Find out what what Finance, Operations, Human Resources, Information Technology and Reasearch and Development strategies that Harley Davidson uses.

"The A Team"
Harley Davidson Inc. 2008

1) Mission

To fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles, branded products and services in selected market segments.

Objectives

To continue to increase the growth of the company in accordance with the growing demand for motorcycles

To continue to provide high quality motorcycles to its consumers

Case Issues

How to remain competitive through the recession with the entrance of its Japanese competitor

How to increase sales for a younger demographic

How to attract more women customers

How to create lifetime customers at a younger age

How to regain market share from its Japanese competitor

How to differentiate its bikes through innovation if it intends to hold its premium position

Strategies - Differentiation

Marketing

Has cultivated close relationships with dealers and provided a full line of products, such as clothing, to expand the profitability of the Harley brand
Advertises through national television, print, radio, direct mailings and the Internet

When a person buys a Harley-Davidson motorcycle, they receive a free 1-year membership to the Harley Owners Group (HOG), which was developed in 1983 as a program to keep people active with their Harley

Dealerships were able to integrate mobile marketing and a social campaign by inviting new and existing customers to opt-in to a mobile text messaging club. Customers were able to receive updates via text messaging about special sales, events and members-only deals.