harley Owners’ Group (HOG). Harley would promote shows, rallies and rides through HOG in the US and even in other countries. 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. However in 2007, domestic demand was starting to slip, as several economical factors...


... middle of paper ...


...ties across Europe. The advertising would more than pay for itself by increasing Harley’s sales volume. The new motorcycle developed with the European rider in mind would better compete with the other major producers in Europe.
Third, I would implement an advertising plan in several major cities throughout the US focusing on Harley’s fuel efficient motorcycles and the pride in owning a Harley. With the fuel prices around $4 a gallon, there truly is no better time to own a motorcycle, so why not a Harley? I believe motorcycle sales will increase as gasoline prices increase, so it shouldn’t be difficult to recoup the expense of any advertising.
In conclusion, I feel Harley can achieve it growth goals by reducing component manufacturing costs, improving its product offering in Europe and through a smart advertising plan in both North America and Europe.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Harley Davidson Case Analysis Essay

- Despite their conception in 1903, Harley-Davidson and the motorcycle industry as a whole didn’t really take off until after the Second World War. Many people rode motorcycles during the war, with Harley-Davidson themselves supplying almost 90,000 motorcycles for the U.S. military during this time. Many veterans chose to purchase motorcycles upon returning home, as they enjoyed riding during the war and wanted to continue riding in their civilian life. This generation known as the "baby-boomers" quickly became the main target audience for many of Harley-Davidson’s marketing efforts....   [tags: Business Case Study]

Free Essays
1730 words (4.9 pages)

Harley-Davidson Performance Analysis Essay

- Harley Davidson Performance Analysis There are many ways to analyze the performance of a company, some more popular than others. According to the Barney text the accounting method is the most popular way of measuring a firm's performance (Barney, 2002). Some of the reasons for the popularity could include the fact that accounting measures of performance are publicly available on many firms and they communicate a great deal of information about a firm's operations. Other methods of performance analysis include firm survival and the multiple stakeholder approach....   [tags: Case Study Harley Davidson Motorcycle]

Free Essays
1508 words (4.3 pages)

Using RFID Technology to Replace Bar Codes and Scanners in the Harley-Davidson Company

- Overview of the Case Study Harley-Davidson (H-D) and other companies that have many manufacturing plants or production units and various dealerships may consider implementing RFID technology as a means of increasing the efficiency of all parts of its supply chain. An abstract from Columbia Electronic Encyclopedia describes Radio-frequency identification (RFID), as a technology that uses radio waves to transmit data and uniquely identify an animal, person or thing. This case study looks at the potential use of RFID technology to replace bar codes and scanners in Harley-Davidson supply chain....   [tags: Business Case Study, Analysis]

Powerful Essays
1716 words (4.9 pages)

The Advantages Of Harley Of Using Exports Essay

- One of the advantages to Harley of using exports is that their business has been growing across borders and generations. Many of their total productions of motorcycles were shipped to international markets. Moreover, the company expands its sales without concerning if the market is good or not good because their lost is very low. On the other hand, one of the disadvantages is that the price for their product is so high, which lead to lack of competitive advantages with other local brand. Another disadvantage is the market diffusion and infusion are very small....   [tags: Corporation, Subsidiary, Harley-Davidson]

Powerful Essays
847 words (2.4 pages)

Essay on Motorcycle Market: The Case of Harley Davidson

- ... The company managed to cultivate a new customer market segment for the big bikes. SWOT Analysis of the Case SWOT is an acronym that simply stands the strength, the weaknesses, the opportunities available and the threats that the company faces. Every business organization or entity always has its points of strength, its weaknesses in terms of how it conducts its businesses. Furthermore, there are always opportunities that are available to any company in addition to those factors or issues that the company faces which are threats to the success of the business....   [tags: beals, improvement, company, progress]

Powerful Essays
1207 words (3.4 pages)

Harley Davidson Essay

- 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....   [tags: essays research papers]

Powerful Essays
2992 words (8.5 pages)

Harley-Davidson Motor Company Essay

- Introduction Harley-Davidson Motor Company is an American manufacturer of motorcycles based in Milwaukee, Wisconsin. The company sells heavyweight motorcycles designed for cruising on the highway. Harley-Davidson motorcycles (popularly known as "Harley") have a distinctive design and exhaust note. They are especially noted for the tradition of heavy customization with its special engine roar and signature teardrop gas tank which is considered a unique experience that symbolizes the best of the American dream....   [tags: Business Case Study]

Free Essays
1348 words (3.9 pages)

Harley Davidson International Management Essay

- 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....   [tags: essays research papers]

Powerful Essays
5955 words (17 pages)

Harley Davidson Essay

- Overview Harley-Davidson’s management had much to be proud of as the company wrapped up its Open Road Tour centennial celebration that began in July 2002 in Atlanta, Georgia, and ended on the 2003 Memorial Day Weekend in Harley’s hometown of Milwaukee, Wisconsin. The 14-month Open Road Tour drew large crowds of Harley owners in each of its five stops in North America and additional stops in Australia, Japan, Spain, and Germany. Also during its 2003 centennial year, Harley-Davidson was named to Fortune’s list of “100 Best Companies to Work For” and was judged third in automotive quality behind Rolls-Royce and Mercedes-Benz by Harris Interactive, a worldwide market research and consulting fir...   [tags: Business Management Essays]

Free Essays
4253 words (12.2 pages)

Harley Davidson Analysis Essay

- Harley Davidson Analysis We think it would be interesting to quote first Harley-Davidson's mission, in order to get a first approach of what is the purpose of the company from their point of view. The mission talks first about dreams, rather than motorcycles, which is what the public has in mind. This mission says: "We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments." We are going to see how their promotional strategy keeps the track of their mission statement, and how they try always to fulfill those dreams....   [tags: Business Analysis Harley Davidson]

Free Essays
1339 words (3.8 pages)