Harley-Davidson: Chasing a New Generation of Customers Harvard Case Solution & Analysis

In the month of July 2007, Mark-Hans Richer became Harley-Davidson's first chief marketing officer. Its riders were aging, which the corporation saw as an existential danger. Even though Harley Davidson had maintained a commanding share of the heavyweight motorcycle market for the previous decade and had a record sales year in 2006, it needed to take new action to keep up its enlargement.

Richer desired to give a brand new generation of riders as well as a more wide-ranging customer base, all without trailing present Harley Davidson customers. He also understood that he could barely relax: an entire new product development cycle would take a minimum of four years as well as the average tenure of a CMO in 2007 was just 27 months.

PUBLICATION DATE: May 13, 2013 PRODUCT #: KEL742-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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