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...The Sparkles Series Harley Davidson Organisation-led Integrated Marketing Angus Jenkinson Professor of Integrated Marketing Luton Business School angus.jenkinson@luton.ac.uk Branko Sain Research Fellow Luton Business School branko.sain@luton.ac.uk The Centre for Integrated Marketing has been funded by industry to research best practice and develop intellectual and other tools on behalf of leading marketers and their agencies. Anyone literate in Marketing is likely to respect the marketing achievement of Harley-Davidson in its marketing transformation from a no-hoper to one of the great brands of the Western world: an achievement that began not with agencies but with employees. $100 invested in Harley stock in 1986 was worth slightly more than $7,000 by the end of 1998 and the company continues to succeed. This was achieved by a revolution across the organisation centred everyone on re-invigorating the brand and its promise of value. Creating value is the name of the game The Harley Davidson transformation began with a company that was suffering. In the 10 years to 1983, Harley’s market share of the 850 CC plus motorcycle category had dropped from 80% to 23%. The company was haemorrhaging cash and profits. Staff were demoralised. The culture and environment was toxic. The first phase of the transformation involved rationalisation and tough command and control management. This was phase 1 management. It was not enough however to create success: for this positivity...
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...Final Global Business Plan When the U.S. based Harley-Davidson company considers foreign investment in the South American country Peru it is important to consider several factors that will be critical to its success. Past papers have analyzed the country and the region, the political and economic environment, the opportunities and threats involved in doing business there, and how the company’s strengths support those opportunities and how its weaknesses can be mitigated to minimize the threats. This final analysis will review Harley-Davidson’s marketing approach, financial overview, options for financing the foreign investment, the decentralized nature of the organization and its benefits for global operations, and the companies available exit strategies for a Peruvian operation. Marketing Mix Harley-Davidson has chosen the strategic direction of targeting a youth market that is more up to speed with the technologies of today to increase its share in the cruiser market. The average age in Peru is 26.2, and with the introduction of the v-rod motorcycle, Harley-Davidson cut out a sizable share of the cruiser market. That will be the goal of the new market in Peru, with the change being a duel-role product for both off road and street use. To target the younger market by introducing a new product, the company has chosen to concentrate on the following market objectives: market expansion into Peru and product diversification to meet the needs of the customer in their current...
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...Genuine Harley Davidson Parts Sales Recovery Marketing Plan Mark McLean BUS620 Dr. Patricia Ryan October 31, 2011 0.1 Company Overview Harley-Davidson, Inc. was founded in 1903 and is head quartered in Milwaukee, Wisconsin. The motorcycle company produces and sells heavyweight, cruiser class motorcycles, and supports its customers with motorcycle parts, accessories, and related financial services. Harley –Davidson functions within two segments; Motorcycles and Related Products, and Financial Services. The Motorcycles and Related Products segment include the design, manufacture, and sale of the heavyweight touring, custom, and performance motorcycles. This segment covers a very large geographic area that covers North America, Europe, the Middle East, Africa, the Asia/Pacific, and Latin America markets. To support its customers and add additional revenues, Harley-Davidson or H-D, makes available a line of motorcycle parts and accessories, including replacement parts, and mechanical and cosmetic accessories; general merchandise, such as apparel and accessories; and related services. Also, this segment manufactures five families of motorcycles and three brands. The motorcycle families are Touring, Dyna, Softail, Sportster, and VRSC and the three brands are Harley-Davidson, Buell, and Cagiva (Hoovers Company Records, Harley-Davidson, Inc). The second segment called Financial Services provides wholesale and retail financing, and insurance and insurance-related...
