Harley-Davidson, Inc. 2020

アブストラクト

The iconic 117-year-old American motorcycle manufacturer, Harley-Davidson is known for its classic design, polished chrome and obnoxiously loud engines, but what happens when you take away the essence of the brand and replace it with the hum of an electric motor. The abrupt resignation of Matthew Levitich (former President and CEO) on February 28th, left Jochen Zeitz (Chairman of the Board of Directors, Acting President and CEO) in a precarious situation. The company’s unit sales and earnings peaked before the Great Recession and nearly recovered in its aftermath, but have been sliding for the past five years. Harley-Davidson’s core demographic of baby boomers is aging, the younger generation is generally indifferent to the pastime and attracting new riders is becoming increasingly challenging for the company. Levatich’s More Roads to Harley-Davidson initiative developed new products in non-traditional segments such as adventure touring and streetfighter motorcycles, but the most ambitious plan was the company’s development of LiveWire, its first electric motorcycle. With LiveWire, Harley-Davidson became the first of any legacy motorcycle manufacturer to release an electric motorcycle, but LiveWire faces criticism related to its range, lack of sound, and especially, its price. This case is designed for first-year MBA students in their marketing curriculum. The Insight Note begins by analyzing Harley-Davidson’s current business stage through the product life cycle. Next, examines the core of Harley-Davidson’s brand essence through studying its history, brand image and culture. Then, analyzes its entry into the nascent electric-motorcycle segment through brand extension. Finally, through the utilization of use-case scenarios, participants can explore ways for Harley-Davidson to attract the next generation of HOG riders. What does the future of the brand look like? What should Zeitz do to ensure that Harley-Davidson survives another 117 years?

詳細情報