Harley-Davidson Strategic Plan

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Executive Summary Harley-Davidson, Inc. was founded in 1903 in Milwaukee, Wisconsin. It was one of only two U.S. motorcycle manufacturers to survive the Great Depression. From 1950 to 1980, H-D struggled to survive a difficult time in its history. During those years, they developed a poor reputation for quality and performance. Were it not for the federal government’s intervention, Harley might have gone out of business. Fear that major U.S. manufacturers like Harley-Davidson would be crushed by foreign competition provoked the government to impose a series of high tariffs. Japanese motorcycles in particular pose a significant threat to Harley’s profitability.
Finally in the late 1980s and early 1990s, Harley was able to recover its image as a quality motorcycle company. Coupled with an improving economy, H-D was able to restore itself to profitability. As the brand became more respected, sales from non-motorcycle paraphernalia took off and now represent a significant portion of the company’s revenues.
Strengthened by its recovery, Harley has managed to expand its operations and sales dramatically in recent years. They have expanded their global market extensively to include South America and Asia. In 2010, they even opened five dealerships in India.
Harley strives to stay up with current and emerging trends. They have developed an environmentally friendly stance that center on what they call their “sustainability strategy”. They have been vocal about their efforts to reduce waste in manufacturing as well as promoting the fuel efficiency of their bikes.
Harley is involved in a number of initiatives to promote their brand name, such as their collaborative efforts with Ford Motor Company and Craftsman tools. These efforts place the Harley name on Ford Trucks and Craftsman tool boxes.
Harley appears to have learned from their mistakes of the past. They recognize the need to produce a quality product and to aggressively promote and advance



References: DeBaun, K. (2013, May 3). Harley-Davidson Is Fairly Valued. Retrieved from Seeking Alpha: http://seekingalpha.com/article/1400361-harley-davidson-is-fairly-valued?source=yahoo Harley-Davidson. (2013, May 3). 2012 Chariman 's Letter. Retrieved from Harley-Davidson: http://ar.harley-davidson.com/letter.php

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