Harley Davidson AMF took over Harley Davidson in 1969 (Motorcycle.com, 2012), a few decades before Treacy and Wiersma developed their theory about value disciplines (1992), so Harley management clearly did not have these theories in mind when setting strategies in those days. The three value disciplines are operational excellence, product leadership and customer intimacy. Arguably, Harley excelled at all three in those days. The company had a very high degree of

Harley Davidson 5304 Harley-Davidson Harley-Davidson Inc. is an American motorcycle manufacturer specialized in heavyweight cruiser and chopper style of motorcycles with over 700 cc. Founded in 1903 and headquartered in Wisconsin, United States, Harley-Davidson is one of the two major American motorcycle manufacturers and known as a classic American icon. Since its inception, Harley-Davidson has been setting remarkable records with its top quality motorcycles for miles per gallon, speed, racing, distribution strength,

Harley Davidson has led the heavyweight motorcycle market in recent years, capturing about 55% of the market, according to James R. Hagerty's article in The Wall Street Journal (Hagerty, 2011). But following the economic downturn, which had a negative effect on sales, and other market issues, the iconic motorcycle company needs to beef up sales and in addition the company is looking for ways to appeal to younger enthusiasts, to

Harley Davidson has traditionally targeted an audience of middle-aged men, in recent years targeting "older white male boomers" specifically (Hagerty, 2011). The company's demographic is usually wealthy, since the bikes are not primary means of transportation for most riders. The company has now begun targeting other audiences as a means of sustaining sales levels. Although the company sells its bikes in overseas markets, 71.3% of the company's business comes from

Harley Davidson External Analysis Harley Davison's External Analysis PEST analysis Political Economic Socio-Cultural Technological Porter's five forces Harley Davidson is an American motorcycle manufacturing company that sells motorcycles above 700 cc engine capacity. The company was founded in 1903 at Milwaukee, Wisconsin. With approximately $5.3 billion in Fiscal Year (FY) 2011 as revenues, the company is now facing tough challenges in the international motorcycle market as new companies have entered to share the market fortunes (Harley Davidson, 2011).

Harley Davidson I believe that the idea of brands having a personality is little more than hyperbolic anthropomorphism. Personality by definition implies personhood, something an abstract concept like a brand cannot have. Rather than a brand having human traits, as the concept is often understood (Investopedia, 2012). A brand personality is more accurately described as a reflection of traits that the consumer either shares or aspires to. The brand "personality" by