Harley-Davidson, Inc. (H-D), or Harley, is an American motorcycle manufacturer, founded in Milwaukee, Wisconsin in 1903.
One of two major American motorcycle manufacturers to survive the Great Depression (along with Indian), the company has survived numerous ownership arrangements, subsidiary arrangements (e.g., Aermacchi 1960-1978 and Buell 1987-2009), periods of poor economic health and product quality, as well as intense global competition, to become one of the world’s largest motorcycle manufacturers and an iconic brand widely known for its loyal following. There are owner clubs and events worldwide as well as a company-sponsored brand-focused museum.
Noted for a style of customization that gave rise to the chopper motorcycle style, Harley-Davidson traditionally marketed heavyweight, air-cooled cruiser motorcycles with engine displacements greater than 700 cm³ and has broadened its offerings to include its more contemporary VRSC (2002) and middle-weight Street (2015) platforms.
Harley-Davidson manufactures its motorcycles at factories in York, Pennsylvania; Milwaukee, Wisconsin; Kansas City, Missouri (closing); Manaus, Brazil; and Bawal, India. Construction of a new plant in Thailand is scheduled to begin in late 2018. The company markets its products worldwide.
Besides motorcycles, the company licenses and markets merchandise under the Harley-Davidson brand, among them apparel, home decor and ornaments, accessories, toys, and scale figures of its motorcycles, and video games based on its motorcycle line and the community.
|Founded||1903; 115 years ago|
|Founder||William S. Harley Arthur Davidson Walter Davidson William A. Davidson|
|Matthew Levatich (President and CEO)|
|Related Automotive Companies:||Zipcar, Tesla, Toyota, Volkswagen, Ford, Tata Motors, Porsche|
Harley Davidson Case Study: Harley Davidson is the American company and manufacturer of motorcycles which is based in Milwaukee, Wisconsin. The company makes and sells heavy motorcycles which are used for the ride on the highway. Speaking about the peculiarities of marketing, Harley Davidson focuses its attention to the loyal customers who have the credit […]
The Harley Davidson Inc. was established in 1901, in Milwaukee, Wisconsin. It is one of a handful of companies in America that manufactures and sells motorcycles within and outside of the borders of the United States. Any person who owns a Harley Davidson motorcycle often refers to it has a Harley. The company deals with […]
Manufacturing Just-In-Time: JIT inventory is the driving force of Harley’s quality-improvement program. JIT works on a demand-pull basis and seeks to eliminate all waste and activities which do not add value to the product. Suppliers of Harley had to implement JIT into their production process in order to compliment Harley’s system. Previously, Harley utilized a […]
Case Study Harley Davidson Department of Marketing IV Prof. Dr. Florian Kraus University of Mannheim Fall term 2011 By: Veilleux, Jacques-Olivier-1345802- [email protected] uni-mannheim. de Vela Loira, Valentin [email protected] uni-mannheim. We Will Write a Custom Case Study SpecificallyFor You For Only $13.90/page!order now de Viscosi, Jennifer – 1344990- [email protected] uni-mannheim. de Wang, Yi – 1326001 – […]
Harley Davidson Case Study Analysis Guidelines 1. Your analysis should be based on the question of “What is Harley Davidson doing today to deliver high levels of customer value? ‘ The analysis should be related to the organization’s marketing strategy 2. Based on the company’s marketing strategy, how has Harley Davidson managed value through its […]
SIT Inventory – “lean production” allowed for product diversification, drastically cut “throughput time,” and provided for job enrichment amongst employees 2. El – decentralized operations and communication lines 3. SOC – helped detect defects early on In the manufacturing process 4. Supplier Relations ? “preferred suppliers” and long-term contracts 5. Labor Relations – “close cooperation” […]
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