Working in motorcycles industry for more than 100 years makes Harley-Davidson become a well-established company in the business industry, especially in the United States. From the beginning of the journey, Harley-Davidson was purposely attracting the baby boomer riders.
As the riders
approach sixties, the threat for the growth of Harley-Davidson has raised. This
can be seen below where the median age of purchasers of Harley-Davidson motorcycled
is becoming greater. Therefore, to keep and even to increase the growth of
Harley-Davidson, it is important to recruit new riders from the younger
generations.
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| SOURCE: Harley Davidson Fact Book, posted November 5, 2007, at http://investor.harley-davidson.com/downloads/factsheet.pdf. |
Another thing to be
put in the strategic issue box is the gender of purchaser.
