Harley-Davidsons strategy - Essay Example

Harley-Davidson’s strategy “Founded in 1903, Harley-Davidson, Inc. is the parent company for the group of companies doing business as Harley-DavidsonMotor Company (HDMC) and Harley-Davidson Financial Services (HDFS) in USA” (Harley-Davidson India). Even though the great depression has caused plenty of problems to majority of the motorcycle manufactures in America, Harley-Davidson was one among the two the motorcycle manufacturer companies survived. Globally, Harley-Davidson is regarded as the most reputed motorcycle manufacturer at present.

In most of the continents, Harley-Davidson has already established its presence and reputation. This paper analyses the strategies which helped this company to establish strong reputation in international market. “Our vision is to fulfil dreams by providing extraordinary motorcycles and customer experiences, and by fuelling the passion for freedom in our customers” (Harley-Davidson India). In other words, Harley-Davidson is capable of delivering more than its customers’ expectations. While most of the companies promise more and deliver less, Harley-Davidson promises less and delivers more.

This strategy helps the company to enhance its corporate image immensely. Harley-Davidson is considering its customers as the most important elements in its business. Customers are getting high quality services before and the after the purchase of Harley-Davidson motor bikes. The company knows very well that the existing customers are as important as the new customers. Harley-Davidson’s mission statement says that; “we ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders” (HD Values).

Harley-Davidson Company is providing individualized services to the customers. In other words, customers of Harley-Davidson have the luxury to get their motorbike after the customization process. The company is ready to do a lot of customization on its bike based on the demands of the individual customers. No other motorcycle manufactures are ready to do so. This strategy is helping the company to satisfy the customer needs in a better manner. Harley-Davidson is keen in improving company’s reputation with the help of the observance of some of the key values.

Some of the core values, followed in the company’s dealings are; tell the truth, be fair, keep the promises, respect the individual and encourage the intellectual curiosity (HD Values). Unlike many other companies, Harley-Davidson is keen in telling the truth to all its customers and stakeholders. The company never tries to cheat its customers. Moreover, it will never give false information about its products, as a strategy to improve the sales. Whatever the promises made to the customers at the time of selling a Harley-Davidson product will be strictly observed later.

The company keeps respect in all its dealings. The management has immense faith and respect towards its employees. As a result of that Harley-Davidson employee loyalty towards the company is much better than that of employees of other companies towards their companies. Another important strategy followed by Harley-Davidson is with respect to sustainable development. The company is keen in protecting the environment as much as possible. Moreover, they are ready to provide something back to the communities in which they operate.

In other words, the company is ready to demonstrate corporate social responsibility; not in words but in practice. To conclude, some of the critical success factors of Harley-Davidson Company are; sustainable developmental business practices, corporate social responsible, high quality customer service, individualized care to customers before and after the sales etc. Works Cited “HD Values”. 2012. Web. 08 March 2014. “Harley-Davidson India”. Web. 08 March 2014.