Harley Davidson Case

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Malmö Högskolan Kultur och Samhälle Urbana Studier

Seminarie 2

Harley Davidson

Kurs: EK103A – Företagsekonomisk fördjupningskurs Examination: 1303 Typ och datum av examination: Ordinarie Examination 2014-09-11 Studenters’ namn: Par/grupp 26 Johanna Sterner 881007 Zophia Karlsson 890401 Lärare/Examinator

Carole Caulier Gustavsson

Johanna Sterner AB6764 Zophia Karlsson AB0413




Harley Davidson grundades 1903 av William Harley och bröderna William, Arthur och Walter Davidson. Harley Davidson producerar och säljer motorcyklar, främst inom tungviktsklassen. Varumärket värderas likt Walt Disney och anses symbolisera den amerikanska kulturen. Harley Davidson har utvecklat och byggt en kultur kring sitt varumärke med starkt fokus på nära relationer med företagets kunder (Grant, 2012). 1981 köptes Harley Davidson genom ett lånefinansierat köp av Vaughn Beals och ytterligare ett antal senior managers inom företaget. Vid utköpet blev Harley Davidson ett självständigt företag med medföljande stora skulder. Försäljningen under 1981-­‐ 1982 rasade och förlusten uppgick till närmare 60 milj. dollar. Inom denna tidsperiod insåg företagets ledning att det…...

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