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INTRODUCTION The purpose of this report is to develop a strategic corporate objective for HarleyDavidson Inc a publicly traded employee owned manufacturer of heavyweight motorcycles recreational and commercial vehicles military defense items and small engines distributing its products to domestic and international markets targeting all men and women of all ages INDUSTRY AND COMPETITIVE MARKET The industry under study is the motorcycle industry consisting of five major manufacturers one American Harley Davidson and four Japanese Honda Yamaha Kawasaki Suzuki and some European companies mainly BMW of Germany and some other Italian companies Most companies market their motorcycles and accessories on a worldwide basis handling international trade through foreign distributors and domestic sales through franchised outlets Industry sales of motorcycles were shrinking in the early l990s because of the recession and the competition from computers and electronic products decreasing consumers discretionary income Sales of accessories and parts make up 36 of total retail sales and is a viable area for producers to explore because people want something to differentiate their bikes Previously motorcycles were viewed as a cheap means of transportation By 1992 they came to be viewed as a recreational or a luxury item This new perception of motorcycles led to the introduction of more expensive models with higher prices This led to the introduction of consumer financing one of the fastest growing service areas in the motorcycle industry MISSION Harleys strategic objective is to continue to provide safe high technology heavyweight bikes and keep customer satisfaction at high levels This quality vision more than doubled Harleys market share and increased its brand loyalty EXTERNAL PLANNING PREMISES CUSTOMERS They can be divided into 2 categories men and women Men A Men under 30 This group accounts for 44 of all sales Therefore a great opportunity exists here because of the groups size This groups members buy motorcycles for their
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