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...BUSN 420 Business Driven Technology Final Project Submit a 2,000-word written case analysis of one of the three cases from the textbook listed below. Each case covers different areas of this course so that you can spend your time on this assignment further researching the set of topics that most interest you and/or will be most beneficial in your future career. Be sure to address all the questions for your chosen case and demonstrate five or more theories or principles learned in this course as a part of your case analysis. Your paper must be written in APA format with a proper title page and reference list that cites at least 5 scholarly sources. Please do not simply record answers to the questions, rather synthesize your responses into a cohesive case study analysis. Please upload your final project paper to Blackboard through the Assignment Manager tool. The 2,000-word count does not include charts, graphs, title page or supporting appendices. I will be using the Final Project Rubric (see end of this assignment) to grade your case analysis. Please Note: There are few right or wrong answers in the business world. There are really only efficient and inefficient, and effective and ineffective business decisions. If there were always right answers businesses would never fail. These questions were created to challenge you to apply the materials you have learned to real business situations. For this reason, when grading your answers, I will be focusing on your justification or...
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...Abstract Every organization will utilize numerous strategies, data analysis, and effective communication to incorporate quality and ethics. This paper highlights the importance of Total Quality Management as it relates to business ethics, the value-chain, and regarding executional and structural cost in four scenarios. The four scenarios discuss HighTech’s COO ethical issues, Harley Davidson’s value-chain, Bikes.com executional cost drivers, and Food Fare’s structural cost drivers (Blocher, et al., 2013). All are techniques in which management creates policies and procedures that will guarantee that their products and services will exceed customer’s expectations (Blocher, et al., 2013, p. 13). Problem: 1-33 (HighTech, Inc.) As the Chief of Operations (COO) with HighTech, my main focus should be on the finances of the company; unfortunately, due to the defective memory chip there are some issues that the company will face. For example, product defects, warranty costs and product recalls are a part of the TQM process that HighTech will have to deal with if and when management decides to recall or replace the defective product. Therefore, ethics is critical to the success of any business and as the COO, I have a responsibility to the company in which I work for. The IMA Statement of Ethical Professional Practice has rules and regulations that must be followed to maintain ethics in the business. For instance, professionals must maintain competence, confidentiality, integrity...
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...The Harley Davidson case evaluates several options and choosing the one that best aligns with company’s strategy, is financially viable for long term and provides a strong footing against the rising competition. The case is fundamentally focused on the question of timing and capacity. Timing is a factor that needs built into our decision tree’s framework and in this case, ultimately asking, when and how much capacity? In order to answer the question, we diagnosed the issues and identified limitations of the current capacity, which hampers Harley’s ability to expand and meet demand. It is important to appropriately incorporate risk as it goes well beyond just capacity. For incorporate risk into the analysis and decision making we recognized that a series of tools would be required. The approach involved three analysis tools for considering various factors that are important for decision making: Demand Analysis: We needed to forecast for the demand, supply and margins, while distinguishing demand from output and sales. Scenarios and Capacity Analysis: Next step was to determine the factors for building the scenarios, assign probabilities, estimate the cash flow and then compute the NPV. We modeled capacity adjustments and continuous improvements, then included plans or options for changes and new products. Risk Analysis and addressing management’s success criteria: Our decision needed to account for the risk aversion of the company due to its learning from its history...
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...1) Online auctions: We believe it’s high time that we embrace the technology and make a transition to internet auctions. Develop an online platform through which growers can sell their products and buyers can purchase them. Both of them will be charged a 0.1 % of transaction amount. This will not only bring in additional revenue but also make the whole process of buying and selling a lot easier. These are the financials involved. We estimate that online portal will cost us around $3 million. With the revenue that we will generate from it, cost of portal will be covered in 341 days. 2) Service Customization As per the recent trend, many clients don’t want full range of auction services. Hence sometimes they bypass auctions and directly contact growers. Taking this into account, we have decided to offer clients what they want. Auctioneers will offer services in the form of bundles. Clients can customize their bundles as per their needs. 3. Situational Analysis 3.1. SWOT Analysis Strengths: * Rich heritage ( Considered America’s original motorcycle company) * Strong brand equity because of snowmobiles and off-road vehicles * Strong supply chain and distribution channel of parent company (Polaris): Polaris' marketing activities are designed to promote and communicate directly with consumers as well as to assist the selling and marketing efforts of its dealers and distributors. The company provides and advertises discount or rebate programs...
