Task:
Find out what what Finance, Operations, Human Resources, Information Technology and Reasearch and Development strategies that Harley Davidson uses.
"The A Team"
Harley Davidson Inc. 2008
Mission:
To fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles, branded products and services in selected market segments.
Objectives:
To continue to increase the growth of the company in accordance with the growing demand for motorcycles
To continue to provide high quality motorcycles to its consumers
Case Issues:
How to remain competitive through the recession with the entrance of its Japanese competitor
How to increase sales for a younger demographic
How to attract more women customers
How to create lifetime customers at a younger age
How to regain market share from its Japanese competitor
How to differentiate its bikes through innovation if it intends to hold its premium position
Strategies - Differentiation
Marketing
Has cultivated close relationships with dealers and provided a full line of products, such as clothing, to expand the profitability of the
Harley brand
Advertises through national television, print, radio, direct mailings and the Internet
When a person buys a Harley-Davidson motorcycle, they receive a free 1-year membership to the Harley Owners Group (HOG), which was developed in 1983 as a program to keep people active with their Harley
Dealerships were able to integrate mobile marketing and a social campaign by inviting new and existing customers to opt-in to a mobile text messaging club. Customers were able to receive updates via text messaging about special sales, events and members-only deals.