importance of understanding consumer behavior‚ let’s look first at Harley-Davidson‚ maker of the nation’s top-selling heavyweight motorcycles. Who rides these big Harley “Hogs”? What moves them to tattoo their bodies with the Harley-Davidson emblem‚ abandon home and hearth for the open road‚ and flock to Harley rallies by the hundreds of thousands? You might be surprised‚ but Harley-Davidson knows very well. The Harley-Davidson example shows that many different factors affect consumer buying behavior
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branded products and services in selected market segments.” 1A. Executive Summary Harley-Davidson‚ Inc. is a world-wide corporation that offers a wide variety of motorcycles. Although Harley-Davidson is extremely well known for its motorcycles‚ the products it offers goes far beyond that. They have a large assortment of MotorClothes apparel and accessories‚ and genuine motor accessories. Harley-Davidson has 595 dealerships located in various regions throughout the United States. They also have
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* Mission Statement Our diversity mission is to foster a culture that integrates diversity and inclusion into all aspects of the business in order to further fulfill dreams through the experiences of motorcycling. * Vision Statement Harley-Davidson values‚ embraces and celebrates diversity in order to develop and continuously improve mutually beneficial relationships with stakeholders to fulfill dreams and provide extraordinary customer experiences in an increasingly dynamic‚ diverse and global
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Strategic Management ASSIGNMENT 1 Academic Report – Harley-Davidson WORD COUNT: 5492 Main Body: 3300 Appendix: 2192 TABLE OF CONTENTS 1.0 Introduction…………………………………………………..…..3 2.0 Business Level Strategy ...………………………………….....3 2.1 Cost Leadership…….…………………………………..5 2.2 Differentiation Strategy…………………………….......6 2.3 Focus Strategy………………………………………….7 3.0 SWOT Analysis………………………………………………….7 4.0 PESTLE Analysis…………………………………………….....9 5.0 Corporate
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public an expanding lineof motorcycles‚ branded products and services in selected marketsegments ”Vision Statement says: “Harley-Davidson is an action-oriented‚ international company‚ a leaderin its commitment to continuously improve [its] mutually beneficialrelationships with stakeholders (customers‚ suppliers‚ employees‚shareholders‚ Government‚ and society). Harley-Davidson believes thekey to success is to balance stakeholders’ interests through theempowerment of all employees to focus on value-added
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Revving up sales at Harley-Davidson There is a mystique associated with a Harley-Davidson motorcycle. No other motorcycle _ in the world has the look‚ feel and sound of a Harley-Davidson. Demand for Harley- Davidson motorcycles outweighs supply even though the company produces 300000 motorcycles a year‚ which generates over USS4 billion in revenue. Some models have a two-year waiting list. The company recently won a number of awards‚ including being rated: 2nd in ComputerW0rId’s Top 100 Best Places
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analysis on Harley-Davidson‚ Inc. (Harley)‚ number 458 on the 2012 Fortune 500 list (Fortune‚ 2012). Company Overview Harley is one of the leading organizations in the world for producing heavyweight (>650 cc) motorcycles. The company not only produces and sells motorcycles‚ but a wide range of associated products‚ including parts and accessories‚ clothing and apparel‚ and financial services. Harley-Davidson‚ Inc. is divided into two operating segments: Harley-Davidson Motorcycle Company
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1. As CEO of Harley-Davidson I would compare the advantages and disadvantages of using exporting for example giving the market access into a new marking‚ making us able to maximize revenue in a short amount of time. A disadvantage would be being viewed as an outsider making it harder for people to feel comfortable with the product. Joint ventures agree too much faster and less costly access to foreign markets. It also decreases the start up cost to the international partner. A disadvantage of a joint
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Abstract This paper will try to analyze‚ if Harley Davidson has followed the traditional customer driven mar-keting way by following the path to create customer value and later getting the value back and the behavior of the customers can affect the demand for its bikes. The value streamis: • Understanding market place and customers need and wants • Designing a customer driven marketing strategy • Construct an integrated marketing strategy that deliver superior value • Build profitable customer
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advantage? Question 1: Identify Harley-Davidson’s strategy and explain its rationale. The fundamentals of the Harley-Davidson business strategy turn around three main points: The products‚ the relationship between the company and consumers‚ and the distribution network. First of all‚ before I explain these three policies‚ we can try to see what was the problem that Harley-Davidson had to solve‚ and why it needed a real strategy to possess a higher competitive advantage. Actually‚ how the firm could
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