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Harley - Davidson

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Submitted By nadinechakhtoura
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Harley- Davidson:
History :
Harley- Davidson was found in 1901, and was incorporated in 1907. After 10 years they sold one-third of their motorcycles to the U.S military, and within a year later selling their motorcycled reached half of the amount. In 1912 Japan was the first country outside the U.S. to have Harley-Davidson dealers. In 1914 Harley-Davidson entered the racing competition. 1969 Harley-Davidson merges with American Machine and Foundry (AMF) a producer of leisure products, and in the year 1981 the senior executives bought back Harley-Davidson from AMF. In 1986 Harley-Davidson is listed on the American Stock Exchange for the first time since 1969 when AMF purchased Harley-Davidson.

Overview: Harley- Davidson was a motorcycle manufacturer. They offered motorcycles, spare parts, accessories, apparel…and many others. It was active in two business segments: motorcycle and related products with Harley- Davidson motor company and Buell Motorcycle Company, and financial services with the Harley- Davidson financial statement. In 2001 Harley-Davidson announced record revenues and net earnings for the 16th consecutive years. The company’s revenues were $3.4 billion and increased by 15.7% over the previous years.
The commemorative products for their 100th anniversary celebration were a major driver for their exceptional third quarter performance and are a great springboard for growing demand for the future.
The company suffered from a bad reputation which was: poor quality, low reliability and the lack of innovating products. The turnaround product begun by reducing 40% of their overall work force and by reducing 9% wage cut. The turnaround also included the introduction of new products.

Business strategy:
“It is one thing for people to buy your product, it’s another for them to tattoo your name on their bodies” (Harley-Davidson).
Part of...

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