...Outlaw motorcycle gangs are one of the most high profile exhibitions of organised crime within Australia. “Organised Crime” what is it? This label refers to the illegal activities organised by groups of criminals often to gain profit in some form. Repeating offences of organised crime by OMCG’s is often drug trafficking, a successful industry within the group. As these individuals can be easily identified by their club wear anything they do within a public setting will therefore be monitored in response to the image that they have produced over decades. There have been various responses from a varying audience targetting them due to this created stigma. To some surprise OMCG’S only account for a small percentage in law infraction and only...
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...in the 1960s. Harley-Davidson did not consider Honda’s lightweight motorcycles as a threat since they believed that people buy mostly heavyweight motorcycles not for transportation, but rather as sport vehicles for leisure time use. Unfortunately for Harley-Davidson, Honda was able to penetrate the American market successfully by offering lower prices and reliable motorcycles. The latter attracted a new segment of customers with different needs and demands. Consequently, Harley-Davidson witnessed a fall in the market share from 70% in the 60s to 5% in the 80s. Another reason for this drastic decline of market share was the bad quality of the newly produced motorcycles, as well as the brand image that was linked to the pot smoking, tattoo covered, and beer drinking motorcycle gangs. This paper will discuss the marketing strategy Harley-Davidson company has implemented to regain its market share and what the company is doing today to deliver high levels of customer value. Furthermore, the paper will shed some light on how value is managed through the marketing mix, as well as how the company has positioned itself in the market relative to competitors. Company Overview There is one U.S. based motorcycle manufacturer that stands out as a world leader in the motorcycle industry. Harley-Davidson Motor Company specializes in manufacturing and selling large, heavyweight motorcycles as well as a line of motorcycle parts, accessories, and general merchandise, such as apparel and...
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...Japan’s Motorcycle Wars alexander.indd 1 4/14/2008 9:29:25 PM alexander.indd 2 4/14/2008 9:29:25 PM Jeffrey W. Alexander Japan’s Motorcycle Wars alexander.indd 3 An Industry History 4/14/2008 9:29:25 PM © UBC Press 2008 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, without prior written permission of the publisher, or, in Canada, in the case of photocopying or other reprographic copying, a licence from Access Copyright (Canadian Copyright Licensing Agency), www.accesscopyright.ca. 17 15 14 13 12 11 10 09 08 54321 Printed in Canada with vegetable-based inks on FSC-certified ancient-forest-free paper (100% post-consumer recycled) that is processed chlorine- and acid-free. Library and Archives Canada Cataloguing in Publication Alexander, Jeffrey W. (Jeffrey William), 1972Japan’s motorcycle wars : an industry history / Jeffrey W. Alexander. Includes bibliographical references and index. isbn 978-0-7748-1453-9 1. Motorcycle industry – Japan – History. 2. Motorcycling – Japan – History. I. Title. HD9710.5.J32A43 2008 338.4’762922750952 C2007-907431-6 UBC Press gratefully acknowledges the financial support for our publishing program of the Government of Canada through the Book Publishing Industry Development Program (BPIDP), and of the Canada Council for the Arts, and the British Columbia Arts Council. This book has been...
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...“Outside the Cage”: A Look at Harley-Davidson’s Culture Clinton M. Colley Shorter University LDSP 6220: Organizational Culture and Politics Dr. Craig Shull February 18, 2013 “Four wheels move the body, two wheels move the soul” is an anonymous quote that carries significant meaning to motorcycle riders. Often times motorcycle enthusiasts can be heard telling someone that drives a car or a truck to “get out of the cage.” There is a sense of freedom and independence when riding a motorcycle. For thousands upon thousands of people around the world one name comes to mind when talking about motorcycles. That name is Harley-Davidson (H-D). Even to the “non-rider” the name Harley-Davidson is often the first brand thought of when motorcycles are mentioned. Sometimes the thoughts might conjure a thought of open plains and the wind whipping through your hair. Other times the thoughts might be more sinister like the Hells Angels or other violent motorcycle gangs. One thing is certain; the Harley-Davidson “bar & shield” logo is one of the most known logos across the United States and possibly the world. Harley-Davidson has not always had the success and customer loyalty that they have today. The success that H-D has recently enjoyed can be strongly tied to its service-minded attitude and almost cult-like customer base. This paper will take a closer look at the culture of Harley-Davidson by looking at the norms, beliefs, and values of Harley-Davidson as a company, some...
