...Management Case study: Harley-Davidson Contents Question 1 3 Question 2 5 1. Brand elements 5 2. Criteria 6 Question 3 8 1. Custom Vehicle Operations program (CVO) 8 2. Harley Owners Group (HOG) 8 3. Bar café 8 4. Exchange of motorcycle 9 5. Companies can learn from H-D 9 Question 4 10 1. Definitions 10 2. Equally successful 10 3. Non-equally successful 10 4. Co-branding or not? 11 Question 1 ------------------------------------------------- Make a detailed SWOT Analysis of the Harley-Davidson Company, paying particular attention to the marketing mix (Product, Price, Promotion, Distribution, Personnel) STRENGTHS | WEAKNESSES | * Net income of 2003 was $760mn, its more than 30% as compared to the previous year 2002 ; * The standard and performance segments of Harley Davidson make up 70% of the European heavy weight motorcycle market ; * Harley-Davidson operates in two segments: Harley-Davidson motorcycles & related products and HDFS (Harley-Davidson Financial Services) ; * Harley-Davidson is the only major American heavyweight motorcycle manufacturer ; * Strong brand name ; * The HOG (Harley Owners Group), which have a 750,000 members worldwide is the industry’s largest company sponsored motorcycle enthusiast organization ; * Buell Riders Adventure Group (BRAG) was also formed recent ; * Customization of the bikes, this is Harley-Davidson’s major revenue maker; * Harley-Davidson have a good marketing...
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...Vision Building Inc 3302 Bent Creek Ct Louisville KY, 40218 December 5, 2012 Revision of Bad News Letter. Dear Mr. Johnson, I am writing to inform you of a new annual auction dinner that we are about to beginning, effective January 1, 2012, that will enable us to serve your large party needs more often and without delay. We are grateful to have you people giving us that concerned. Therefore, my staff would love to attend the new annual auction dinner, but due to some management obligation at the upper level, we will not be able to participate in the dinner party for this time. However, this meeting was scheduled for the past two month and half, if my staff and I have known earlier about the program we would manage to be there at the dinner. I hope you people understand our problematic situation due to which my staff and I declined this auction dinner. In regard to this concern about this important dinner, my staff would recommend that your management invite Mr. Peter Miller CEO of Harley Davidson, Inc., that will take our place. However, we believe that Mr. Miller and his staff will be able to attend the new annual auction dinner scheduled for that event. For your convenience I am attaching his contact information with this letter. If your management need any other help or concerned from our company, please feel free to contact us at (502) 407- 1575 or e-mail.com us @ luogon_torwon@yahoo.com. Regards Torwon Luogon Director of Vision...
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...In this paper I will attempt to help Gene One solve their current problems that they are experiencing as a result of poor planning by management with a new IPO strategy. Although I believe that they were looking out for the company’s/employees’ best interest, the lack of a solid game plan has led us to this point where the working relationship between management has failed. While attempting to uncover the optimal solution I will look at the factors that should be considered when evaluating all options. My hopes are to bring to light why one solution is better than the next as it relates to the vision and goals of the company. This will be done by examining evidence from outside sources that have been through similar situations. This solution will be centered on transformational leadership and organizational culture. By identifying the primary causes of the failed strategy’s implementation, I will dissect and attempt to salvage the IPO strategy that Gene One will still need to carry out. In reading this scenario, one thing obvious from the onset; the senior leadership team at Gene One is not all on the same page. Anytime there is a culture change within an organization there will be resistance by some to change. In the case of Gene One they are no more immune than any other company. Evidence of this could be seen from the interactions of Teri and Michelle at the 1st leadership meeting after the board’s approval of the IPO plan. “What’s the matter, Michelle? Not finding enough...
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...The Classic Black Leather Jacket Julie Conlon Julie.conlon@carestreamhealth.com April 15, 2012 585-709-8948 In today’s fashion world the black leather jacket is a must with fashion designers, and comes in countless styles. Everyone, men, woman and child are known to wear the black leather jacket; you can dress it up or dress it down. That was not always the case with the black leather jacket; at one time in history the black leather jacket reflected a statement of the bad boy, the rebel, the greaser, and gangs. The black leather jacket stemmed from the original World War II Brown Bomber Jacket. Pilots were issued a standardized brown bomber jackets also know as the A-2 flight jackets. These jackets were made out of horsehide and lined with a heavy fleece, designed to keep the pilots warm due an open cockpit and changing climate conditions experienced while flying. Another flight jacket that was issued in the service was the B3 Bomber Jacket made out of sheepskin. These bomber jackets became poplar with not only the pilots, but all different divisions of the US Military. Military men could have patches stitched on they jacket representing their rank and your division. Wearing theses bomber jackets not only represented a strong military man, it represented power and prestige. Of course the bomber jacket became even more popular with a 1957 movie “Night Passage”, staring Jimmy Stewart, wearing a brown bomber jacket. But when the movie “The Wild One” hit the movie...
