Harley Davidson Motor Company

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Harley Davidson Motor Company

Introduction

Harley-Davidson Inc. is an American motorcycle manufacturer. Founded in Milwaukee, Wisconsin during the first decade of the 20th century. After 1977 Harley-Davidson has been selling only heavyweight motorcycles designed for highway cruising, with engine displacements greater than 700 cc. Harley-Davidson motorcycles, or "Harleys", are noted for the tradition of heavy customization that gave rise to the chopper style of motorcycle. Except for the modern VRSC and Street model families, current Harley-Davidson motorcycles reflect heritage designs of Harley. Early efforts of Harley-Davidson's to establish itself in the light motorcycle market have met little success and thus have largely been discontinued since the 1978 ever since the sale of its Italian Aermacchi subsidiary, however the company has re-entered the middleweight market in 2014 with its Street series of motorcycles.

Harley-Davidson sustains a large brand community which keeps active through clubs, events and a museum. Licensing of the Harley-Davidson brand and logo accounted for $40 million (0.8%) of the company's net revenue in 2010.

Mission Statement: “We ride with our customers and apply this deep connection in every market we serve to create superior value for all our stakeholders.”

Defined Objectives:

1. Build values for customers
2. Create customer’s confidence
3. Further international expansion

Where and How Does Harley Davidson Enjoys Competitive Advantage

Harley Davidson has a clear focused strategy for the heavy motorcycles segment where it enjoys competitive advantage over others.

Range of products and services being offered:

• Financial (providing financial support and lending to assist buying of HD products)
• Customization (Build to request and accessories provide customization of the product)
• Entertainment (Harley Davidson owners group)
• Rent
• Maintenance and Repair

Differentiation advantage:

• Sells experience, not motorcycles

To achieve this goal, Harley-Davidson focused on getting to the heart of what it takes to turn good experiences into amazing customer experiences, with intensive dealer engagement programs to enhance customer connect using in-store workshops on best practices for great customer experiences.

• Image of American life style

Harley-Davidson has a history of being the people’s bike during both the world wars, HD motorcycles were extensively used by the armed forces on the war front and the presence of the iconic brand through thick and thick of American history gives it a unique identity that reflects the American way of life.