View source for M8-S2 - Case - Harley-Davidson

Success drivers:
* Brand recognition
* Exciting products and services
* Mutual beneficiary relations with suppliers

Business strategy:
* Increase demand
* Enhance production
* With the goal of growing earnings faster than revenue
* Increase brand exposure through events
* Due to limitted production capabilities dealers could ask for up to 20% premiums over suggested retail price

Purchasing:
* Conducted online through traditional or internet based EDI
* Suppliers expected to be Harley-Davidson trading partners
* Reduced the number of suppliers from 4000 to 800
* Reduced defect rate
* Reliable forecasts for suppliers through e-commerce

e-business/e-commerce strategy:
* Online catelog
* Online 'branding' and life style reading
* Online purchase of complementary assets (motor races)
* Online insurance
* Communicate with dealers on service tips
* Later added online purchase of assecories and merchandise
* Stimulation purchase with dealers: "selling the harley davidson" experience
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[[Category:Business]]

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