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...manufacturer in the world. The case illustrates how this organization strives to serve customers and achieve a profit. The case intentionally emphasizes features of Toyota's manufacturing system, rather than its marketing strategies per se, to show how the whole organization is focused on serving customer wants and needs, not just the marketing department. Suggestions for Discussion Questions 1. In what ways is Toyota's new-product development system designed to serve customers? There are a number of features to this system that make it customer oriented. The Toyota system responds more quickly than competitors, allowing the company to correct any mistakes and react to market trends faster than competitors. The system has a chief engineer responsible for the product from design to marketing. This may allow consumer research to function as a direct input into engineering specifications rather than become a secondary concern after the product is designed. Since the corporate philosophy is to serve customers, consumer inputs are more likely to be used develop better new products. 2. In what ways is Toyota's manufacturing system designed to serve customers? There are a number of features in Toyota's manufacturing systems that are designed to serve customers, including the following features. Employees, even on the assembly line, are trained to consider their output as a product that should satisfy the next employee (the "customer") who receives it. If everyone in the company...
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...Breakout Strategy Meeting the Challenge of Double-Digit Growth Sydney Finkelstein Charles E. Harvey Thomas C. Lawton (McGraw-Hill, New York, 2006) Table of Contents Dedication Acknowledgements Table of Contents List of figures Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Breakout Strategy Getting on the Fast Track Staying out Front Breakout Dynamics Putting Vision to Work Being a Magnet Company Delivering the Promise Executing Breakout Breakout Leadership Appendix: case study companies Index List of Figures Figure 1.1 Figure 2.1 Figure 3.1 Figure 4.1 Figure 5.1 Figure 5.2 Figure 5.3 Figure 5.4 Figure 5.5 Figure 6.1 Figure 6.2 Figure 6.3 Figure 6.4 Figure 7.1 Figure 7.2 Figure 7.3 Figure 8.1 Figure 8.2 Figure 8.3 Figure 9.1 The Breakout Strategy Cycle Companies Getting on the Fast Track Companies Staying Out Front Types of Capital and the Capital Accumulation Process The Vision Wheel State Transition for Harley-Davidson: Organization State Transition for Harley-Davidson: Culture State Transition for Harley-Davidson: Relationships State Transition for Harley-Davidson: Markets The Six Pillars of a Value Proposition Leveraging up the Apple Value Proposition Reconciling Different Value Propositions Leveraging up Samsung Electronics’ Value Proposition Components of a Business Model Aligning the Business Model and Value Proposition Business Model Needs Analysis Delivering Strategy System Balance and Strategy Delivery at...
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...ROBERT F. HARTLEY • Cindy Claycomb 12th Edition T W E L F T H E D I T I O N MARKETING MISTAKES AND SUCCESSES Robert F. Hartley Late of Cleveland State University Cindy Claycomb Wichita State University VICE PRESIDENT & EXECUTIVE PUBLISHER SENIOR EDITOR PROJECT EDITOR EDITORIAL ASSISTANT ASSOCIATE DIRECTOR OF MARKETING MARKETING MANAGER MARKETING ASSISTANT DESIGN DIRECTOR PRODUCT DESIGNER SENIOR PRODUCTION MANAGER ASSOCIATE PRODUCTION MANAGER PRODUCTION EDITOR COVER DESIGNER George Hoffman Franny Kelly Brian Baker Jacqueline Hughes Amy Scholz Kelly Simmons Marissa Carroll Harry Nolan Allison Morris Janis Soo Joel Balbin Eugenia Lee Kenji Ngieng This book was set in 10/12 New Caledonia by Aptara®, Inc. and printed and bound by Courier/Westford. The cover was printed by Courier/Westford. This book is printed on acid-free paper. Founded in 1807, John Wiley & Sons, Inc. has been a valued source of knowledge and understanding for more than 200 years, helping people around the world meet their needs and fulfill their aspirations. Our company is built on a foundation of principles that include responsibility to the communities we serve and where we live and work. In 2008, we launched a Corporate Citizenship Initiative, a global effort to address the environmental, social, economic, and ethical challenges we face in our business. Among the issues we are addressing are carbon impact, paper specifications and procurement, ethical...