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...Harley-Davidson, Inc. was established and entered the motorcycle industry in 1903. The company has primarily focused its resources on the heavyweight motorcycle segment of the industry and is differentiated from its competitors because its focus is only on the motorcycle industry as opposed to other transportation markets such as: cars, boats, ATVs or snowmobiles. The company has experienced both the “good and bad times.” The company was founded by several young men in 1903, was bought out by AMF, experienced a leveraged buyout and ultimately became incorporated with its IPO in 1986. In addition to a constantly changing ownership structure, Harley-Davidson has also experienced significant issues with quality control, inconsistent management and a reputation for being associated with tattoos and pornography. By 1998, the company resolved its quality and image concerns, gained financial stability but continued to face supply concerns and threats of competition by new entrants and possible product substitutes. The challenge facing current Harley-Davidson management is how to combine the company’s approach in marketing the Harley image with consistent financial stability and increasing market share to outperform the competition. Industry Overview Harley-Davidson competes against other American and several internationally based companies within the motorcycle industry. Harley-Davidson has focused its efforts...
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...HARLEY-DAVIDSON HOG CASE STUDY BRAND MANAGEMENT 6M:223:EXC SUMMER 2010 Introduction After near extinction Harley-Davidson has become one of the premier motorcycle manufacturers and distributors in the world. A primary driver in this success has been their attention to building the Harley-Davidson brand with attention to customer loyalty, specifically with the creation of a brand community of customers – the Harley Owners Group (HOG). Through HOG they have been able to connect with customers at the grass-roots level. Their sponsorship of regional and national HOG events has provided them with one-on-one access to their customers, resulting in strong, favorable, and unique associations for the Harley-Davidson brand. In this case study we will address several key questions/issues: 1) Evaluate the Harley-Davidson strategy and performance in getting close to their customers 2) Determine the HOG role in developing community for the Harley-Davidson brand 3) Provide ideas on how HOG can be maximized, including how the Posse Ride should be positioned among the mix of activities 4) Indicate what steps can be taken to maximize the effectiveness and profitability of the Posse Ride, and other HOG events Harley-Davidson and the Customer Experience There is no consumer community that is more passionate about a product than that of Harley-Davidson owners. Through HOG-sponsored rides and rallies there is a sense of togetherness and challenge, which creates a...
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...raucous. Harley-Davidson’s image itself took a big shot due to the Hells Angels. This was a motorcycle gang wishing to become notorious for "drug trafficking and other organized crime activities," who used only Harley-Davidson motorcycles. All of this combined to lead to a decline in demand and sales throughout the entire industry during the 1960’s. The industry was really helped out with the release of the Hollywood film Easy Rider in 1969. This film helped change the public’s perception of bikers and sparked an increase in motorcycle demand which has lasted to this day. The motorcycle industry offers products which can be viewed as luxuries or wants as opposed to necessities. When concerning Harley-Davidson, most motorcycle owners have purchased their bikes as a second vehicle, using them more during weekends and off-time instead of during the work week. This implies that the motorcycles serve for recreational purposes and thus are an item which can be expendable at times. This has hurt the industry recently with the slight recession the United States economy is facing. Another interesting thing to note about the motorcycle industry is the different appeal bikes carry in different global regions. In the United States for instance, Harley-Davidson has had much success because of the market trends and tastes people enjoy. Harley-Davidson has benefited from a U.S. market which enjoys casual and recreational riding. This isn’t necessarily the case overseas, as in Europe the trendy...
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...Chapter 12, Gangs and Drugs: Two National Threats. They are something that is spreading in this country and destroying families and the communities. Two big national threats in today’s society are gangs and drugs. The one major one is the gang threat. The National Alliance of Gang Investigators Associations (NAGIA) is a cooperative organization formed in 1998. They have more than 20,000 members that are representing 23 state and region across the country (National Gang Intelligence Center 2013). The NAGIA works to ensure the public safety and respond to violence, drugs, and other gang-related crimes that impact our community (National Gang Intelligence Center 2013). A gang is defined, as a group of individuals...
