Harley is a one of the 100 year old companies on the earth and already has a unique brand name. Harley Davidson name remind much more thinks to customers than its competitors. All they have to do is to protect this concept and lower prices. Also Harley Davidson should develop some custom models for European and Asian markets that for example having less noise or user friendliness in traffic etc.
2. Can Harley continue to survive on image?
Harley Davidson means escape. In these days cosmopolite life customers that have dense life also need to escape. Harley Davidson suggest its customers this experience that "whatever happens, ride your Harley Davidson and escape from this cruel world". Harley Davidson should pump this aspect with marketing, shows, organizations etc.
3. What will it take to make Harley-Davidson successful in the future?
Harley Davidson has already the hard one that is a unique brand. Now Harley Davidson has to use this brand and offer textiles, accessories even restaurants to customers that want to escape but not with motorcycles. Customers have to taste this experience not only with riding motorcycles.
4. Evaluate the strategic plan Harley is currently pursuing, and develop or recom¬mend a strategy for the future of the company.
Harley Davidson has to change its mission slowly, not remaining only major American motorcycle manufacturer. Harley Davidson should be a company that provides escape experience to customers however. It may offer a new life style.
Harley Davidson has to power its Related Products and Financial Services and support this division with Motorcycles and other manufactures. [continues]
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