An Analysis of Harley-Davidson's Strategy

 
 
 
 
An Analysis of Harley-Davidson's Strategy

The Harley-Davidson eagle logo is one of the world's 10 most-recognized brands, behind McDonald's, Coca Cola, and Microsoft(Johnson & Scholes 1996;Nee 1998; Mintzberg 1994) and, in 2002, the company celebrated its 100th Anniversary. In the company's annual report for 2002, published on its website, the Chairman of the Board, Jeffrey L. Bleustein, stated that the company, in 2002, produced 263,653 motorcycles "a 12.5% increase over 2001. In turn, motorcycle revenue was up 18.3% to $3.16 billion. Anticipating another strong year, we have set a production target of 289,000 units for 2003. In the United States, Harley-Davidson retail sales climbed nearly 18% in 2002. As the undisputed leader in the domestic heavyweight motorcycle market, we are also steadily growing our business in other regions of the world" (Bleustein 2002).

Financial analysts and market observers tend to track Harley's recent growth as a result of a strategy of innovation that began in the 1960s when Harley, which had for all practical purposes owned the market for heavy road machines was passed by Honda which was using several techniques of "Just in Time" manufacturing to pare costs, increase productivity, and compete with Harley (Davidson 2002). Davidson, in his historical account of the company (written as the grandson of one of the founders, admits that the company underestimated the threat of the Japanese imports, and let some design i

     
 
 
 
    

 

Related Essays

HARLEY-DAVIDSON The decisions for marketing stra .... External Analysis Harley-Davidson Motorcycle Company was established in 1903 by William Harley, Walter, William, and Arthur Davidson, who built their first .... (1884 8 )

AMF Acquisition of Harley-Davidson .... 80 Data Analysis ..... .... is proposed that will investigate the merger of American Machine and Foundry (AMF) and Harley-Davidson Co. .... (9560 38 )

Harley-Davidson's Marketing Strategy .... for financial analysis, provide insight as to how well the company is positioned to meet marketing challenges and obligations. Harley Davidson is in a unique .... (4069 16 )

Miller Brewing Miller Brewing Case Analysis Industry Analysis The US Brewing Industry has experienced give .... In May of 2002, the company joined Harley-Davidson Motor Company in .... (2270 9 )

THE IMPACT OF JIT INVENTORY CONTROL ON ACCOUNTING .... The Importance of Inventory Control Inventory, for this analysis, is considered to .... For instance, when Harley-Davidson adopted JIT in the early 1980s, the .... (2664 11 )


Category: Business - A
 
 
 
Common Topics
 
 
 
 
 
 
 
Click Here to Get Instant Access to over 32,000 Professionally Written Papers!!!
 
 
 
Join Now  
 
 
 
 
 
Saved Papers  
 
 
Save your essays here so you can locate them quickly!
 
 
 
Testimonials  
 
"Great site, I got a lot of new ideas I would have never thought of before."
Nate A.
 
"I love this site!!!"
Marie H.
 
"Thank you for making such a high quality site! Your papers are the best I have seen around"
Debbie B.
 
"Your site was very helpful and gave me the details I needed in order to complete my essay!!!"
Mike F.
 
"This site is an excellent vehicle for quick referrences. Thanks a bunch!"
Carla T.
 
 
 
 
Copyright © 2007 - 2014 Lots of Essays. All Rights Reserved. DMCA