Harley brand logo as a symbol of freedom and power. The company embraced this idea,
but the rebellious image it cultivated came with some baggage — meaning that certain
groups associated Harley Davidson bikes with outlaw gangs, and middle-aged white men

Tag line

Screw it, let's ride

PACKAGING PART QUOTING

Clear communication of packaging information prior to suppliers’ quoting process is essential to

provide early visibility to solid costs and avoid cost issues later in the development process. The
decision to use expendable or returnable packaging for incoming original equipment (OE) parts takes
into account many factors such as safety, quality and cost. To aid in the decision-making process,
suppliers should quote the part cost using both expendable and returnable packaging, and record
the container size and density assumptions made while quoting. Some parts shipping into H-D may
ship in bulk containers and require expendable dunnage to ensure the parts are not damaged during
transit. Suppliers should be sure to include in the quote new dunnage for every shipment to H-D.
Contact the appropriate H-D Packaging Engineer if there is any question regarding the need for
expendable dunnage. Part quotes that involve a multiple tiered supply chain should quote the part
cost with the assumption that any Harley-Davidson returnable packaging is used only for the finished
part shipment from the final point of value-added processing to the Harley-Davidson designated
facility.

RETURNABLE PACKAGING Returnable packaging is considered anything that is used to ship a part
multiple time. Harley-Davidson is responsible for the design, development, and implementation of
returnable packaging. Returnable Container Design Process: The Harley-Davidson Packaging
Engineer will develop concepts, drawings and samples as needed for review with the appropriate
internal and external stakeholders. Following final approval, container system quantities will be
determined and purchased by Harley-Davidson. Returnable Packaging Sketch Forms: The returnable
packaging sketch form is developed by Harley-Davidson Packaging Engineers. It is a tool used to
communicate the concept and/or final packaging plans to both internal and external stakeholders.
Supplier input and approval will be solicited during the approval process. Container System Sizes:
Determining the number of returnable containers to purchase is an important part of the process
when implementing returnable systems. To ensure process discipline, value stream maps are used to
determine the number of containers to purchase. The part supplier will be asked to actively
participate in the development and review of value stream maps for all new returnable designs. The
goal of the value stream map is to define all internal and external process requirements, and to
minimize the quantity of returnable containers required to support delivery of parts to Harley-
Davidson.

 Minimizing the quantity of returnable packaging in the system is a conscious effort to control total
cost and promote lean manufacturing.

 Harley-Davidson provides returnable packaging for finished goods only.

 Suppliers must not use Harley-Davidson returnable packaging for their internal processes, multi-
tiered supply chains CKD or P&A without written authorization of H-D Packaging Engineer, Material
Planner and SBA.

 Returnable packaging is not to be used for bank builds

List of attributes of harly devidsion

Marketing Mix of Harley Davidson
Marketing Mix is a set of different techniques used in the company to pursue its
marketing objectives in the target audience. 
The 4 Ps are Product, Price, Promotion, Place,  which helps the company to stay
relevant and flourish. 
Let us start by looking at the Product mix of Harley Davidson.
1. Product Strategy

Harley-Davidson has a limited product mix. Some of the most popular products by
Harley-Davidson are its chopper/custom motorcycles. Its heavily built bikes and the
thumping sound are its trademarks.
It also offers others product lines, such as engines and motorcycle parts, and
accessories. It also provides garments and related merchandise under the
MotorClothes brand. Harley-Davidson has diversified its business through a limited
number of product lines, it is mostly focused on chopper/custom motorcycles.
These are some of the products that Harley-Davidson provides :
1. Engines
2. Motorcycles
3. MotorClothes Merchandise and Collections
4. Parts and Accessories (Ex- H-D’s Screamin’ Eagle brand)
5. Rentals through Authorized H-D Rental Dealers
Product Differentiation
Customization – Innovation to secure competitiveness.
Style- Sole styles which can be customized
Durableness- Heavy-duty and long-lasting motorcycles.
Performance Quality- Reliable, mission-critical products.
Reliability- Custom-made motorbikes are made with quality and reliability as their
core properties.
Let us now see the Price mix of Harley Davidson.
 
2. Price Strategy
Harley Davidson mainly deals in heavy-built frameworks and high displacement
motors, it indicates and aims at a particular level of variety in its products. It has
been providing high-quality products which lead to high costs making it a premium-
priced product, and at the same time, directs at a particular segment or class of
customers.
Nevertheless, due to this method, the company has even experienced certain
difficulties and has gone through red periods in its profit curves, which were
overcome by means of rightsizing and layoffs
The outcome is that Harley Davidson has the best positionings when it comes to
names of premium Motorcycles. And a lot of this premium positioning is offered
because of the price of the motorcycle.
Now let us see the Place mix of Harley Davidson.
 
3. Place and distribution strategy

The primary places for the distribution of the company’s products are Authorized
Harley-Davidson dealers. 
If we talk about the majority of the firm’s revenues, which are generated through
these dealers. Some of its dealers are also authorized to rent out Harley-Davidson
motorcycles. 
The company’s online store lets its consumers place online orders for motorcycle
parts and accessories, apparel, and other merchandise.
Harley Davidson has a selective distribution channel and its showrooms are mostly
found in premium locations only.
Following are the places for distributing Harley Davidson’s products:
1. Authorized H-D Dealers
2. Harley-Davidson Online Store
3. Authorized H-D Rental Dealers
Lastly, let us see the Promotion mix of Harley Davidson.
 
4. Promotion Strategy
It has its first-ever overseas factory in Brazil: Taking benefit of the free economic
zone in 1988, Harley Davidson was opened in Manaus. The location was placed to
sell motorcycles
To promote its brand Harley Davidson has been organizing rallies, cross country
marathons, bike rides, etc. it has also been featured its bikes in movies and series
making a wide large impact in people’s minds as a classy brand.
It has been promoting its products only in top magazines, newspapers, television
shows, etc. It has been showing its brand as a model for enjoyment, friendship, and
enjoying the journey of life.
The following strategies/tactics are contained in the promotional mix of Harley
Davidson’s :
1. Personal selling
2. Sales promotion
3. Public relations
4. Direct marketing
5. Advertising