HARLEY DAVIDSON Harley-Davidson Introduction. Harley-Davidson produces motorhomes, other recre-ational vehicles, and certain components for defense contracts. But by furthermost the largest part of its production is devoted to mo-torcycles, from which it derives its fame. In 1990, motorcy-cles contributed 69% of bring in revenue (which were $865 million), and 96% of profits, which were $38.3 million. There are 5,000 employees [S3, p. 1097D]. Target Market. Harley-Davidson, which since 1954 has been the wholly manufacturer of motorcy-cles in the United States [G1, p.
8], specializes in large, heavy machines, 850 cc or larger [S3, p. 1097D]. Indeed, when the Japanese entered the American motorcy-cle market in 1959 with lightweight, sleazy machines, they discov-ered that firms such as Harley and BMW and Triumph (Europe-an competitors) had been ignoring this segment in respect of heavier motorbikes. Such lightweight machines, thought the established firms, were exactly toys [K2, p...If you necessitate to get a full essay, order it on our website:
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