Essay About Legendary Motorcycle Company And Harley-Davidson

Harely Davidson Situation AnalysisJoin now to read essay Harely Davidson Situation AnalysisHarley Davidson Situation AnalysisSituation AuditHistoryThe legendary motorcycle company, Harley-Davidson was founded in 1903, by William D, Walter, Arthur and William S. Harley right in their own backyard. By 1909, they had introduced the first V-twin engine, which is the company standard to this day. Harley-Davidson motorcycles were found to be useful during World War I, where they supplied 20,000 to the military. After this war, the depression threatened the motorcycle industry, and Harley-Davidson and Indian were the only ones to survive through the 1930’s. Then during the Second World War they found themselves in the light again, this time supplying 90,000 motorcycles. In 1953 their competitor, Indian closed and Harley-Davidson was the only American motorcycle manufacturer for the next 46 years. By 1970 the United States was importing motorcycles from Japan that were lower priced, imposing on Harley-Davidson’s market share. By 1986, after convincing the International Trade commission to remove tariffs on imported heavyweight Japanese motorcycles one year early, they regained their place at the top of the heavyweight market beating Honda. President Regan was amazed with the company and called them an “American success story.” After this, the company continued to grow and in 2003, Harley-Davidson Inc. celebrated their 100th year anniversary.

Mission and VisionThe mission of this company is to “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.” Harley-Davidson wants to have happy customers that will continue to buy this brand for life. Their vision states that they are an “action oriented international company,” and that they are committed to improving its relationships with stakeholders. They believe that through balancing their stockholder’s interests and the “empowerment” of employees to concentrate on valued activities they will find success and continue to be successful.

The Vision

Our mission and vision is to: • Promote the growth and development of high powered and affordable motorcycles, featuring the latest, most advanced electronic components and technology to increase the safety and reliability of the motorcycle, improving safety, performance and efficiency of all motorcycling riders across the country and to meet demand for the industry’s most advanced brand of motorcycle, Motorcycle® and personal safety mobility.

2.4   General Motors •

General Motors Motorcycling Company is proud to create the world’s largest and most technologically advanced motorcycle fleet, enabling the highest quality motorcycles in the world. The brand was founded by General Motors Motorcycle Co., Ltd., the world’s largest dealer of electric motorcycles and powered by a global brand, BMW, that has grown to become the world’s leading motorbike service provider and the leading battery manufacturers, leading leading brands across the world. BMW’s mission is to:

• Transform the road safety landscape, reducing the chance of serious injury after crashes, injuries and death by enabling more safety cars, which is by far the best way to reduce accidents and injuries. • Provide high-resolution displays of vehicle and road-safety data, such as the current number of fatalities every year in the US, as opposed to looking at vehicle models and accident data only, using driver-worn devices and other non-driver information.

The Model

General Motors Motorcycling Company is responsible for the manufacture and distribution of its automobiles. Through the United States Motor Vehicle Association, the Motor Vehicle Model Program (MVMA) is a nationwide, programmatic and strategic effort that has been designed to increase the quality and safety of motorcycles through changes in the way vehicles are manufactured, installed and operated. MVMA is made up of over 20 manufacturers from over 40 states and the District of Columbia, leading to an unparalleled quality of operation and an unmatched range of performance at affordable prices.

3 Michigan •

Michigan Motorcycle Manufacturing Co. specializes in the world’s best and brightest Michigan motorcycle brands, based on the principles of safety and performance as well as reliability and versatility that make BMW motorcycles the best all-around motorcycle for the job. The vision is to: • Promote the growth of motorcycle manufacturing, helping to create the most competitive motorcycle market in the country, making motorcycles the next leading brand in the market and redefining the motorcycle industry for the next four decades. • Promote its own low cost motorcycle manufacturing process, where a manufacturing facility is no longer needed to manufacture a motorcycle, providing efficient distribution of the motorcycles to more markets. • Establish partnerships to build brand new motorcycle production spaces in and around schools and departments and make its technology available globally to help meet demand for new business practices. • Provide the

Products and PricingThe Harley-Davidson company is divided into two segments; the motorcycles and related products, and financial services. The motorcycle and related product segment consists of motorcycles, motorcycle parts, accessories, and merchandise. The financial segment is the Harley-Davidson Financial Services, Inc. (HDFS). This company provides financial services to Harley and Buell dealers as well as consumers throughout the U.S. and Canada.

The heavyweight motorcycles are divided into four segments: standard, performance, touring and custom. Standard motorcycles stress simplicity and cost. The performance segment emphasizes handling and acceleration, hence the word ‘performance.’ The touring segment, just as the name implies, focuses on comfort for travel, and leisure. The custom segment allows consumers to basically build their own bike. Their custom motorcycles can cost up to 50 percent more than the competitions, and it is the segment that makes up the highest number of motorcycles. They make 28 different models of the touring and custom heavyweight motorcycles. These motorcycles range from $5,975 to $27,995.

The 883cc Sportster is Harley’s custom model that is priced competitively with other motorcycles available. This model’s purpose is to be a introduction bike for new customers. The hope is that consumers who buy this bike will come back and buy a higher priced bike the next time. There is market research which shows that 92 percent of consumers intend to repurchase, so there is a good chance that this lower priced bike will bring consumers back to get something more appealing.

The motorcycle line that appeals to the performance and standard segment is The Buell line. The retail prices of these motorcycles range from $8,795 to $13,700. In 2000, the Blast was introduced at a price of $4,595, as a smaller and lighter version of the Buell. This bike also offers a single-cylinder engine so more women are interested in this bike because it is easier to handle for first time users.

Marketing and DistributionThere are 630 Harley-Davidson dealers in the United States that offer full service. Marketing is done through dealer promotions, magazines and direct-mail advertising, customer events, and public relations. Some important events that this company participates in are sponsored racing activities, special promotional events, rallies and most importantly they participate in all the major motorcycle consumer shows, which draw in many potential customers and loyal customers. HOG is the “Harley Owners