Within this spectrum of understanding, a product’s brand is understood as a dynamic entity constituted by consumer and community engagement. Further considerations examine the economic and identity-forming elements of brand design. This research specifically considers the community-branding and identity-branding models as they are implemented by and exemplified in the Harley Davidson motorcycle company. Analysis Background Harley Davidson is today recognized as one of the preeminent American brands. Fig. 1 below depicts the Harley Davidson logo. While Harley Davidson is a vibrant 21st Fig. 1 Harley Davidson Logo century organization, the company began in the first decade of the 20th century. William Harley and Arthur Davidson founded the organization in Milwaukee, Wisconsin in 1903 (Mitchel 2007, p. 5). The organization’s first productions were not motorcycles, but engines that were featured for sale in a variety of magazines. During the first decade of their existence they experienced gradual growth through the establishment of a variety of factories in addition to the development of full motorcycles. By 1914 the organization had surpassed their primary rival Indian and would dominate motorcycle for many years, as production numbers increased to 16,284 machines annually (Mitchel 2007, p. 30). By 1920 the organization was the largest motorcycle manufacturer in the world and has expanded their operation to over 67 countries (Mitchel 2007, p. 32). The organization was one of the two major motorcycle manufacturers to survive the Great Depression. Still, it wasn’t until World War II that the company began producing pre-depression levels of motorcycles, as they began providing the military (Mitchel 2007, p. 35). In 1969 American Machine and Foundry (AMF) purchased the organization. Following the purchase the organization faced increasing competition from Japanese manufacturers (Mitchel 2007). In the early 1980s the organization was sold again to Vaughnn Beals and Willie G. Davidson (Mitchel 2007, p. 114). Upon assuming control of the organization, the direction was changed to reflect more retro principles; by 1990 they had again regained control of the heavyweight motorcycle market in the United States. While the organization has survived tremendous social and cultural upheaval both within the organization and the broader business climate, to a large degree the product designs of the company maintained relative consistency. In terms of product design, the organization is highly unique in its motorcycle productions. In these regards, the motorcycles generally weigh more than traditional motorcycles and are accompanied with loud and distinctive exhaust and design; in 1994 the organization even attempted to attain a patent for its motorcycle sound, yet was ultimately rebuffed in its efforts. In terms of specific design elements, the current Harley Davidson motorcycles reflect that classic designs that were produced during the early parts of the 20th century (Mitchel 2007). Indeed, the organization’s efforts to develop product differentiation have generally experienced failure over the past decades. Some of the most notable elements related to modern incarnations of Harley Davidson have been the cultural elements related
Branding: Harley Davidson Introduction Branding and marketing have long been central aspects of organizations. While a variety of different perspectives on branding exist, the notion has been understood as a “fundamental strategic process that involves all parts of the firm in its delivery” (Geoffery, 2000, p…
It was however, deep in debt at that time. It managed to wade through the hard economic times, and today Harley Davidsons is one of the most reputable companies in the U.S with massive customer loyalty. Value chain analysis To cognize the position of any company, it is crucial to have an internal analysis that will help to know the financial position, product position, marketing capability, R n D ability, organization structure and objectives and strategies of the organization.
ce 1920s has been on the height of studies and researches. The brand has always amazed bike lovers and so as the economic compellers to understand more about company’s real marketing tactics (Scott, 2008). I being the marketing consultant at Harley is going to come up with three years marketing plan and strategy for the company (Scott, 2008).
The earliest Harley Davidson models were on the road and winning races as early as 1913, and by 1920 the brand had already been exported to countries outside the U.S. (HD History Timeline, 2010). The HD bikes are described by enthusiasts as having a unique design and historical legacy that dates back to World War I.
One of the major political aspects that affected the operations of the company in 2002 was the steel tariffs that were implemented during President Bush reign. As a result of the legislations that were protested by EU, the cost of production for the company increased thus reducing the gross profit.
The purpose is to present reasons whether Ducati should follow the strategies of Harley Davidson or vice versa. This is done by first explaining the business strategies of the two companies separately. Then a suitable explanation is produced to determine the feasibility of adoption of the strategies of both companies.
The company was started in the early 1900s and has successfully completed more than 100 years of operation. It is headquartered in Milwaukee, Wisconsin. This paper presents a short history, strategic plan and analysis of strategic direction, internal and external environment and the opportunities and challenges that Harley-Davidson and the motorcycle industry will have to face in the near future.
It involves the following: a) PEST analysis; which considers Political, Economic, Social and Technological factors in scanning components of management strategies. This analysis information can be used to guide the organization indecision making. In the case of Harley, changes were predicted in the demographic trends where older people and women could also become interested in bikes like the young men traditionally targeted using this technique.
# 1 Talon, a proprietary dealer management system, handles inventory, vehicle registration, warranties and point of sale transactions in all Harley-Davidson dealerships. Talon aids in performing time-saving tasks such as checking dealer inventory and generating parts orders, as well as allowing the company to review and analyze information globally.