Harley - Davidson Inc. Motorcycle Industry

Harley - Davidson Inc. Motorcycle Industry INTRODUCTION The purpose of this report is to develop a strategic corporate objective for HarleyDavidson Inc., a publicly traded, employee owned manufacturer of heavyweight motorcycles, recreational and commercial vehicles, military defense items, and small engines, distributing its products to domestic and world(prenominal) markets targeting all men and women of all ages. INDUSTRY AND COMPETITIVE MARKET The effort under study is the motorcycle industry consisting of five major manufacturers: one and only(a) American (Harley Davidson), and four Japanese (Honda, Yamaha, Kawasaki, Suzuki) and some European companies (mainly BMW of Germany and some other Italian companies). Most companies market their motorcycles and accessories on a worldwide basis, handling international trade through foreign distributors and domestic sales through franchised outlets. Industry sales of motorcycles were shrinking in the early l990s because of the recession and the competition from computers and electronic products decreasing consumers discretional income. Sales of accessories and parts make up 36% of agree retail sales and is a viable area for producers to explore because mass want something to differentiate their bikes.

Previously, motorcycles were viewed as a cheap means of transportation. By 1992, they came to be viewed as a recreational, or a luxury item. This brisk perception of motorcycles direct to the introduction of more expensive models with prouder prices. This led to the introduction of consumer financing, one of the fastest growing service areas in the motorcycle industry. MISSION Harleys strategic objective is to continue to provide safe, high engineering science heavyweight bikes and keep customer satisfaction at high levels. This quality vision more than doubled Harleys market care and increased its brand loyalty. EXTERNAL PLANNING PREMISES CUSTOMERS They can be dual-lane into 2 categories men and women. Men.A. Men... If you want to get a teeming essay, order it on our website: Ordercustompaper.com

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