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Case 11: harleydavidson.com and the Global Motorcycle Industry (pp. 354-358)
This case discusses the success of Harley-Davidson and reviews its global position in 1998. It discusses the company’s initiatives that continued a thirteen-year record of growth in revenues and earnings. The company had a phenomenal 74 percent increase in the value of the firm in 1998 alone. It offers market share and sales information for global competitors in three regions, North America, Europe, and Asia/Pacific, and briefly discusses the product offerings of competitors including BMW, Honda, Kawasaki, Suzuki, and Yamaha.
The case has been kept relatively short since the Web sites for Harley and its competitors contain abundant additional information. The major objective of the case is to get you to visit these Web sites, compare them, and evaluate them as strategic marketing tools
Questions
1. Why is the Internet a particularly good promotion medium for Harley-Davidson? Discuss at least three (3) reasons. (55 points)
2. What different roles could Harley-Davidson’s Web site play for Harley owners, for people shopping for a motorcycle, and for people just interested in motorcycles in general? (45 points)
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