At the core, these three transformations”in manufacturing, product development and at retail”come down to one thing: we must ensure, in a world of ever-increasing customer expectations, Harley-Davidson continues to fulfill dreams through remarkable motorcycles and extraordinary customer experiences far into the future” (Harley Davidson, 2011, p. 5). All of HD’s improvements end here. The improvement require all stake holder to work together to make the customer experience unique. The improvements, if effective will add to the Harley
My recommendation to Harley executives is to remember to stay true to the brand, but to attempt to market products to find new consumer within the US. Since HD’s inception, Harley has been associated with the freedom of America, but it may be losing it American consumer while changing to a global market. “Harley-Davidson demographics has long shown its reliance on an overwhelmingly white, male and middle-aged consumer base would ultimately challenge sales in North America, where it still earns two-thirds of its revenue” (Kelleher, 2013). The goal that I propose s to include marketing to a younger group with a disposable income.
I have been introduced to Harley; in fact, I learned to ride on a Buell in a Harley Drivers Edge Safety Course. I an African American female and have never been in the Harley advertising demographic. Harley does have a female rider’s program but it’s not advertised. All of the commercials that I have seen for Harley actual talk about the experience and financing. Although it is an American institution like a lot of older brands, it may lose it appeal a younger population. Increasing its consumer base an only be beneficial to its other stakeholders.
It may potentially prevent manufacturing Jobs from being transferred outside of the U. S. as Harley seeks consumers in other locations. Harley Davidson’s use of strategic management is in line with the needs of its main stakeholders. The company’s mission acknowledges the need to meet the demands of all stakeholders for a more effective organization. Harleys vision recognizes what HD brand means to the consumer. The organization’s goals and objectives seek to make the brand more effective in the current global arket while satisfying the needs of its stakeholders.