harley davidson
BA 304 Marketing Management (Spring 2014)
Submitted to Dr. Hibshoosh Aharon
Case Analysis 3
Harley Davidson’s
Presented By
Kornravee Samuthphong
Student ID# 8551
Group 8
Synopsis
According to the documentary, Harley Davidson Motor Cycles Company was founded in 1903 and the celebration of 100th year anniversary was in the summer of 2003. Harley has tried to explore some of the history of the company. Harley Davidson Motor Cycles Company and its products such as motorcycles, merchandise that saw Harley Davidson Motor Cycles Company become an American icon.
The video presents a Harley riding family as they venture from California to Milwaukee. The film presents footage of these popular machines, along with a look at the various types of people who consider themselves motorcycle enthusiasts. Having imbedded into films, movies, and American culture, the high quality motorbikes became American legends ranking Harley Davidson Motor Cycles Company brand, logo and name among the world’s leading companies. In incense Harley Davidson is the Spirit of America. But Harley Davidson Motor Cycles Company offered a unique product during this period of 100 years such that there were high barriers for entry for other competitors into the high quality motorbikes that it offered to its most popular market, the American people.
Financial difficulties in the 1970’s led to the parent company, AMF putting the motorcycle division up for sale. Lack of buyers, a group of Harley managers bought out the company and rescued it with a business turnaround that included brand extensions into licensed goods, such as apparel and related accessories. Now a publicly owned company, Harley has scored double-digit growth for eighteen consecutive years. Harley transformed itself into a strong marketing company with a focus on lifestyle image and product quality.
A traveling group of bikers, Ice Cream Men From Hell, who meet up with new friends along their route
Submitted to Dr. Hibshoosh Aharon
Case Analysis 3
Harley Davidson’s
Presented By
Kornravee Samuthphong
Student ID# 8551
Group 8
Synopsis
According to the documentary, Harley Davidson Motor Cycles Company was founded in 1903 and the celebration of 100th year anniversary was in the summer of 2003. Harley has tried to explore some of the history of the company. Harley Davidson Motor Cycles Company and its products such as motorcycles, merchandise that saw Harley Davidson Motor Cycles Company become an American icon.
The video presents a Harley riding family as they venture from California to Milwaukee. The film presents footage of these popular machines, along with a look at the various types of people who consider themselves motorcycle enthusiasts. Having imbedded into films, movies, and American culture, the high quality motorbikes became American legends ranking Harley Davidson Motor Cycles Company brand, logo and name among the world’s leading companies. In incense Harley Davidson is the Spirit of America. But Harley Davidson Motor Cycles Company offered a unique product during this period of 100 years such that there were high barriers for entry for other competitors into the high quality motorbikes that it offered to its most popular market, the American people.
Financial difficulties in the 1970’s led to the parent company, AMF putting the motorcycle division up for sale. Lack of buyers, a group of Harley managers bought out the company and rescued it with a business turnaround that included brand extensions into licensed goods, such as apparel and related accessories. Now a publicly owned company, Harley has scored double-digit growth for eighteen consecutive years. Harley transformed itself into a strong marketing company with a focus on lifestyle image and product quality.
A traveling group of bikers, Ice Cream Men From Hell, who meet up with new friends along their route