UNIVERSITY OF SAN JOSE-RECOLETOS

College of Commerce
Accountancy and Finance Department

Harley-Davidson, Inc.
Quality in Practice

Submitted to: Sir Heno Rey Sanico Chin

Submitted by: TEAM DELTA

Asaldo, Marjorie Joyce

Castillo, Karla T.
Lara, Kristine Jean M.
Marimat, James Paul
Montoya, Harley Hazel B.
Olpoc, Paulynn A.
Panuncia, Regine Lace A.
Ponce, Zymel Dave L.
Sancover, April Angelou
Villaran, Myrel Ann

“Quality is never an accident. It is always the result of intelligent effort”

-John Ruskin
1. How do various dimensions of quality introduced in this chapter align with the
quality characteristics that are important to Harley-Davidson and its customers?

Quality Dimensions
Performance It offers a wide variety of bike for riders based on their
preferences. It paved way of tuning, upgrading and enhancing
the performance of their product by designing bikes intended for
all types of riders who wants to have extraordinary experiences
while travelling with their bikes.
Features It produces different kinds of heavy weight motorcycles along
with the many options depending upon what the customers wants
in their desired motorcycles making it more “customized”.
Conformance It makes sure to meet or exceed their customers’ expectations
through its two ways: (a) by supporting the motorcycling lifestyle
across a wide demographic range through events, rides and
rallies, and (b) by making its other products, services and
financing accessible and available.
Reliability With its vision of customer focus, customers are given a
guaranteed warranties on all their products and motorcycle
repairs when it suddenly break down making customers patronize
and put trust on their services and products.
Durability It initiated a strategy that is designed to continuously improve
product quality while reducing costs and flexibility to respond to
on-going changes in the marketplace.
Serviceability It provides a variety of services to its independent dealers
including service and business management training programs,
customized dealer software packages and delivery of its
motorcycle thus customers were able to rely on them when it
comes to maintenance and repairs.
Aesthetics Aside from their carefully designed products, it also offers a wide
range of additional accessories or cosmetics such as t-shirts,
small leather goods, toys, apparels, mechanical accessories and
riding gears.
Perceived They are able to outreach its customers no matter diverse, in
Quality terms of gender, age and ethnicity and they keep coming back
because the company itself has proven its worth of being a
trusted partner for riders.

2. Discuss how Harley-Davidson’s approaches help it to maintain a focus on its

customers and enhance customer satisfaction, loyalty and engagement?

According to its recent annual report on the year 2018, on a full-year basis,
earnings per share were on positive revenue growth. During the quarter, Harley-
Davidson continued to make progress on the initiative included in its “More Roads
to Harley-Davidson accelerated plan for growth” to build the next generation of
riders globally. Leveraging core strengths in the business, brand and dealer
network, the company is investing in opportunities that inspire increased ridership
sooner and deliver sustainable growth for the future. Its objective is to build 2
million new riders in the U.S., grow international business to 50% of annual
volume, launch 100 new high impact motorcycles and do so profitably and
sustainably. This plan will deliver new products which will keep current riders
engaged and inspire a new generation of Harley-Davidson riders, a broader access
which aims to meet customers where they are and how they want to engage with a
multi-channel retail experience and mitigate stronger dealers which will drive a
performance framework to improve dealer financial strength and the Harley-
Davidson customer experience. “Our plan addresses the challenges of today and
the opportunities we see for growth ahead, and we are energized by the
momentum we are building. New and different people, riders and non-riders are
taking notice of Harley-Davidson and the thrill of riding.” said Matt Levatich,
president and CEO, Harley-Davidson, Inc.