Case-related facts
Time of the case
What is 2007?
One of H-D’s competitors in the heavyweight motorcycle industry (any option)
What is Honda/Suzuki/Yamaha/Kawasaki?
Group that was associated with H-D
What are criminal gangs/rebellious motorcycle clubs/outlaw bikers?
(PLACE) Harley Davidson’s main distribution channel
What are dealerships?
Categories in the motorcycle industry
What are heavyweight and sports motorcycles?
Average tenure of a CMO
What is 27 months?
Buell’s differentiating product benefits (any option)
What is innovative design/engineering, responsive handling, and racing performance?
Young adults’ barriers to buying from H-D (any option)
What is not belonging to H-D’s brand culture / dealership aversion / not being interested in the bikes / high perceived cost?
(PRODUCT) Harley Davidson’s segment in the motorcycle industry (type of motorcycle)
What is custom and touring?
Other country that H-D was a heavyweight motorcycle market leader in
What is Japan?
Business problem of the case
What is the attrition of their core customer base?
87% VS 5%
What is H-D’s awareness VS Buell’s awareness?
What young adults want in motorcycles (list 3)
What is black, matte, minimalistic, non-chrome, non-cruiser
(PRICE) Young adults assumption about H-D’s price
What is “every Harley costs $20 grand”?
Harley-Davidson’s market share in the US Heavyweight Motorcycle Industry at the time of the case (+/- 1%)
What is 49%? (48.7% for just Harley-Davidson, 49.4% for total company)
Name of CMO in 2007
Who is Mark-Hans Richer?
35% VS 10%
What is H-D’s profit margin VS Buell’s profit margin?
H.O.G.
What is the Harley Owners Group?
(PRODUCT) H-D’s product focus
Styling, design, durability, quality
The 4 segments in the motorcycle industry
What are standard, performance, custom, and touring motorcycles?
H-D’s nickname after AMF cut its workforce
What is “Hardly Driveable”?
H-D’s repurchase intent % of retail purchasers
What is >80%?
H-D’s average retail purchaser
What are married male Baby Boomers with disposable income with a desire for freedom/community?
(PRICE) Range of Harley-Davidson’s suggested retail prices
What is $7,000 to $23,000? ($6,695 to $23,270)
Heavyweight motorcycle % in the US motorcycle market
What is 54%?