Answer:
Harley-Davidson's main international business strategy is to bring a piece of the American dream overseas. This is their advantage over other motorcycle companies. In order to take advantage of the global market, they have created different marketing strategies within different cultures to appeal to potential customers.
As a better built Japanese motorcycle began to take over the market, Harley share of its major US market - heavyweight motorcycles fell to twenty three percent. Richard Teerlink CEO of Harley since 1987 explained the key was to know the customer, and pay attention to details.
Competing with rivals
- STRONG BRANDING- Brand loyalty for Harley-Davidson is emotional. They are considered more than motorcycles-they are legends. It is an American icon brand. The Harley-Davidson symbol is based on a pattern of associations that include the American flag and the eagle; reflective of the passion and freedom Americans enjoy.
- LEVERAGE GLOBAL EFFICIENCIES IN TERMS OF TECHNOLOGY, PRODUCTION AND DISTRIBUTIONS- Harley is the oldest bike manufacturing company. So it has the advance technology as compare to other new competitor.
- CUSTOMIZING MOTORCYCLES- Harley is the company which provides new experience of riding a bike with pride. The company produces motorcycle with innovation and also what the customer want in the produce.
- IMPROVED QUALITY- The quality of the product of the company should improve in such way that the more customers can attracted towards the product and be there in the competition.
Strategies
- Newer motorcycle designs.
- Holding a strong brand.
- Promoting environmentally friendly products.
- Adjusting price while maintaining quality.
Step-by-step explanation: