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Agenda
Started in 1903. Till 1950, Harley is the only remaining American manufacture in Motorcycles. In year 1960, HD takeover an Italian motorcycle firm.
In 1981, Harley Davidson was bought by 13 managers. Management kept the Harley style and focus on company strength.
Harley bikes were sold as a aging baby boomers, but they want to sell that bike as sense of adventure.
In Europe Harley ranked sixth with 6.6% market share. Largest market share for year 2000 - 2002. (21.3% market share)
Describe Harley-Davidson's international business strategy. Would you consider Harley to be a multinational corporation? Main International business strategy is to bring American dream overseas. To capture the global market, they have created different marketing strategies within different cultures to appeal to potential customers. Harley has influenced German and Japanese cultures with their products and can definitely be considered a multinational corporation. They not only have major influences in these two countries, but Harley also has a joint venture with Porsche in Germany to further expand their horizons in the industry
If you were Harley's top management, in which regions of the world would you consider expanding?
Every one on this planet want Harley, they can expand their business in any country. Highly beneficial to expand in fast-paced society, who wants faster and better transportation. They can target to the cities with high population, where motorcycle is handy.
Not only will they be traveling faster, but they will also be doing it the American style.
Evaluate Harley-Davidson's decision not to produce overseas. What would be the advantages of overseas production? What problems might the company encounter if it does manufacture abroad?
Promote the American Dreams Overseas. Made in USA label Advantage of Overseas production are: Cheap raw material Overseas than in USA No Shipping cost Shorter Turnover period (No Shipping time) Problems of Overseas production are: Follow overseas country laws Cultural Differences (language, etc) Environmental Challenges (Availability of Material)
Raw
Harley appears to have moved from providing a product (motorcycles) to providing a service (a way of life). Discuss how this movement from products to services may have affected the company.
Teerlink wanted to represent the sense of adventure they get from the bikes They werent just motorcycles, but a way of life, the American life. H.O.G (Harley Owner Group) was created to joint all the Harley owners and can ride together, like a family. Placing more value onto their products would appeal more to potential customers, and thus would help in expanding their marketing horizons.