Harley Davidson Case

Harley Davidson Case - MGT429 Harley-Davidson Case...

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MGT429 Harley-Davidson Case Harley-Davidson developed a focused differentiation strategy in the motorcycle industry. They believed that every rider must get the “Harley Experience” when riding one of their motorcycles and felt they must offer products that were unlike any other in the industry – the roar of the Harley engine became a symbol of their products because it was unique to their brand. Creating an unforgettable experience for their customers and taking advantage of their brand image became the main focuses of their strategy. Harley tailored their motorcycles to their customers’ desires, making many of their motorcycles customizable to each individual. Up until the early 2000s, they focused their efforts in the heavy motorcycle industry, mostly dominating in the North American market since the early 1980s. Since then, Harley has launched products in the middleweight motorcycle industry to diversify their product line. Harley Davidson was not able to diversify their product line until recently because
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This note was uploaded on 04/01/2011 for the course MGT 429 taught by Professor Lui during the Winter '10 term at Saginaw Valley.

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Harley Davidson Case - MGT429 Harley-Davidson Case...

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