Harley Metamorphosis :: essays research papers

In the course of the past 100 years the world had undergone a great metamorphosis. deuce world wars and astronomical leaps and bounds in technology have changed our lives forever. But one thing remains unchanged Harley-Davidson is still the undisputed leader in manufacturing and selling bikes. Created in 1903 in the Davidsons backyard a new company rose and established itself as a force within the internal conflagration transportation industry. It is not surprising that Harley has been around for 100 years, all one needs to point to is their mission tilt. According to their 2001 annual report, Harley-Davidsons mission statement is as follows, 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. Through their strong mission to coiffure their customers, Harley Davidson has amassed numerous strengths that keep the company as a le ading innovator in the motorcycle industry. One of these strengths is buyer loyalty. According to the case, more than 92% of its motorcycle customers intend to repurchase. This is especially important because it shows that customers be satisfied when they buy a bike from Harley-Davidson. With brand loyalty recognized, Harley created H.O.G (Harley Owners Group) organization which now stands at 660,000 members worldwide and allows Harley enthusiasts to gain ground and share their love of Harley Davidson motorcycles together. Some of the other major strengths are their 500+ international retail outlets, being the leading seller of domestic motorcycles for the past 17 years, as well as having their own financial organization which has financed more than 86,000 Harleys and continues to see increased income year after year. Along with any companies strengths are threats that could be problematic. Harleys major threats include new companies penetrating their market and strategic alliance s. In November of 2001, Kawasaki & Suzuki formed a strategic alliance which made them bonnie a power as Harleys 2 competitor, Honda. Also in 1999, Polaris entered into the motorcycle market. Although small now, Polaris has major name recognition and in the future could be a major threat to Harleys United States market. Other threats right now include the decline in motorcycle sit in Europe. Stricter laws are partly to blame because there are fewer riders on the road and consequently lower sales. If the decline continues Harley may want to see their position in the European market.