HARLEY DAVIDSON EXECUTIVE SUMMARY

YASHVI BANSAL
BBA(B) 2018-21

1.FACTS AND FIGURES –

•In 1969, AMF purchased Harley Davidson after its development from 27 to 41 million in the
age group of 14-24 years. 95% of the composition of customers is male.
• In 1980, share prices diminished by 30%. And in 1981, AMF sold HD to Harley chiefs
employees/executives. Bike tariff imposed after 2 years.
• Overall normal age of the clients is 38 years out of which 60% are married and 30% have
educational degree.

2.KEY ISSUES –
• Oil releases and leaks and even breakdowns found in the cruisers.
• In the 70's the nature of HD bikes couldn't meet with the quality standards set by Japanese
competitors.

3.SPACE AND TIME –

• This circumstance was faced by Harley Davidson in the US market from around 1970-80.

4.THE STAKEHOLDERS –
•Customers , US Government, Japanese Contenders, Employees of the organisation,
Suppliers.

5.THE SET OF ALTERNATIVES –

•To improve the nature of the bikes in comparison with their contenders(Japanese).
•Sell the organization to people who can manage it better, or bring better management.

6. THE PRACTICAL CONSTRAINTS –

• Cost reduction required, without compromising the quality of the bikes. The company
should provide value for the high amount it charges to justify the high prices.
7. THE ACTIONS TO BE TAKEN –
• Plans to better the quality of the bikes. And fix the oil release issues. Management more
inclusive of ideas from employees as well. Better their decision making process and quality
control.