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...Harley Davidson Case Study 1. 1. Building Brand Community on the GROUP 4 Harley-Davidson Posse Ride Prepared for: MMA035, Dr. Csilla Horváth Prepared by: E.L. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet December 10, 2009 Case Study 2. 2. Building Brand Community on the Harley-Davidson Posse Ride 1. What are the benefits of long rides as Posse, for customers of Harley Davidson (HD)? Evaluate the relational effects based on Exhibits 7 and 10, which refer to pre and post evaluations. For any Harley Davidson customer, long rides – such as the Posse – hold some clear benefits. Firstly, each participant is given the chance to discover part of the USA. The long rides explore the country in depth and give participants the chance to explore various landscapes, hidden parts of the USA or legendary roads, thus broadening their horizons. Secondly, HD customers come into contact with people sharing the same passion for HD, riding bikes and adventure, turning such rides into social gatherings for Harley enthusiasts. Furthermore, the rides offer customers the thrills and excitement associated with biking over long distances, with unpredictable weather conditions, changing sceneries, road mishaps and great road stories. The customers see these trips as big American adventures, a change from the daily routine and a way of experiencing complete freedom. A more tangible benefit is that participants of this sort of rides have the chance to pride themselves of having participated...
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...Harley-Davidson/Ducati Case Study November 20, 2013 Question 1 Ducati: Ducati is an Italian motorcycle manufacturing company that is renowned for its high performance and stylish motorcycles. Ducati is committed to racing competitions, state of the art design, style, and most importantly, an immense passion for bikes. Ducati has created a strong bond with its customers, beginning on the racetracks and spreading worldwide. Ducati builds high performance bikes for bike enthusiasts, known as “Ducatisti”. Ducastisti are individuals who value performance as the main attribute in a motorcycle. Since Ducati delivers this, it creates brand loyalty. Since the early 90s, Ducati has created a distinctive community image with local and national Ducati enthusiast clubs by placing Ducati as a symbol of refined skills and craftsmanship that every motorcycle evokes and represents. In the World Superbike Championship, Ducati has won 15 out of the last 18 Riders’ titles and 16 Manufacturers’ titles. In conclusion, Ducati customers are confident that they are purchasing high performance motorcycles. Harley Haley Davidson is exhibited as an American icon. Consumers view and associate Harley Davidson with riders, wear leather, have tattoos and with police officers, military dispatch riders and motorcycle gangs. Harley’s image is also viewed as something that is catered for and used by Caucasian American males in their 40-50 (Nolan pg.2-3).Harley Davidson’s riders feel a lifestyle connection...
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...Aftermath of the Honda Invasion: 1965-1981 * 109 C11A1'TEJ .EJ'G-HT - Reaction of Harley-Davidson to the Honda Threat Faced with an invasion of its staid and static U.S. market, `how did Harley react to the intruder? It did not react-at least not uatil far too late. Harley-Davidson considered itself the market leader in full-size motorcycles. While the company might shudder at the image tied in with its product's usage by the leather-jacket types, it took solace in knowing that almost every U.S. police department used its machines. Perhaps this is what led Harley to stand aside and complacently watch Honda make deep inroads into the American motorcycle market. The management saw no threat in Honda's thrust into the market with lightweight machines. The Harley attitude was exemplified in this statement by William H. Davidson, president of the company and son of the founder: Basically, we don't believe in the lightweight market. We believe that motorcycles are sport vehicles, not transportation vehicles. Even if a man says he bought a motorcycle for transportation, it's generally for leisure-time use. The liglthveight motorcycle is only supplemental Back around World War I, a number of companies caine out with light weight bikes. We came out with one ourselves. They never got anywhere. We've seen what happens to these small sizes.L Eventually Harley recognized that the Honda phenomenon was not an aberra lion, and that there was a new factor in the markel The company...