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...www.it-ebooks.info www.it-ebooks.info E L E V E N T H E D I T I O N MARKETING MISTAKES AND SUCCESSES 3 0 T H A N N I V E R S A RY Robert F. Hartley Cleveland State University JOHN WILEY & SONS, INC. www.it-ebooks.info VICE PRESIDENT & PUBLISHER EXECUTIVE EDITOR ASSISTANT EDITOR PRODUCTION MANAGER PRODUCTION ASSISTANT EXECUTIVE MARKETING MANAGER ASSISTANT MARKETING MANAGER MARKETING ASSISTANT DESIGN DIRECTOR SENIOR DESIGNER SENIOR MEDIA EDITOR George Hoffman Lise Johnson Carissa Doshi Dorothy Sinclair Matt Winslow Amy Scholz Carly DeCandia Alana Filipovich Jeof Vita Arthur Medina Allison Morris This book was set in 10/12 New Caledonia by Aptara®, Inc. and printed and bound by Courier/Westford. The cover was printed by Courier/Westford. This book is printed on acid-free paper. Copyright © 2009, 2006, 2004, 2001, 1998, 1995, 1992, 1989, 1986, 1981, 1976 John Wiley & Sons, Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc. 222 Rosewood Drive, Danvers, MA 01923, website www.copyright.com. Requests to the Publisher for permission should...
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...Biography of Bill Wilson Co-founder of Alcoholics Anonymous Alcohol has been abused and been problematic in the history of the world. Before Alcoholics Anonymous it was believed that alcoholism and addiction was a mental illness and failure of willpower (Cheever 253). There was never any real hope for alcoholics till Bill Wilson discovered that one alcoholic simply talking to another alcoholic could help them both stay sober. This soon became a self help program that now has over a hundred thousand groups and over two million members worldwide. Bill Wilson’s program became what we know today as Alcoholics Anonymous or simply A.A.. Bill Wilson wrote the book, Alcoholics Anonymous: The Story of How Many Thousands of Men and Women Have Recovered From Alcoholism, and co-founded the 12 step program with Dr. Bob Smith. In 1999 Time Magazine listed him as “Bill W.: The Healer” in the Time 100: The Most Important People of the Century (Time Magazine 153). Bill Griffith Wilson was born November 26th, 1895 in East Dorset Vermont, to Gilman and Emily Wilson. He was born the night before Thanksgiving behind the bar at his parents home and business Mount Aeolus Inn and Tavern. He had a sister, Dorothy Wilson who was four years younger than him. In the spring of 1906 his mother took both children on a picnic to Emerald Lake in Vermont to tell them that their father was not coming home from a business trip and that they were going to get divorced. After the divorce Emily Wilson left her...
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...Auditing Cases An Interactive Learning Approach FIFTH M F S D E D ITIO N S. B A. B M. G F. P Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editor in Chief: Donna Battista Acquisitions Editor: Stephanie Wall Editorial Project Manager: Christina Rumbaugh Senior Managing Editor: Cynthia Zonneveld Production Project Manager: Carol O'Rourke Senior Operations Supervisor: Diane Peirano Printer/Binder: BindRite Graphics, Robbinsville Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within text. Copyright © 2012, 2009, 2006, 2003, 2000 by Pearson Education, Inc., publishing Prentice Hall. All rights reserved. Manufactured in the United States of America. This publication is protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458, or you may fax your request to 201-236-3290. Many of the designations by manufacturers and sellers to distinguish...
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...It is a shared realisation among marketers that customer loyalty stems from purchase satisfaction, however in the current climate of “me-too” products, sceptical consumers and media fragmentation, loyalty has become something more complicated to achieve. In this new century, the satisfaction-loyalty model may no longer be as relevant to explain the behaviour of consumers (McAlexander, Kim & Roberts, 2003). While there may be many ways to build customer loyalty, this essay will examine the notion of brand community to build long-term loyalty. A range of literature will be examined and an example will be used to further illustrate the theory of brand community. I will begin by defining the terms used and by looking at the traditional satisfaction-loyalty model. Neal, Quester and Hawkins (2003) define loyalty as a consumer’s commitment to a brand because they believe it satisfactorily meets their overall needs and they have formed an emotional attachment to the brand. However this definition of loyalty presumes that satisfaction is an antecedent to loyalty. A less presumptuous definition of loyalty, and the one this essay will make use of, states that loyalty is a deeply held: ‘commitment to re-buy or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior” (Oliver, 1999, p.34). Neal et al (2003)...
