Founded in Milwaukee, Wisconsin, during the first decade of the 20th century, it was one of two major American manufacturers to survive the Great Depression. Harley-Davidson also survived a media-accelerated negative image of motorcyclists, a period of poor quality control, and competition with Japanese manufacturers, Honda in particular. In 1903, their first year, the company's entire output was only 1 motorbike; however, by 1910, the company had sold 3,200. Movies such as Easy Rider made Harleys a cultural icon and soon the company attracted people who loved its bad-boy mystique, powerfulness, rumbling voice, distinctive roar, and toughness. It sounded like nothing else on the road, and even Elvis Presley longed to ride one.
It was 111years ago since that first blueprint drawing by William S. Harley, and Harley Davidson as of present time has five basic models (over 75 sub-models). Worldwide Harley Davidson has more than 1500 dealerships and shipped more than 220,000 motorcycles to dealers and distributors in 2011 (Digits, 2011). Any business or organization doing business worldwide has to consider environmental factors when marketing globally and domestically. Harley Davidson Motorcycles is aware of this and has moved forward with marketing since 1907 when the company was incorporated (History of Harley Davidson, 2012). The influence of global economic interdependence and the effect of trade practices and agreements for Harley Davidson Motorcycles have changed over the years.
Also, they have focused on a narrow end of the motorcycle market paying particular attention to the slightly older clientele with higher disposable income. In the United States of America this generic strategy has worked very well, however, alterations for this strategy may be needed for Harley Davidson to be successful in other countries. In the Europe, for example, the motorcycle market is very diverse. There are a lot of different types of terrains and climates and different motorcycle styles are offered in abundance, for example, cruisers, off road motorcycles, scooters, sport, super sports, touring, sports touring, choppers and traditional motorcycles are offered in the European market. Traditionally, although recent attempts
Unlike its competitors Harley was highly market focused. Their heavy-weight motorcycles were concentrated in the narrower super heavy-weight segment. This gives an image of masculinity. Product: Harley’s competitive advantage lay with super-heavyweight bikes. Haley’s design reflected the traditional style.
US Social Issues During World War II William Polk 2012 US Social Issues During World War II William Polk 2012 America’s success in WWII depended heavily on mobilization on the home front. Ultimately, it was this war-time industrial boom that brought the nation out of the Great Depression and made the United States the wealthiest nation in the world after the war ended. During the war years, the U. S. economy expanded rapidly. Each year saw the Gross National Product (GNP) rise by 15 percent or more. Production skyrocketed from 1942-1945 as President Franklin D. Roosevelt ordered the construction of hundreds of thousands of planes and the nation exported massive quantities of supplies, including 2.5 million trucks
Ducati 1. How did Ducati become the second most profitable motorcycle maker in the world? - First, Ducati had a very good product. It is unique, beautiful performance motorcycles - Second, Ducati had a group of top-notch engineers- both in the R&D and in the racing divisions- whose main goal was to continue defeating; The company is driven by its excellent engineers and designers - Third, Ducati has a brand with strong potential. In major European markets, Ducati’s brand loyalty ranked among the highest in the motorcycle industry, with about 55% of its small customer - Continuing outsourced most of the production activities from 80% to 90%, mainly by a firm that is highly efficient - A platform approach to production.
(Ducati Case pg 1). The motorcycle industry has a customer loyalty that that is truely unique. According to Exhibit 16 in the Ducati case, these percentage of customers in each of these brands expressed repeat purchase intentions in 2000: BMW (68%), Harley Davidson (70%), Ducati (64%), Honda (54%), and Kawasaki (38%). These high repeat purchase intentions indicate that not only is there brand loyalty, but the motorcycle itself represents much more than simply a vehicle to get you from point A to point B. 2.
Strategic Issues at UPS Abstract In 1907 there was a great need for private messenger and delivery services which led to the founding of the United Parcel Service. James E. Casey, borrowed $100 from a friend and established the American Messenger Company in Seattle, Washington at age 19. With only a few automobiles in existence, most deliveries were to be made on foot or by using a bicycle for the longer trips. Beginning in 1913 United States Parcel Service focused more on package delivery to stores, due to the increased usage of telephones and automobiles that led to the decline in the messenger business. The company also began to use motorcycles to make deliveries instead of doing it completely on foot.
NISSAN’S FALL AND RISE INTRODUCTION Nissan Motor Co., Ltd. was created in 1933 as the result of a merger between two Yokahama manufacturers. The first vehicles were small trucks and cars to support the growing Japanese automotive market. Today it is one of the world’s largest corporations, manufacturing 3.5 million vehicles, generating sales of 9.4 trillion yen and employing over 182,000 people. Decline of Nissan Nissan started showing signs of decline from the early 1990s. Its market share in the US automobile market declined to 4.7% in 1991 from 5.5% in 1980, while during the same period other Japanese automakers increased their share in the US market from 17.7% to 28.5%.
Most riders will stick to the market segment that they enjoy, but some riders may transition their market segment as well as their riding style as they age. (A lot of Harley riders will tell you there first motorcycle back in the day was an old Honda.) * An automobile can be considered a substitute product, however more than likely a consumer is looking to purchase a motorcycle because they want a motorcycle, not necessarily because they strictly need transportation and they are looking at all transportation industries. * Competing sellers * The largest force that the sport bike world faces is competition from competing sellers. The appeal of sport bikes and the brands themselves (including Ducati) all came from roots of competitive motorcycle racing.