Susannah Alexander

1916: A year of resurrection for Harley Davidson Before 1916 and the chain of events that helped Harley Davidson gain major visibility, the motor models were conceived as a single piece in the backyard of an ordinary man and the initial growth was predictably gradual. It was not solely the co incidental clash of events but also the sequential strategic execution of their board to ensure the prominence of the brand in a competitive sphere. The year 1916 was one that was of extreme crisis for the US military due to the advent of Pancho Villa’s border raids. The government was in need of supporting tools to capture the threat and hence aligned well with the recruitment of Harley Davidson motorcycles. Strategies adopted by HD – Being fully aware of governmental requirements, the constructors altered and scaled their power to a 61 cubic inch F head and a throttling speed of 60 mph. Further research on military compliance enabled them to viciously produce a variety of bikes such as standard (troop transport), sidecar + machine gun (command transport) and sidecar (ammunition transport) with an additional inclusion of a rear bike for immediate stoppage. How did these strategies act as leverage for the company? The adoption of these improvements allowed the company to punctually meet the needs of a powerful and reliable force (The US military) at a time of crisis. Hence, visibility and orders were improved and the further helped their deployment of freight behind war lines as ambulance replacements. Their business strategy was simple – development in alliance with time, crisis and key events. The escalation of sales – was highlighted with the advent of World War 1, the already established visibility gained by the brand through the Pancho Villa hunt, successfully delivered an order for 20,000 motorcycles for war purposes. REFINING INTERNATIONAL MARKETING STRATEGIES – The seeping business within a local periphery demanded the call for diversification and spreading of business to the international sector. A sequential execution of schemes were in need of assessment before that they – - Hired a diversified board of directors from a range of industries - to maximize brand participation in varied domains Maintained financial transparency and accountability to all shareholders The conception of “the enthusiast” – titled the largest continuously published magazine in the world enhanced their global visibility. Gaining international prominence by tripling production under the identification of its birth town Milwaukee recognized under the reputation as the “global machine shop” Creation of the bar and shield logo to reach a personalized induction of the brand across global spheres. Building a larger factory with a separate accessory unit that helped global selling of bikes coupled with transition of engine type to F head. Adoption of Guerrilla marketing strategy (unconventional and creative style) that motivated its global acceptance. Harley Davidson under their personalized brand and shield logo display variety and expertise through experiential devising of a community of bikes by introducing new models and trade marking them with new names – a strategy which marks sustenance of performance in the business field. The growth of Harley Davidson was gradual, but their timely prioritization of significant events(initially) and expansion of brand from regional to local to global by manipulating the physical aspects of the bike, marketing support strategies and simultaneous elevation in visibility through global magazine platforms such as the enthusiast has carved the position the brand owns today.