Question

• 37. In the 1980s, a lapse in production quality and increase in Japanese imports drove the Harley-Davidson motorcycle company to the brink of bankruptcy. The company's share of the U.S. super-heavy-weight market—motorcycles with engine capacity of 850 cubic centimeters or more—collapsed from more than 40 percent in the mid 1970s to 23 percent in 1983. However, by 1989, Harley-Davidson controlled some 65 percent of the U.S. market; and both in the U.S. and overseas markets, the company won't be able to meet demand for years. From a marketing perspective, what was the most likely first step in Harley-Davidson's resurgence?

Answer 1

The most likely first step in Harley-Davidson's resurgence was improving their production quality.

Step-by-step explanation:

The most likely first step in Harley-Davidson's resurgence from a marketing perspective was improving their production quality. In the 1980s, Harley-Davidson faced a lapse in production quality, which led to a decrease in their market share and an increase in Japanese imports. To address this issue, Harley-Davidson implemented changes to their manufacturing processes and focused on producing high-quality motorcycles. This allowed them to regain market share and become the dominant player in the industry again.