A Case Study of Harley Davidson's Marketing Practices .
With the growing global economy, companies are looking for ways to improve their market share. Many excellent firms have learned how to beat their competitors through the implementation of new management, marketing, and/or manufacturing techniques. Harley-Davidson is one of those excellent companies whom has challenged traditional ideas. We intend to show through this case study that Harley-Davidson's customer-driven and brand-based techniques have led themselves to excellence and has given them a legendary name. We intend to answer questions regarding Harley Davidson's customer-centered supply chain. .
FACTS .
A Harley-Davidson motorcycle is more than just a mode of transportation or ordinary product. It's an American icon that is much loved and recognized around the world. Joining the Harley Owners Group (or becoming a H.O.G. member), is not so much about buying a bike as embracing a unique recreational lifestyle. No other "product" can draw thousands of enthusiasts to weekend rallies staged around the country. Or evoke such pride and identification that the owner tattoos the corporate logo on his arm. .
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Today Harley-Davidson Inc., an employer of 4,694 workers, consists of Harley-Davidson Motor Company and Eagelmark Financial Services Inc. In addition, there are nearly 600 dealerships throughout the United States. .
Central to Harley's design approach and marketing strategy is attention to what makes the company special to its customers. One reason the company's executives and employees connect so well with their customers is because every morning they see them in the mirror. Their market research begins with themselves, it's a way of life. It's not surprising to walk through Harley's headquarters and see motorcycle helmets lying on top of file cabinets. Harley people ride their bikes to work and spend vacations touring and attending rallies with fellow Harley riders.
