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Case Title:

Harley-Davidson in China

Publication Year : 2004

Authors: Christoph Zacharias

Industry: Automobiles

Region:China

Case Code: MES0003

Teaching Note: Available

Structured Assignment: Available

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Abstract:
The Harley-Davidson Motor Company (H-D) completed one hundred years in 2003. As of August 2003, H-D held a 46% share of the North American heavyweight bike market. However, the company was not successful in selling its legendary bikes in China. As of August 2003, the company didn't have a single authorised dealer in China. H-D's roadblocks in China included, amongst other things, concerns about piracy in China, Beijing's restrictions on motorcycle use and the preferences of China's bikers for low displacement bikes.

Pedagogical Objectives:

  • To discuss the roadblocks for Harley-Davidson in the Chinese bike market.

Keywords : Harley-Davidson in China; Harley-Davidson Motor Company; Harley Owners Group (HOG); Just-in-time; Displacement models; Richard Teerlink; Jeffrey L Bleustein; Buell motorcycle; Piracy; Harley-Davidson in Japan; Harley-Davidson in Taiwan; Trade barriers; Chongqing; Market Entry Strategies Case Study; Zongshen motorcycle; Price wars

Contents : 
Harley-Davidson Motor Company
H-D’s Roadblocks in China
H-D and Piracy in China
Illustration I: Harley-Davidson in Japan
Chinese Restrictions on Motorcycle Use
Harley-Davidson and Trade Barriers
Chinese Motorcycle Industry: Scene of Tiring Price Wars
A Harley Model for China
Chongqing Zongshen Motorcycle Group
Harley-Davidson Motor Company Is Born

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