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Harley Davidson
contents
History
Products
Market Share
Target Market
Promotion
Marketing
History
William Herley and Authur Davidson established Harley-Davidson in 1903.
Become the largest motorcycle manufactururer in the world through World Wars.
Crisis because of other competitors.
Start BUY BACK program in 1987.
Today, Harley-davidsons are all over the world.
Products
SPORSTER
DYNA
SOFTAIL
VRSC
TOURING
Market Share
WORLDWIDE
NET REVENUE BY PRODUCT LINE
Dollars in millions
76.5% HD MOTORCYCLES
15.3% PARTS&ACCESSORIES
5.6% GENERAL MERCHANDISE
2.2% BUELLMOTORCYCLES
0.4% OTHER
WORLDWIDE
NET REVENUE BY REGION
Dollars in millions
68.7% UNITED STAES
16.2% EUROPE
5.0% JAPAN
4.6%CANADA
3.0%AUSTRALIA
2.5%REST OF WORLD
MARKET SHARE
U…(생략)
1.Women Riders
2. Ethnic Markets ?Blacks and Hispanics
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and Hispanics
Strategy to compete
Under AMF ownership, products were unreliable and had poor performance
Networks of dealers ran greasy, run-down shops
HD was reincorporated in 1981
In attempt to win customers back, management started to meet up with customers
Improving products quality
One of the first US companies to use:
Just in time inventory policies
Statistical processes
Employee involvement programs.
Motorcycle rallies and Bike events
Improving dealer networks
Maintain clean, attractive stores
Showrooms offered clothing items, accessories, in addition to new motorcycles.
HOG Membership
Local clubs where HD owners can socialize and ride with other owners
Gives the sense of community
Culture Marketing
H.O.G Rally the Korean chapter - Motorcycle touring festival held twice a year. Thousands of people gather from around the country. Raise money to help poor students.
It’s time to ride motorcycle with Sensitivity!
Advertising
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