Harley Davidson Analysis Section: Marketing Essays
The company then moved its assembly operation to York, PA, leaving only the engine production and World headquarters in Wisconsin. Also housed in York is the Harley-Davidson Antique Motorcycle Museum. It houses a collection of more than 40 military and police bikes depicting the evolution of the motorcycle and Harley history from 1903 to the present day. The 70's saw a decline in the market. A flood of imports from Japan and quality problems created major problems for the company. In the 80's, 13 members of HD management purchased the company from AMF and brought a return to quality and implemented new management and manufacturing techniques. It accomplished this turnaround by being one of the first US companies to use Just in time inventory policies, statistical processes and employee involvement programs. In 1982, the company convinced the International Trade Commission (ITC) that the glut of imported Japanese bikes were a threat of injury. Additional Tariffs were imposed on the imports for five years. Giving the company a chance to revitalize its place in the market. It did this in just three years by retooling and streamlining its operations. In 1995 the company expanded its international operations in Windsor, England to manage the European market. Europe is the largest heavyweight motorcycle market in the world, fully 18 percent larger than the market in the United States. H-D shipped 132,285 motorcycles in 1997 and shipped 147,000 in 1998.
The long-term goal: 200,000 motorcycles annually by 2003. As the company enters the 21st century, it continues to improve operations, by its expansion into Europe, Japan, Australia China and Latin America. MISSION STATEMENT: We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments. WHO ARE HARLEY BUYERS? Some Demographics: 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 GENDER Male 98% 96% 96% 96% 95% 95% 93% 93% 91% 91% Female 2% 4% 4% 4% 5% 5% 7% 7% 9% 9% MEDIAN AGE Years 34.7 34.6 34.6 36.7 38.5 38.4 41.6 42.1 42.5 43.6 MARITAL STATUS Married 55% 59% 56% 58% 62% 59% 65% 68% 67% 67% Single 25% 25% 27% 27% 23% 23% 19% 18% 17% 17% Widowed / Divorced 16% 16% 17% 17% 15% 18% 16% 14% 16% 16% CHILDREN LIVING AT HOME None 55% 54% 57% 58% 57% 57% 53% 54% 53% 54% 1-2 37% 37% 36% 35% 36% 36% 38% 38% 39% 38% 3 + 7% 8% 7% 7% 7% 7% 9% 8% 9% 8% MEDIAN INCOME (000'S) Personal $30.7 $31.3 $36.4 $38.5 $40.3 $42.7 NA NA NA NA Household $38.4 $40.0 $44.7 $47.3 $50.5 $53.7 $61.9 $65.2 $66.4 $68.5 EDUCATION LEVEL Non-High School Grad 9% 8% 8% 7% 6% 6% 5% 5% 4% 4% High School Grad 32% 34% 33% 34% 27% 28% 26% 25% 24% 24%
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