Case Study - Harley Davidson
Case Study Harley Davidson
Department of Marketing IV
Prof. Dr. Florian Kraus
University of Mannheim
Fall term 2011
By:
Veilleux, Jacques-Olivier-1345802- jveilleu@rumms.uni-mannheim.de
Vela Loira, Valentin -1346667-vvelaloi@mail.uni-mannheim.de
Viscosi, Jennifer - 1344990- jviscosi@mail.uni-mannheim.de
Wang, Yi - 1326001 - yiwana@mail.uni-mannheim.de
Wijma, Ludwig - 1346338 - lwijma@rumms.uni-mannheim.de
Yip, Lu Yi - 1342949- luyiyip@gmail.com
Mannheim, November 2011
Table of contents COMPANY BACKGROUND 1 CASE STUDY HARLEY DAVIDSON 3 Question 1) CUSTOMER RELATIONSHIP TOOLS 3 Question 2) CENTRAL ADVANTAGES OF A STRONG BRAND COMMUNITY 5 Question 3) WOULD YOU RECOMMEND HD TO IMPLEMENT A BONUS SYSTEM? 8 LIST OF REFERENCES III Appendix IV AFFIDAVIT VIII
COMPANY BACKGROUND
Harley Davidson was created in 1903 by William S. Harley and Arthur Davidson in Milwaukee, Wisconsin, when the first Harley-Davidson motorcycle became available to the public. Arthur’s brother’s Walter and William later joined Harley and Davidson’s efforts. Four years later, on September 17, 1907, Harley Davidson was incorporated and the stock was split four ways between the four founders. Staff had doubled from 1906 to eighteen employees and the factory size was also doubled. 1907 also marked the beginning of dealer recruitment, which was focused in New England. By 1920, Harley Davidson had become the largest motorcycle manufacturer in the word. (Harley Davidson 2011)
At the time, the company was already selling their products at over 2 000 dealers in 67 different countries. Nowadays, their products include motorcycles, parts and accessories as well as branded clothing. They also offer services such as a driving course and the possibility to test-drive any of their bikes. The company is well known because of its unique V-twin engine and the great sound that it procures. Harley Davidson is also the only major U.S.-based motorcycle manufacturer, which
Department of Marketing IV
Prof. Dr. Florian Kraus
University of Mannheim
Fall term 2011
By:
Veilleux, Jacques-Olivier-1345802- jveilleu@rumms.uni-mannheim.de
Vela Loira, Valentin -1346667-vvelaloi@mail.uni-mannheim.de
Viscosi, Jennifer - 1344990- jviscosi@mail.uni-mannheim.de
Wang, Yi - 1326001 - yiwana@mail.uni-mannheim.de
Wijma, Ludwig - 1346338 - lwijma@rumms.uni-mannheim.de
Yip, Lu Yi - 1342949- luyiyip@gmail.com
Mannheim, November 2011
Table of contents COMPANY BACKGROUND 1 CASE STUDY HARLEY DAVIDSON 3 Question 1) CUSTOMER RELATIONSHIP TOOLS 3 Question 2) CENTRAL ADVANTAGES OF A STRONG BRAND COMMUNITY 5 Question 3) WOULD YOU RECOMMEND HD TO IMPLEMENT A BONUS SYSTEM? 8 LIST OF REFERENCES III Appendix IV AFFIDAVIT VIII
COMPANY BACKGROUND
Harley Davidson was created in 1903 by William S. Harley and Arthur Davidson in Milwaukee, Wisconsin, when the first Harley-Davidson motorcycle became available to the public. Arthur’s brother’s Walter and William later joined Harley and Davidson’s efforts. Four years later, on September 17, 1907, Harley Davidson was incorporated and the stock was split four ways between the four founders. Staff had doubled from 1906 to eighteen employees and the factory size was also doubled. 1907 also marked the beginning of dealer recruitment, which was focused in New England. By 1920, Harley Davidson had become the largest motorcycle manufacturer in the word. (Harley Davidson 2011)
At the time, the company was already selling their products at over 2 000 dealers in 67 different countries. Nowadays, their products include motorcycles, parts and accessories as well as branded clothing. They also offer services such as a driving course and the possibility to test-drive any of their bikes. The company is well known because of its unique V-twin engine and the great sound that it procures. Harley Davidson is also the only major U.S.-based motorcycle manufacturer, which
References: Harley Davidson 2011 (accessed November 1, 2011), [available at http://www.harley-davidson.com/en_US/Content/Pages/home.html?locale=en_US&bmLocale=en_US] Homburg C., Kuester S Knol 2011 (accessed November 1, 2011), [available at http://knol.google.com/k/the-u-s-motorcycle-market#] Appendix Mannheim, November 8, 2011 ____________________