Before Harley-Davidson studied the Japanese techniques management believed most of their production costs arose from labor and materials. As it turns out they were looking at the situation all wrong. The Japanese had greater number of employees that where taking orders from a smaller number of managers. The largest cost that Harley incurred came from paying their top managers. By installing these new practices Harley-Davidson could greatly reduce managerial cost while improving production at the same time . Harley workers are proud of work and it shows. Many feel the company is so dear to them that they have Harley-Davidson logos tattooed on themselves. (The Harley-Davidson logo is one of the, if not the most popular tattoo in the world.) This pride is evident in the company's success.
Marketing is defined by the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals . Harley Davidson strives to stay ahead of this continuous cycle by satisfying their customer needs by means of constant interchanges via their dealerships, clubs, employees and numerous newsletters. Willie G., who heads up a team of five product designers, is quick to add, "It's important to understand that we're not in the business of making antiques. Every year we make further improvements to our engines and chassis. But from a styling standpoint, we have to incorporate improvements without compromising `the look.' If we move a bolt or re-route one hose, our customers take note and call us on it. A Harley isn't shrouded in fiberglass like so many other bikes. Everything we do is right out in the open."
In conclusion, I feel Harley-Davidson's strategies and tactics in the marketing arena are solely based in customer satisfaction and an everlasting relationship based on respect of their consumers. We're riders," says Willie G. "We understand motorcycling by strapping on the leathers and getting out there. The best way for us to perpetuate the adventure is by living it and sharing it. That's unquestionably part of our strategy.
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