Harley-Davidson Diversification

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Executive Summary

Harley-Davidson, Inc. is primarily in the business of recreational vehicle. Harley-Davidson was incorporated in 1981 and is based in Milwaukee, Wisconsin. Harley-Davidson is a true American success story. From their modest beginnings in Milwaukee, Wisconsin to one of the most recognized company names worldwide, they have been passionate about motorcycles.

Harley-Davidson, Inc. has a moderate to high level of diversification in the motorcycle industry. The corporation owns and operates in many countries world wide, and has plans to enter more when the time is right.

Harley-Davidson, Inc. has brought many jobs to local areas and made many joint ventures and projects to help the community and the company. The company has been looking at what did and still does make them the number one seller of motorcycles in the United States and World wide.


Harley-Davidson, Inc. is a company over 105 years old that designs, manufactures, and markets heavy weight motorcycles, motorcycle parts, and accessories, as well as collectibles and riding apparel. The world wide area of Harley-Davidson incorporate is a large area with a world wide network of more than 2,000 dealers. The company has a low to moderate level of diversification where seventy-five to ninety percent of the revenue comes from a single business (Hitt, 2010, p.160). The company has firm control over the market, and has many competitors in the United States as well as other parts of the world. The competitive strategy used by Harley-Davidson is a highly differentiated range of products combined with a build-to order manufacturing capability. Harley-Davidson also attributes their success to their loyal company base, and a long-term strategy of building the perfect workforce in their company. By obtaining a diversified work force, Harley-Davidson will bring fresh ideas and perspectives to the table in hopes of uncovering techniques to charm and interest...
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