As one Harley rider puts it, "It is one thing to have people buy your products. It's another for them to tattoo your name on their bodies." Harley-Davidson is the only major US maker of motorcycles and the nation's #1 seller of heavyweight motorcycles. Harley-Davidson has developed an experience when a customer purchases a bike. Experience selling is dependent upon the social and psychological identity and aspirations of the customer. Riders flock to annual company-sponsored rallies by the tens of thousands. Owners and wannabes buy Harley-labeled clothing and other official gear from an 800-page catalog of parts, accessories and merchandise. The most loyal demonstrate their allegiance by tattooing the brand name on their bodies. Harley has directed a ten-year roadmap for the future development of the company. A strategic path has been implemented to have unit sales growth of 7 to 9 percent annual and annual earning growth and have set forth ambitious sales goals. Harley has......

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Title: Harley Case Analysis
Approximate Word Count: 1264
Approximate Pages: 6 (250 words per double-spaced page)

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