Strategic Management

Strategic Management

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INTRODUCTION

Harley Davidson is a heavy-weight motorcycle company headquartered in the United States . The company has the extraordinary quality of connecting with its customers . Every one seems so much perplexed by the brand and the company . People consider this brand as reflection on their personalities . It signifies individualism among Americans who have a high sense of loyalty towards this brand and the company . Even people

are seen with tattoos of Harley Bar and logo on their arms . Moreover the rides and rallies sponsored by the company have created excitement at its height among Americans . The unique attributes and features including the unique sound sets Harley Davidson motorcycles apart People get an extremely wonderful feeling just by seeing the bike and the Harley riders get thrilled by the riding experience

Brief History

The first ever motorcycle made by the Davidson brothers was in their family 's backyard . The engine `V-twin ' which is still used as a standard today was first introduced in 1909 by William S . Harley Davidson . Then he supplied motorcycles in large quantities to military both during World War I and II . The company was even able to survive during the Great Depression of 1930s because of the advancements in the company Harley had become a market leader by the time the First World War ended For coping with the increased demand of the motorcycles , some additional facilities were introduced in a city in 1947 . The company later on merged with American Machine and Foundry Company in 1965 which produced leisure products (David , 2007

Competition

During the initial years of Harley Davidson , the only competitor to Harley was Indian which closed down in 1953 after which Harley Davidson enjoyed strong leadership for 46 years as the only US motorcycle manufacturing company . Then competition rose in 1970 when the Japanese imported motorcycles entered the market . They were able to capture a major portion of Harley 's market share due to their low priced motorcycles . In 1981 , the company acquired American Machine and Foundry Company and later proposed to the US President to impose additional tariffs on imported motorcycles that are 700cc or greater than that Harley was also able to beat out Honda and once acquired its top place in 1969 as the leader in US super heavy-weight market . The company made historic records impressing the US President who called Harley Davidson as the `American success story . Thereafter , the company continued making huge successes with increasing growth and market share due to which the company was listed on New York Stock Exchange in 1987 Presently , the US market is very competitive but Harley Davidson continues to acquire the largest market share in the United States . The second largest market share is acquired by Honda and then Suzuki , Yamaha and Kawasaki follow

Leadership

Harley Davidson has enjoyed leadership after the closure of Indian as the only US motorcycle...