Buell Motorcycle Company

Research and Development * Product strategy 5 years out * Innovation-Vrod, Buell Blast, lower seating on Sportster, sleeker Softail, first 6-speed Dyna D. Operational and Logistics * Poor quality during AMF ownership garnered bad name (W) * Approximately 50% of employees own bikes themselves. This contributes to knowledge and customer satisfaction (S) * Focus on motorcycles/related products (S) * Garry Berryman’s keiretsu began Continuous Improvement Teams to work

largest manufacturer of motorcycles in the United States. While Harley Davidson dominates the moto market in the United States, it is very small compared to the international market which is infiltrated with large Japanese firms such as Kawasaki, Honda and Yamaha who produce various categories of motorcycles. Harley Davidson has deep rooted brand equity in the United States and remains loyal in it’s style. It has also remained consistent in manufacturing only heavyweight motorcycles. By showcasing only

1. Company Overview Harley-Davidson Motor Company (HDMC) is one of the world leaders in the production, marketing and servicing of motorcycles in the US and throughout the world. The company manufactures a range of motorcycles and has established a network of dealerships in the US and overseas, and has a series of merchandising and selling strategies, including a growing financing business. The company is headquartered in Milwaukee, Wisconsin. In terms of distribution of revenue, Harley-Davidson’s

is about Harley-Davidson, Inc., which is the parent company for the group of companies namely Harley-Davidson Motor Company, Buell Motorcycle Company and Harley-Davidson Financial Services. Harley-Davidson Motor Company, the only major U.S.-based motorcycle manufacturer, produces heavyweight motorcycles and offers a complete line of motorcycle parts, accessories, apparel, and general merchandise. Buell Motorcycle Company produces sport motorcycles and Harley-Davidson Financial Services provides wholesale

Case Study Company Summary: Harley-Davidson is one of two American producers of motorcycles, and the nation 's #1 seller of the cruiser style of motorcycles. The organization offers 35 different models of custom and touring bikes through a worldwide network of more than 1,500 dealers. Harley models include the Sportster, the Fat Boy, and the Electra-Glider. The company also produces sport bike style motorcycles under the brand name of Buell. Other than its motorcycles, Harley-Davidson sells

95TH ANNIVERSARY Introduction & Situation Analysis Harley-Davidson has been a widely admired fixture in the motorcycle industry since the “golden years” of American motorcycle manufacturing (1900-1931), when at times there were as many as 200 different brands of American-made motorcycles. By 1930, the market had consolidation and the “big three” – Harley-Davidson, Indian Motorcycle, and Excelsior Supply – together accounted for 90% of the market (Ballon, 1997, p. 43). The Great Depression nearly

Finally, riders must feel that they are being offered an opportunity to find their own experience. Many of the barriers to entry with young people have been related to lack of knowledge about the products. There is a perception that Harley-Davidson motorcycles offers only high-end vehicles in the $20,000 price range; on the contrary, Harley offers several bikes that are below $10,000 (KOMPELLA, 2013). To combat these perceptions Harley-Davidson should employ the following marketing mix; product lines

Introduction Finish Current Situation 1. Current Performance  European market share has continued to grow. Finish needs %  Harley-Davidson controls nearly half of the market share for heavyweight motorcycles.  2007, Harley-Davidsons net profits and new sales were down.  Motorcycle shipments declined from 2006 to 2007. Harley-Davidson is currently unable to keep up with demand. 2. Strategic Posture Clarity- Mission, objectives, strategies, and policies are clearly states as outlined

Harley-Davidson, Inc. Introduction Harley-Davidson, Inc. since its inception has specialized in selling dream motorcycles that are of high quality and distinctive in styles. The company in the past have seen turbulent business environment to the extent of leveraged buyout, infiltration of foreign made bikes as well as government regulations. Yet despite these factors, Harley-Davidson continues to reap profits, yield high growth of approximately 15% a year and retain its customer base (Official

boy-toy. Less than 10% of motorbike buyers are women (CBS news, 2012). It is possible to see signs of moto lifestyles everywhere around Belstaff. In its history and its relationship with figures like the well-known bike’s lover Steve McQueen and motorcycle trial icon Sammy Miller (Belstaff official website, Adventures section, 2015). Signs in it’s products, being Belstaff a victim of its own product success;