Going Global: The Harley Davidson Case

Organizations moving to globalization globally are not as easy as echoing. International marketing is an important element for an organization to be competitive globally and become competitive globally. According to Cateora, Gilly, and Graham (2013), "International marketing plan, pricing, promoting, and directing the flow of enterprise products and services to consumers in multiple countries to benefit It is a manifestation of business activities aimed at "p. 10). The international marketing strategy and its efficiency contribute to the expansion of the organization.

Location: - Harley-Davidson has adopted a vertical marketing system and founded five dealers throughout India. They are Banjara Harley Davidson (Hyderabad), Himalayas, Chandigarh, Capital Harley Davidson (New Delhi), Seven Islands Harley Davidson (Mumbai), Tusker Harley Davidson (Bangalore). Harley-Davidson has manufacturing facilities in Milwaukee, Wisconsin, York, Pennsylvania, Kansas City, Missouri. Harley Davidson's head office is located in Milwaukee, Wisconsin. All motorcycles are fully assembled and imported to India in the United States. Harley Davidson plans to open an assembly plant in Haryana, India. When the plant is in operation, the CKD (fully disassembled) kit is imported from the United States and assembled here (Harley Davidson, 2010a).

Harley - Davidson was founded in 1903 by brothers William S. Hurley and brother Davidson of Milwaukee, Wisconsin. It was later named "Harley Davidson Motor Company". After the Second World War, Harley Davidson was the only motorcycle manufacturer in the United States. In 1969, Harley - Davidson was handed over to American Machine and Foundry (AMF). Harley Davidson's production increased dramatically, but at the expense of quality. At this time, the Japanese motorcycle manufacturer Honda entered the US market. Their quality is excellent and the quality of Harley Davidson continues to decline. About 1980, AMF wanted to sell Harley Davidson, but there were no potential buyers. At that time, Honda was in the leading position in the global motorcycle market. In 1981, Harley Davidson 's senior management and a member of the Davidson family bought Harry - Davidson from AMF. In 1983, the Harley Owners group was called H.O. G. (Harley Davidson, 2010a)