HARLEY

DAVIDSON
CASE STUDY
- GROUP 10
 ORIGIN

• Create - Harley Davidson began in the year 1903, in Milwaukee,

Wisconsin, U.S.A when two young minds of two friends William S. Harley
and Arthur Davidson, started working on a project which was to overcome
a hurdle of climbing hills on a cycle.
• Communicate & Deliver - On 1942,during world war II Harley-Davidson
shifted much of its production toward supporting the war effort, it
produced approximately 60,000 WLA models for the military and
converted the Service School into the Quartermaster School to train
military mechanics.
• After the war they again started to target the general public and people
were very patriotic and wanted to ride the same bike as their national
heroes were riding in the war.
• Capture - By serving for the nation they had already created a connection
with the general public. As they had a great history of racing and a lot of
loyal followers they also wanted to ride the powerful bike and have the
same experience.
• Sustain - In the years down the line we have seen a transition where HD
 GROWTH

• Create - Promoting the Harley lifestyle, that is to be a part of premium segment

providing personalized biking experience.
• Deliver - Harley Davidson started a trend of customized designing of the motor cycles
as per the requirements of the customer. They provide a number of accessories,
merchandise, helmet, clothes, mugs, collectibles to attract a range of customer.
• Communication - They charged heavy pricing for providing a life time experience for
adventure seeking riders.
• Capture -They tried to reach the masses through various automobile magazines,
hoarding, print media and word of mouth.
• Sustain - In order to sustain, they build up a Harley Owners Group community (HOG),
this group helped to bring together individuals that shared the same passion of ridding
a bike together.
 DECLINE

• Creating Value - Created the value of strengthening the bonds people share while
they ride Harley Davidson bikes at the time when Markets were declining, the also
tried to create the value of affordability in some of the markets.
• Deliver - Delivered the particular value by providing Necessary finances and
discounts to the first time Harley Davidson Riders and also through series of ad
Campaigns.
• Communicated and Capture - Harley Davidson started with the ad campaign
#LiveYourLegend which focused on bonds between father & son and friends in
which showcase real life stories of Harley Owners through TV Advertisement and
Social Media.
• Sustain - Did Various Bike Rallies, Charity Rides, Started with the Magazine HOG
Tales, Provided Emergency Road Services, Discount hotel rates and fly and ride
program enabling members to rent Harleys on Vacation.
 REVIVAL

• Create - Harley Davidson focused on growing sport of motorcycling. They

decided to develop new generation of riders which would hence, increase
the demand.
• Deliver - They developed new Harley Davidson and improved the fuel
economy by 5% to create demand and revive their position.
• Communicate - They targeted diverse age groups and trained 65000 new
riders to generate demand for heavy motorcycle. They also marketed the
new Harley Davidson.
• Capture - They aimed to reach out to more and more potential customers
with the new Harley Davidson model and trained new riders. They aimed at
capturing international sales. The number of customer increased and the
company added 40 international dealership last year.
• Sustain - They continuously tried to sustain their position by putting
continuous efforts viz. improved fuel economy by 5% on tourism platform
and will continue to build long range plans to achieve its goals.