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...Auditing Cases instructor resource Manual f our th e d itio n Mark S. Beasley Frank A. Buckless Steven M. Glover Douglas F. Prawitt do not coPy or redistribute Prentice hall Upper Saddle River, New Jersey ta b l e s e ct ion o f co n t e n t s 1 2 client acceptance . . . . . . . . . . . . . . . . . . . . . . . . . . . S o l u tionS inc lu de d in t h iS Section 1.1 Ocean Manufacturing, Inc. 3 The New Client Acceptance Decision s e ct ion Understanding the Client’s Business and assessing risk . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 S o l u tionS inc lu de d in t h iS Section 2.1 Your1040Return.com Evaluating eBusiness Revenue Recognition, Information Privacy, and Electronic Evidence Issues . . . . . . . . . . . . . . . . . . . . . . . . . . 25 2.2 2.3 2.4 Dell Computer Corporation Evaluation of Client Business Risk Flash Technologies, Inc. Asher Farms Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Risk Analysis and Resolution of Client Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Understanding of Client’s Business Environment s e ct ion 3 Professional and ethical issues . . . . . . . . . . . . . . . . . . . . . . . 59 S o l u tio nS inc lu de d in t h iS Section 3.1 3.2 3.3 3.4 3.5 A Day in the Life of Brent Dorsey Staff Auditor Professional Pressures Nathan Johnson’s Rental Car Reimbursement Solving Ethical Dilemmas–Should...
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...Define Wal-Mart’s strategy Traditionally, Wal-Mart has essentially had a low-cost, high volume strategy. The strategy aims at customer satisfaction through low prices and relatively good customer service. Here are the basic details. • Low cost: Wal-Mart has lower operating expenses than the industry average. The primary cost advantage is Wal-Mart’s superior distribution capability (location of stores, inside-out growth patterns, cross-docking, superior information management). Quantitative details on cost advantage are set forth in Section 3 below. • High Volume: Industry analysts watch Wal-Mart’s growth of sales figure very closely. Wal-Mart’s prices are low by the industry standard, which, combined with its lower costs, indicates a strategy that aims at growth in volume through grabbing increased market share (cf. Dell). • Customer Satisfaction: Low prices, advanced data management and extremely motivated employees (“10 ft rule”, “sundown rule”) means a better customer experience than at other discount retailers, even though Wal-Mart remains a self-service retailer. In addition, the large size of the traditional Wal-Mart stores adds convenience by offering a one-stop solution by offering a wide range of products. In the words of Sam Walton, “Wal-Mart’s aims at creating a loyal customer base by lowering their cost of living through offering quality and other products at significantly lower prices, while surprising them on the convenience and service level side.” It’s...
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...TE AM FL Y Praise for Marketing Insights from A to Z “The bagwan of Marketing strikes again. Leave it to Phil Kotler to revisit all of our blocking and tackling at just the right time . . . and as all great marketers know: ‘timing is everything.’” —Watts Wacker Founder and CEO, FirstMatter Author, The Deviant Advantage: How Fringe Ideas Create Mass Markets “Wide-ranging, readable, pithy, and right on target, these insights not only are a great refresher for marketing managers but should be required reading for all nonmarketing executives.” —Christopher Lovelock Adjunct Professor, Yale School of Management Author, Services Marketing “Kotler tackles the formidable challenge of explaining the entire world of marketing in a single book, and, remarkably, pulls it off. This book is a chance for you to rummage through the marketing toolbox, with Kotler looking over your shoulder telling you how to use each tool. Useful for both pros and those just starting out.” —Sam Hill Author, Sixty Trends in Sixty Minutes “This storehouse of marketing wisdom is an effective antidote for those who have lost sight of the basics, and a valuable road map for those seeking a marketing mind-set.” —George Day Geoffrey T. Boisi Professor of Marketing, Wharton School of Business “Here is anything and everything you need to know about where marketing stands today and where it’s going tomorrow. You can plunge into this tour de force at any point from A to Z and always come up with remarkable insights and...
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...Introduction “What’s in a name? That which we call a rose by any other word would smell as sweet”, said Shakespeare. What explains McDonald’s, Apple I Pod, Toyota and Harley Davidson, etc., to be among the top 100 brands? Is it their sales revenue? No. Is it their years of existence? No. Is it their global presence? No. If all of these are not indicative of the companies’ entitlement to feature in the global brands’ list, what then explains their inclusion? The answer is Brands. Because these companies are able to create, nurture, and sustain powerful brands and all the above stated inferences are consequences of these untiring efforts. The next question is what’s a brand? A brand is a collection of perception in the minds of the consumers and resides in the minds of the consumers and resides in their minds. It propels them with a very high perceived association value. A brand is not a by product, an ad campaign, a logo, a spokesperson or a slogan. It is a differentiating identity and the most important reason for the employees, investors and customers to associate with the company. It is the firm’s most important asset in the long term. It is also a bond between the customers and the company. A brand assures reliability and quality. Brand owners have a powerful incentive to ensure that each pie is as good as the previous one because that would persuade people to come back for more. Brands are perceptions. The Volvo brand stands for “safety”. The Mercedes Benz brand is associated...
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