Strategic Management: A Competitive Advantage Approach, Concepts and Cases, 16/e
by Fred R. David, Forest R. David
History
Harley Davidson started in a small shed in Milwaukee, Wisconsin, in 1903, where William S. Harley, age 23, and Arthur Davidson, age 22, made the first production Harley-Davidson motorcycle. In 1904, the first Harley-Davidson dealer opened in Chicago and in 1906 the first Harley factory was built in Milwaukee. Harley-Davidson Motor Co. was incorporated in 1907.
In the mid-1980s, Harley-Davidson targeted customer needs (lifestyle, freedom, adventure, community) with its unique offerings (the Harley experience) and earned price premiums (about 30 percent over competing motorcycles), while targeting a large and growing customer group at the time (baby boomers). This one-two combination of fulfilling higher-level customer needs and targeting ...
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