“HARLEY DAVIDSON” -The Legend Rolls on

ABSTRACT:

In the year 2009 world economy entered into recession. The most powerful economy

USA went through recession and that has affected other economies as well. Several high-flying

companies have come back to earth, battered and bruised. Big gaints in financial world have

gone bankrupt or acquired by other companies or nationalized. Harley Davidson is also affected

a lot because of this recession. The company faced major problems such as decrease in brand

value, decrease in sales in the existing market, labor issues in united states, no proper agreement

was made with the dealers all across the globe for overcoming and rectifying them. As a result

they planned for restructuring of the organization in 2009 and allocated $ 430 million towards it.

Though it seems a decent idea, their forthcoming steps should be cautious, aggressive and the

right direction to move forward. Keith Wandell, Harley-Davidson, Inc. President and Chief

Executive Officer, said “We are confident we have made the right decisions for our future, and

we are executing our strategy with focused intensity.” .Will they achieve with the present

strategy?