Harley-Davidson Business  Case Study Assignment Help

Durable Popularity of Big Bikes and Complementary Merchandise In 1981, Harley Davidson starts to manufacture big bikes in terms of getting market position again through invading the market and increasing the market share in USA. For cultivation of new customer segment for big bikes, company had considered major factors in bringing again into activity and prominence in motorcycle segment. Before manufacturing these big bikes, company was established in the heart of customers in USA by providing quality and desired products (Harley Davidson, 2012). As per bike case study analysis assignment help experts, The basic reason behind its popularity was concerned with its quality of the motorcycle that kept image tied with its product’s usage by the leather-jacket types and almost every U.S. police department used its machines, which shows its significance and popularity. The company was also believed that motorcycles are sport vehicles not transportation vehicles and it was focused in the advertising campaigns also (Hartley, 2010).It caused an increase in the brand loyalty of its motorcycle and also the choice of the customers. In this concern, the big bikes was also loaded with improved production efficiency and quality control and this was the foundation for the strategic regeneration to move towards affluent customer segment.

Further our case study helper says that the popularity of complementary merchandise with the affluent customer segment was also durable because the technological and comfort improvements in motorcycles and their equipment added the new attractiveness for Harley big bikes. The expanding product mix not only made Harley branded merchandise profits for company and dealers, but also induced the interest of affluent customers in motorcycles (Hartley, 2010). That time, the revaluation of complementary merchandise shown an increase of 100 million dollar. The popularity of complementary merchandise was also durable because some high profile people took part in motorcycle rallies and charity rides.  Moreover, the popularity of big bikes and complementary merchandise with affluent customer segment would not establish to be only a passing fad because Harley motorcycles has proved itself as quality product.

Policy of Harley Davidson for Quality The production of Harley bikes was behind than demand and had not the production capability to fulfill the demand at once. By 1993, Harley Davidson faced a challenging problem to meet the customer demand and the showroom was empty more than six months. In this situation, 600 hundred independent dealers in the Unites States worried about this situation and expected that long waiting list of customers would induce to move towards other company’s bikes. Many dealers were also moved toward other foreign heavy bikes to generate the revenues. But, the production of bikes was slow and there was no compromise with the bikes quality, because the largest motorcycle was 80 cubic inches of V-twin engine and capable with a top speed of 150 mph that was favorable for the customers’ expectations (Petersen, 2011). The body of bikes was so loyal that binds the customers for long-time waiting. The management of the company expressed the corporate philosophy that “Quantity is not the issue, quality is the issue” because quality developed the company’s reputation and trust among customers (Rollin, 2006). On the basis of this philosophy, Harley declared by Forbes as “Company of the Year” in 2002 that was a truly prestigious honor for the company because in disastrous year 2001, the growth of bikes was only 15% and the total share of Harley was 26% percent and earning was 435 million dollar (Congress, 2010). Therefore, the company policy for slow production and keep maintain the quality was better than other company that compromise with quality and faced less growth. This philosophy of the company was also beneficial because it saves the company from borrowing debt and provides benefits to its stakeholder.   References Congress (2010). Congressional Record. USA: Government Printing Office. Hartley, R.F. (2010). Management Mistakes and Successes. USA: John Wiley and Sons. Harley Davidson (2012). History. Retrieved March 30, 2012, from http://www.harley-davidson.com Petersen, D. (2011). Donny’s Unauthorized Technical Guide to Harley-Davidson, 1936 to Present. USA: iUniverse. Rollin, B.E. (2006). Harley-Davidson and Philosophy: Full-Throttle Aristotle. USA: Open Court Publishing.

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