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Harley Davidson

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Step 1
Harley Davidson's mission ""We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments". The mission statement of Harley Davidson promises to fulfill the dreams of its customers through the experience of motorcycling. The mission is to provide o both the motorcyclists and general public an expanding line of motor cycles and branded products and services.

Step 2
In accordance with its Mission, Harley Davidson is extending its line of motorcycles. In 2001 the V-Rod was introduced, in 2002 a new Softail model was introduced; Buell introduced the Buell Blast, which is a single cylinder bike. In 2002 the VRCA V-Rod was introduced, Harley Davidson expanded its line to provide a wider variety of bikes to its customers. In 2003 Lightning XBS9 was introduced, the FLHRSI Road King was introduced in 2004, and in 2005, the XL 883 Sportster was marketed. In the 2006 the Dyna motorcycle line was developed with 6-speed transmission.

Harley Davidson has been fulfilling dreams through the ...

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Harley Davidson: International Operations and Export Strategy

Place yourself in the role of a market manager at Harley Davidson.

Your company, Harley-Davidson, has chosen to compete in various country markets in Europe and Asia using an export strategy. Read the sections of its latest annual reports from 2009 and 2010 at www.harley-davidson.com related to its international operations. Why does it seem that the company has avoided developing production facilities outside the United States?

List any references used.

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