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HARLEY_DAVIDSON,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p
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Harley Davidson
contents
History
Products
Market Share
Target Market
Promotion
Marketing
History
William Herley and Authur Davidson established Harley-Davidson in 1903.
Become the largest motorcycle manufactururer in the world through World Wars.
Crisis because of other competitors.
Start BUY BACK program in 1987.
Today, Harley-davidsons are all over the world.
Products
SPORSTER
DYNA
SOFTAIL
VRSC
TOURING
Market Share
MARKET SHARE
2003 - 2007 US Heavyweight New Registrations Share
Income
2009
2nd quarter earnings
91%
decrease
HARLEY-DAVIDSON,INC.
Net Income
Dollars in millions
14% of the losses
due to prevailing negative economic conditions….
The rest was simply because the company could not sell as many motorcycles….
WHY
Annual Growth Rate: 11.9%
Demographics
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2013.03.27
19페이지