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...Write a 700- to 1,050-word paper in which you define marketing. Include in your paper your personal definition of marketing and definitions from two different sources. Based on these definitions, explain the importance of marketing in organizational success. Provide at least three examples from the business world to support your explanation. Properly cite sources used in the paper. Format your paper consistent with APA guideline DEFINITION OF MARKETING By know this .com Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer. Marketing is the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individual and organizational goals." American Marketing Association. My personal definition Marketing is a set of activities, which will satisfy the objectives of both the organizations its stakeholders including customer. Marketing is the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individuals and organizational goals. (www.wikipedia.com) There are two major aspects of marketing which is the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). The four general sets of activities...
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...LDR 300 Entire Course FOR MORE CLASSES VISIT www.ldr300edu.com LDR 300 Week 1 DQ 1, DQ 2 and DQ 3 LDR 300 Week 1 Individual Assignment Leadership and Management Paper LDR 300 Week 2 DQ 1, DQ 2 and DQ 3 LDR 300 Week 2 Team Assignment Leadership Profile Part I LDR 300 Week 2 Individual Assignment Leadership Theories Matrix LDR 300 Week 3 DQ 1, DQ 2 LDR 300 Week 3 Team Assignment Leadership Profile Part II LDR 300 Week 3 Individual Assignment Leadership and Power Paper LDR 300 Week 4 DQ 1, DQ 2 and DQ 3 LDR 300 Week 4 Team Assignment Positive Leadership Theories Presentation LDR 300 Week 4 Individual Assignment Positive Leadership Summary Table LDR 300 Week 5 DQ 1, DQ 2 and DQ 3 LDR 300 Week 5 Team Assignment Leadership Profile Part III LDR 300 Week 5 Individual Assignment Leading Diversity LDR 300 Final Exam ………………………………………………………………. LDR 300 Final Exam FOR MORE CLASSES VISIT www.ldr300edu.com How would you define successful leadership? What standard do you apply when evaluating leadership success? Is it possible to predict success based on organizational cultures or other factors? Provide examples to support your answer. What methods exist to develop leaders in an organization? What methods does your organization use? Why? Have any methods been counterproductive? In what ways? In The Art and Science of Leadership, Nahavandi writes about the dark side of power. Provide an example. What organizational factors contributed to the leader’s behavior...
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...BAM 306 Principles of Marketing Final Examination Follow Below Link to Download Tutorial https://homeworklance.com/downloads/bam-306-principles-of-marketing-final-examination/ For More Information Visit Our Website ( https://homeworklance.com/ ) Email us At: Support@homeworklance.com or lancehomework@gmail.com 1. All of the following are accurate descriptions of modern marketing EXCEPT which one? 2. Marketing is the creation of value for customers. 3. Marketing is used by for-profit and not-for-profit organizations. 4. Marketing is managing profitable customer relationships. 5. Marketing involves satisfying customers’ needs. 6. Selling and advertising are synonymous with marketing. 2. Consumer research, product development, communication, distribution, pricing and service are all core ________ activities. 1. management 2. exchange 3. production 4. customer relationship management 5. marketing 3. Which marketing orientation calls for aggressive promotional efforts and focuses on generating transactions to obtain profitable sales? 1. Product concept 2. Selling concept 3. Marketing concept 4. Production concept 5. Societal marketing concept 4. Which of the following reflects the marketing concept philosophy? 5. “We build them so you can buy them.” 6. “You won’t find a better deal anywhere.” 7. “We don’t have a marketing department; we have a customer department.” 8. “We’re in the business of making and selling superior products...
