Date of Award


Document Type

Applied Management Decision Report (AMDR)

Degree Name

Master Of Business Administration

Colleges & School

Cardinal Stritch College

Degree Granted By

Cardinal Stritch College

Library of Congress Subject Heading

Motorcycle industry--Marketing--Planning


The Harley-Davidson Motor Company manufactures quality motorcycles, related parts and accessories. Harley-Davidson currently controls 68.5% of the motorized recreational vehicle market share. Forecasts predict that sales, presently the highest in Harley-Davidson history, will begin a slow downward trend over the next three to ten years. There are two specific areas influencing this trend. The first is the aging of the current population. The second is verified evidence that a major competitor intends to increase their market share by initiating a floor plan program and offering guaranteed financing to new product buyers. Maintaining market share is vital to maintaining projected revenues. It is important that a proactive strategic response be developed to cope with these new demands. The news that the aging population and newly introduced competitor actions are affecting market share requires adjustments be made to future strategic planning.


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