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This presentation include all about harle & devinson
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Harley – Davidson: Harley Style and Strategy Have Global Reach
PRESENTED BY :-Avinash YadavDheeraj SardaHitesh Chawla
Vishal Kashyap
Agenda
• Harley Davidson Overview
• Case Study Analysis
• Review Questions of Case Study
Harley Davidson Overview
Harley Davidson Overview
• Established in 1903 by William Harley, Walter, William and Arthur Davidson, in Milwaukee, United States of America.
• Manufacturing Heavyweight custom and touring motorcycles and related products.
• Harley is the only major American manufacturer of heavyweight Motorcycles.
• WWI and WWII encouraged growth for the company due to the militaries demand for HD’s economical motorcycles.
• After WWII, the improved American economy, and higher demands for HD bikes encouraged the company to expand its efforts and purchases additional manufacturing capacity.
Case Study Analysis
Case Study Analysis
• Started in 1903.
• Till 1950, Harley is the only remaining American manufacture in
Motorcycles.
• In year 1960, HD takeover an Italian motorcycle firm.
• In 1969, American Machine and Foundry Co. (AMF) took over
Harley and increased their production.
• Rapid expansions leads to poor quality, which makes an entry for
Japanese motorcycle company began to takeover the market.
• In 1981, Harley Davidson was bought by 13 managers.
Management kept the Harley style and focus on company
strength.
• In 1983, H.O.G. membership soared to more than 750,000
members till 2003.
• Till 1992, company improves quality and expansion is done.
• In 1996, approximately 100,000 per year.
• From 1997 to 2001, increase in production is seen.
Case Study Analysis
• Harley bikes were sold as a “aging baby boomers”, but they want
to sell that bike as sense of adventure.
• From 1980s, company started selling their product in
International market.
• Advertisements were made on the basis of the culture of that
particular country.
• Harley also started selling their accessories for riders protection.
• In 2002, Harley had 30% market share in worldwide, where as in
United States have the largest market share.
Case Study Analysis
• In Europe Harley ranked sixth with 6.6% market share.
• Largest market share for year 2000 - 2002. (21.3% market share)
• Marketing policies are changed according to the country’s
culture.
• Symbol of prestige in Japan.
• Deals in Women bikes too, with a market share of 9% - 11%
every year.
• Consecutive performance of 17 years of company shows a bright
future ahead.
Case Study Analysis
Review Questions of Case Study
Describe Harley-Davidson's international business strategy. Would you consider Harley to be a multinational corporation?
• Main International business strategy is to bring “American dream” overseas.
• To capture the global market, they have created different marketing strategies within different cultures to appeal to potential customers.
• Harley has influenced German and Japanese cultures with their products and can definitely be considered a multinational corporation.
• They not only have major influences in these two countries, but Harley also has a joint venture with Porsche in Germany to further expand their horizons in the industry
If you were Harley's top management, in which regions of the world would you consider expanding?
• Every one on this planet want Harley, they can expand their business in any country.
• Highly beneficial to expand in fast-paced society, who wants faster and better transportation.
• They can target to the cities with high population, where motorcycle is handy.
• Not only will they be traveling faster, but they will also be doing it the “American” style.
Evaluate Harley-Davidson's decision not to produce overseas. What would be the advantages of overseas production? What problems might the company encounter if it does manufacture abroad?
• Promote the “American Dreams” Overseas.• “Made in USA” label• Advantage of Overseas production are: -
• Cheap raw material Overseas than in USA• No Shipping cost• Shorter Turnover period (No Shipping time)
• Problems of Overseas production are: -• Follow overseas country law’s• Cultural Differences (language, etc)• Environmental Challenges (Availability of Raw
Material)
Harley appears to have moved from providing a product (motorcycles) to providing a service (a way of life). Discuss how this movement from products to services may have affected the company.
• Teerlink wanted to represent the “sense of adventure” they get from the bikes
• They weren’t just motorcycles, but a way of life, the American life.
• H.O.G (Harley Owner Group) was created to joint all the Harley owners and can ride together, like a family.
• Placing more value onto their products would appeal more to potential customers, and thus would help in expanding their marketing horizons.
• Increase in number of customers.
Thank You