HARLEY DAVIDSON CASE STUDY

By:- Sheetal Choudhary (410B22) Neha Chutani (409B04) GROUP-”2”

• Harley Davidson is one of those excellent companies whom has challenged traditional ideas.

“We intend to show through this case study that any

company can follow Harley Davidson’s techniques

and lead themselves to excellence”

Marketing Strategies

• The marketing transformation of Hardley Davidson from a no-hoper to the one of the great brands of the western world formed the backbone of its marketing achievement.• An improved manufacturing process which consist of “JIT, EI and SOC which lead to more reliability and improved quality.• An achievement that began not with agencies but with employees. $100 invested in Hardley Stock in 1986 was worth slightly more than $7000. by the end of 1998 and the company continues to succeed.• This was achieved by a revolution across the organization centered everyone on re-invigorating the brand and its promise of values.

Business Strategies of

Harley Davidson

• Company culture supports the values expressed in the brand.• The culture encourages people to release their creative potential.• Practices ensured shared learning across the organization.• Customer management in their companies focuses on customers over their lifetime.• Treating customers in ways appropriate to them strongly achieved.

“Integration and business success depends on the marketing ethos pervading the business and on a

successful culture and practice of evaluation and more importantly learning.”

Harley Davidson Circle Organization

Create Demand

Produce ProductProvide Support

LSC

Stakeholders

LSC= Leadership & Strategy Council

Harley Davidson Transformation

The phases of transformation:-

1. Rationalization and tough command and control management based on a collective appreciation of the Hardley identity.

2. Adoption of integrated marketing approach that can deliver value seamlessly throughout all customer experiences across the relationship.

“Creating Value is the name of the game”

Challenges faced by Harley Davidson

• Alignment of business processes to the brand value position and their by converting employee commitment into organizational effectiveness.

• Role clarity of the employees and ensure that everyone nurtures what the brand means to committed customers.

• Open communication at all levels and in-depth understanding business environment was prerequisite to perpetual growth of the organization.

• Develop people, processes and promote holistic growth at all levels of the organization.

• Involvement, empowerment and alignment is the present day foundation for its own going success as an integrated marketing leader.

• The extensive business process lead to a radical new change where in people are motivated by charismatic and visionary leadership oriented towards a long term strategy and direction of the company.

Innovative Leadership Journey of Harley

Davidson

• It also adopted an incremental innovation style where in it worked on creating more value from its existing range of products.

• The extensive business process involved all mangers to earn and call upon commitment instead of demand and compliance.