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...BAM 306 Principles of Marketing Final Examination Follow Below Link to Download Tutorial https://homeworklance.com/downloads/bam-306-principles-of-marketing-final-examination/ For More Information Visit Our Website ( https://homeworklance.com/ ) Email us At: Support@homeworklance.com or lancehomework@gmail.com 1. All of the following are accurate descriptions of modern marketing EXCEPT which one? 2. Marketing is the creation of value for customers. 3. Marketing is used by for-profit and not-for-profit organizations. 4. Marketing is managing profitable customer relationships. 5. Marketing involves satisfying customers’ needs. 6. Selling and advertising are synonymous with marketing. 2. Consumer research, product development, communication, distribution, pricing and service are all core ________ activities. 1. management 2. exchange 3. production 4. customer relationship management 5. marketing 3. Which marketing orientation calls for aggressive promotional efforts and focuses on generating transactions to obtain profitable sales? 1. Product concept 2. Selling concept 3. Marketing concept 4. Production concept 5. Societal marketing concept 4. Which of the following reflects the marketing concept philosophy? 5. “We build them so you can buy them.” 6. “You won’t find a better deal anywhere.” 7. “We don’t have a marketing department; we have a customer department.” 8. “We’re in the business of making and selling superior products...
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...Save the Triumph Bonneville: The Inside Story of the Meriden Workers' Co-op. 12 Weckerle, A., 2013. Civility in the Digital Age: How Companies and People Can overcome trolls. New York, NY: Pearson Education. 13 Woolridge, H., 2004. The Triumph Trophy Bible. Poundoury Veloce Publishing Ltd. 13 Abstract This term paper is a study of Triumph Motorcycles Ltd with a focus on the major risks that face the company in the foreseeable future. The opportunities and the threats that are presented by the risks have also been analyzed critically. The strategies that will be used to take advantage of the opportunities presented and also those strategies to curb the threats identified have been formulated in this paper. The strategies considered are specific to Triumph Motorcycles Ltd. Triumph Motorcycles is the biggest United Kingdom motorcycle manufacturer. The various threats facing Triumph in the motorcycle industry are studied in this paper include but not limited to: competition, changes in technology and innovation, costs of production and marketing, changes in customer preferences, finances, global recession, unpredictable risks such as fire and others. This paper also analyses the strategies Triumph can take to curb the risks it is facing in the future. Taking advantage of the opportunities available for Triumph is also evaluated. Introduction...
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...APU HRMT 416 Entire Course IF You Want To Purcahse A+ Work then Click The Link Below For Instant Down Load http://www.hwprofile.com/?download=apu-hrmt-416-complete-course IF You Face Any Problem Then E Mail Us At JOHNMATE1122@GMAIL.COM All Discussions,Quizes,Assignments And Final Paper Question Topic for Discussion: Human resource development, as we discussed, can be a stand-alone function, or it can be one of the primary functions within the HRM department. How is training conducted in your organization? Briefly discuss with your fellow classmates and formulate ways that training and HRD can be improved upon in your department or organization. Forum Rubric (Link) Instructions: Your initial post should be at least 250 words. Please respond to a minimum of 2 students. Include a minimum of (3) references or sources to support your ideas, arguments, and opinions. Responses should be a minimum of 100 words and include direct questions. Please review the forum grading rubrics in order to understand your responses in the forum will be graded. WEEK 2 Topic for Discussion: This week’s lesson deals with different learning styles and the adult learning model or andragogical learning models. How is learning facilitated in your organization or workplace? Are training needs met in your opinion? If so how? If not, how could they be improved? Forum Rubric (Link) Instructions: Your initial post should be at least 250 words. Please respond to a minimum of 2 students...
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...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 CEMEX Organizational Culture and Cultural Reproduction Breakout Leadership Capabilities Chapter 1 Breakout Strategy ______________________________________________ We all want to identify the essential ingredient that makes for outstanding business success, the decisive factor that differentiates exceptional...
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