Harley-Davidson's Focus Strategy
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Case Code: BSTR413 Case Length: 17 Pages Period: 2009-2012 Pub Date: 2012 Teaching Note: Not Available |
Price: Rs.500 Organization: Harley-Davidson Industry: Motorcycles Countries: US; Global Themes: Marketing Communication, Consumer Behavior, Brand Management |
Abstract Case Intro 1 Case Intro 2 Excerpts
Background Note
Harley was established in 1903 by William Harley and Arthur Davidson (Arthur) who built the first Harley motorcycle, a racer bike, in a small wooden shed in Milwaukee. Later, Arthur's brother, Walter Davidson (Walter), joined the business. In 1906, the company built a new factory in Milwaukee and also launched its first product catalog. In 1907, William A. Davidson, brother of Arthur and Walter, joined the company. The Harley-Davidson Motor Company was incorporated on September 17, 1907. The popularity of Harley bikes rose after Walter rode a Harley motorcycle to victory in a 1908 race. In 1909, Harley developed its first V-twin powered motorcycle. The V-twin engine gave Harley motorcycles an aggressive appearance of raw power. Harley bikes had a characteristic design and were known for heavy customization that gave rise to the chopper style of motorcycle. By 1910, Harley had sold 3,200 motorcycles and its dealer network had grown to over 200 in the US. The company introduced its popular 'Bar & Shield' logo in 1910. To promote its bikes, Harley published advertisements in American expert magazines like Bicycling World, Motorcycle Illustrated, Motorcyclist, and The Western Bicyclist. The company's advertisements, which featured leather clad riders and police officers on Harley motorcycles, gave the Harley a tough image. The company also launched an in-house magazine Enthusiast which published articles about the company's new motorcycle models and accessories...
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