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TRANSFORMATION OF HARLEYHARLEY-DAVIDSON

- A CASE ANALYSIS

REYNALDO ROBLES PROJECT MANAGEMENT, MAINTENANCE & QUALITY

STATEMENT OF THE PROBLEM
Short- Term 1. A. Growing Production Backlog of almost a year B. If need to Export Production Abroad Long-Term 1. Renewed efforts by Japanese firm (Kawasaki ) 2. Europe as the new battleground for heavyweight motorcycle segment.

CAUSES OF THE PROBLEM
STRENGHTS
Major US motorcycle maker Nation¶s number one seller of motorcycles (heavyweight) Has greatest market share(49%) of heavyweight segment Excellent brand recognition Superior customer loyalty. High repurchase intent Quality engineering of motorcycles unit Low turnover rates

STRENGHTS
Sold through a strong dealer network, which also provides service and sales of parts and accessories Excellent and long lasting relationship with its dealer, suppliers and employees Promoting motorcycle club With licensing activities which is a great source of advertising Large quantity of patents and trademarks deposited

WEAKNESSES
Has not been able to fully meet the demand allowing other entrants to penetrate the market Foreign competitors have lower manufacturing cost Products ...

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Keywords

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