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...are exposed to violence, often times for entertainment. Television series such as Sons of Anarchy, focus on a violent biker gang committing indictable offences varying from theft, drug trafficking and even first degree murder but what many don’t consider is the idea that organized crime as seen in this series occur today in places not so far from home. What is organized crime? By definition in the Criminal Code of Canada, organized crime is “a group, however organized, that: (a) is composed of three or more persons in or outside Canada; and, (b) has as one of its main purposes or main activities the facilitation or commission of one or more serious offences, that, if committed, would likely result in the direct or...
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...Gangs The word “Gang” at one point in time was only used to describe a group of people, now days the word “Gang” is associated with negative groups who commit crime and violence. According to the FBI over 20,000 violent street gangs, motorcycle gangs and prisoner gangs currently exist throughout the United States, with over one million members (Federal Bureau of, 2009). Gangs are made up of all types and kinds of human beings from men, to woman, and even children. A good amount of the crime in several communities around the U.S. is victimized by the gang related activity. Gang activity is higher in cities like Los Angeles, Chicago, Arizona and New York, with more than half of all homicides thought to be gang related homicides (Muhlhausen, 2007). Overall organized crime is anywhere and everywhere; this is a very difficult area for law enforcement to keep control over, a non ending battle against something that will always gain new members. These new members join for many reasons and come from many backgrounds, mainly from distress and un-oriented families. The word “Gang” at one point in time was only used to describe a group of people, now days the word “Gang” is associated with negative groups who commit crime and violence. A street gang is “an association of individuals who have a gang name and recognizable symbols, a geographic territory, a regular meeting pattern, and an organized, continuous course of criminality” (Kenneth J. Peak, 2009). When you walk out of...
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...enduring the challenges offered on the long road of the Posse ride, and becoming close with the riders, it is clear that H.O.G’s rolling rallies provide much more than mere marketing opportunities. They provide a sense of family among old friends and new acquaintances, all with the same love of the road. For many people an ideal vacation is going on a cruise or taking a trip to a warm Caribbean get away, but for the dedicated H.O.G. members the road is their vacation. Even the presence of the whole family can be seen on H.O.G.’s rolling rallies. When looking at the three fundamental purposes for the creation of Harley Owners Group in the 80’S, it is easy to see that rolling rallies fulfill all three. Although the presence of outlaw biker gangs has become nearly extinct today, there is still that negative stereotype that comes with the Harley. When you look at members of the Posse ride, and those of other rolling rallies for that matter, you see not a group of hardened criminals, but a group ordinary people enjoying what they love. You see a group of mostly middle age, normal working class people. This image shines new light on Harley owners, and helps dissolve stereotypes of the past. Rolling rallies have gone above and beyond in the aspect of enhancing the Harley Davidson lifestyle and experience. They give opportunity for members to experience being a Harley rider in a whole new way. Members are given the chance to challenge themselves on a long ride, to meet new people that...
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...defiantly a gang, it should be considered among the highest organized gangs in the world. Even translating the Italian word, La Cosa Nostra "This thing of ours" (Mafia, 2014) can tell someone about the gang’s intensions. The Mafia is the foremost organized criminal threat to American, the nationwide alliance of criminals dedicated to pursuing crime and protecting its members. The structure described “La Cosa Nostra” am sure street and motorcycle gangs will share similar structures, but they may differ in some ways. According to Johnston (201), “Each gang is made up several families’ it can range from fewer than ten to more than one hundred” (Johnston, 2014). Since they are composed of more than five people it is considered a gang “specifies that a criminal street gang must have five or more members to qualify as a gang” (Howell, 2012, p.72). With the help of outside sources (e.g. online articles), I will described the difference between the gangs. Mafia (2014) The family is structured by the leader known as the boss, just below the boss is the underboss second in command, beneath the underboss are several capos the key to being a successful capo is making money. And lastly the soldiers the lowest rank among the Mafia. Sometimes the Mafia will use associates not actual members of the Mafia, but they work with Mafia soldiers and capos on various criminal activities (Mafia, 2014). Groups like street and motorcycle gangs are as well organized as the Mafia. Both gangs can relate to...
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