Harley-Davidson: Evolution of Marketing Strategy

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTA014
Case Length : 14 Pages
Period : 1997-2003
Pub Date : 2003
Teaching Note :Not Available
Organization : Harley-Davidson
Industry : Motorcycle Industry
Countries : USA

To download Harley-Davidson: Evolution of Marketing Strategy case study (Case Code: MKTA014) click on the button below, and select the case from the list of available cases:

Marketing Case Studies | Case Study


For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Marketing Case Studies Collection
Marketing Communications Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

<< Previous

Excerpts Contd...

Leveraging the Brand

H-D believed its key strength lay in its brand image rather than technology. It had built its brand image by expressing the emotional bonding of American Youth.

H-D's Ex-President and CEO, Richard Teerlink said,

"The bike represents to America, the adventurous pioneer spirit, the wild west, having your own horse, and going where you want to go - the motorcycle takes on some attributes of the iron horse. It suggests personal freedom and independence. Brand loyalty for H-D is emotional.

The H-D's symbol is based on a pattern of association that includes the American flag and the eagle; reflective of the passion for freedom Americans enjoyed."

H-D measured brand loyalty by the percentage of men and women who tattooed the company's logo on their body. By that measure, H-D had the highest loyalty of any brand in the world. The most popular tattoo in the US was the H-D shield. Many H-D owners, even those who did not have tattoos, saw H-D as an important part of their identity.

The experience of riding an H-D, or even an association that came from wearing H-D clothing, was a way for some to express their individuality.

H-D had a vigorous global program of trademark registration and enforcement...

Looking Ahead

H-D's ambitious vision was to more than double its production for the company's 100th anniversary.

The company had decided on a 9.6 percent annual increase in motorcycle production to 289,000 in 2003...


Exhibits I: H-D: Demographic Profile of Customers
Exhibits II: H-D: Types of Motorcycles
Exhibits III: H-D: Market Share


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Work Books, Case Study Volumes.