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    Lo Thomas
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    In 1990, the company experienced another record year of growth. Revenues for 1990 totaled $864. Million, an increase of 9. Percent over 1989. The company would have gone bankrupt in 1985 had it not gotten refinancing.

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    Case Study for Marketing Management Harley Davidson

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    In 1990, the company experienced another record year of growth. Revenues for 1990 totaled $864. Million, an increase of 9. Percent over 1989. The company would have gone bankrupt in 1985 had it not gotten refinancing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF or read online from Scribd
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    2K views13 pages

    Case Study For Marketing Management Harley Davidson

    Uploaded by

    Lo Thomas
    In 1990, the company experienced another record year of growth. Revenues for 1990 totaled $864. Million, an increase of 9. Percent over 1989. The company would have gone bankrupt in 1985 had it not gotten refinancing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    of 13
    Case Harley-Davidson, Inc.— Motorcycle Division J. Poul Peter University af Wiconsin-Madson arly Davison, Ine, is a dversfed company with corporate headquarters at 3700 Janes Avenae, Mivauice, Wisonsin. Ie vee mor bates segments alae ‘Gy mr yces and rented prod) tonoportaton volo inling bch sere ‘Sona ed comercial veils a3) defense doer bins. 190, he com ty experienced another eorex of growth Inthe BurinssMeck 00 ranking of {he top US. companies, Harey-Caviion, In, witha make valu o $515 mia, ‘moved fom he 97 othe RAS Target US. compa. Rcd Tein, president fd cher executive office ofthe company, fered the following introduction the ‘ompany's 990 somal ep: eli Shahla ia pled amon card uf Hey Do Intron ta cmings. mpc ro hy ese ee ‘eto dave very presen eit he ct et 190—Be he wl ort {ies opel aston host Anan amt. ‘ew fr 90 ed 64S io, an cere 93 pecan ore 198. Net See 13 prem, Gongs lode thse wore tremendous es given tha the company i theo US. mar cycle manuactrrsiln busines though tere wer ence more than 140 compet nado, he ompany ha temendoss ius surviving the 1970s 2 eat "80s few analyte hog wove. aft, he company wold hve gone ata ‘in 9RS ad tot goten refinancing wis aly ys oS “hae pepe by Pu Pt User Wace adn. At talon PESTER Raped aes Cap yr rr td eigen nM Dior 93 Company Background and Operations ate-Dsdsn wa essed in 1903 anl had a vital moagpay onthe bet weight moor ema bythe 19605 nthe ery 6s Japanese manfcies entered he mat Ielae vith ighteight motored at del camper with Harley-Davidson. ‘The inc ofthe Japanese prgucs backed by hage marking porns cated the ‘mand frmtorecleso epudily. "Recopiing te potest fi pohly ihe motorece markt, Ameres Machine snd Founiry (AME Inc) purchased Hrkey-Dvison in 1963, AMF alos tripled po- ‘oct 7500 unital neo ear pei to moat he prea ems Unfors roduc quality deteiaed icy aorta tyes cxme ofthe ‘sey line sing parts and delrs d fx teo up orde o male sales. Lite money mi inetd in inproving Seino nginceine The tacts leaked ov exe rd could not ath the excelent perfermance ofthe apanese produ, While Iardoremotryele ents wee wlio fc ptr rey and modify hem or ‘eter peormane, nem motoreele byes had ete the devotion ne sil do TF aver Donon wart resi bbs, Gp neat pov al ant pen iene Gsgns Japanese manicure sso move na the height mo terete market and bran slag Hoey locale matory. Vimaba waste fst lmany to dso andes son followed y te hee ther major spine manate, Hon Sn aod Kava Thr pr looked slat Hey hat was ful tlh diferece witha ending te name on he gas ank The agapese amp eal cpl the spe ofthe Haley averinements Axon Hare execatine pati, "We sre teed Tete 175, AME opted Vaughn Beale in charge of Harey-Devison. He setup 2 uly ctl nd inspestion program hat Degas wo eiminate he worst of preston robles Howere the sot fhe program was high. Fr example company had ‘end aust 1,00 expr ike gt th ft 10 0 shape fo dales tose at rand ‘S400, Beals slong with ter senor manages began to develop a engage rove egy tne the empany leake 10 Jers bes They recogni te need ‘oaperd the qunlty ad performance ofthe prods to compete wih he ste ihr perf lapanese ike. However, hey also recogizd tha sich changes wuld re {re yer asomplh rs hae capital evesen ‘nore tty in basins Wile te necessary changes in esgn and production were ‘ing acomplined he exces tuned to Wiliam G Davidson, Hare ing ice ‘resident Kabwn Wile Gand grandson of one ofthe company funders, hee ‘oem sungod wit ikr, ad with hit Bear ack later, and jeans was well ‘Spied then, Wille Gunde Harley customers ad sted a ‘om al Kw at sey mato bes: ein finsteunestation he eof ‘hs tonnes fhe gi, te kf ie ett ie en on. ie Dns Hay expand tho okt gh Aabecie hge of {acto ges nisin oreo oH an gh Wile. designed namber of ne mals by combining component fam existing rodls Tes inde the Soper ie, the Elec Gle, he Wide Ge, andthe Low ier, ath model wi cee an ther Hay exces cet Davison sil ith rc bony x a ee on Spent 2,18, saving the campy One senior eztv si of Wil, “Te uy ian attic eis, Inthe yas tee we could bang new engines on-ream, hep aces with

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