Case9 - Case #9: Harley-Davidson 1. What strategic...

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Case #9: Harley-Davidson 1. What strategic option(s) did Harley-Davidson pursue to regain its dominance in the motorcycle market? Harley-Davidson focused mainly on Customer Intimacy and Quality options when pursuing to regain its dominance in the motorcycle market. Harley-Davidson retained a loyal customer base. Through HOG rallies executives are able to get direct customer feedback. The changes in production and slowing expansion helped Harley-Davidson focus on quality whether than quantity. Harley-Davidson also began to crack down on bootlegged items with their logo and began producing a new variety of quality products with the Harley-Davidson logo. 2. Use the 3 criteria of selecting a strategic option to evaluate Harley- Davidson’s choice of strategic option(s). Resonate with Target Market- Harley-Davidson motorcycles represented a specific lifestyle- “it was linked too an image of the pot-smoking, beer-drinking, woman-chasing, tattoo-covered, leather-clad biker.” It came to represent a sense o rebellion and freedom of the road. It provides
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This note was uploaded on 03/09/2008 for the course MKT 440 taught by Professor Frazier during the Spring '07 term at USC.

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Case9 - Case #9: Harley-Davidson 1. What strategic...

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