The Bankruptcy Crisis Solution Of Harley Davidson

The century development of Harley Davidson Inc.is not smooth,especially in the last 50 years,full of twists and setbacks.In 1960 s,the Japanese economy was developing rapidly in the world,and the core of motorcycle industry was transferred from Europe and America to Japan.Japan's four largest manufacturer of Honda,Yamaha,Suzuki and Kawasaki have entered the U.S.market,occupy the Harley Davidson motorcycle market share,to provide them with lighter weight,higher quality,cheaper motorcycle let us market excited,and the use of its excellent management and promotion,in just 5 years almost defeated Harley Davidson,the market share increased to 80%,strong momentum let's be taken by surprise.Especially after entering the 80 s,Harley Davidson's market share shrank to 20%,and the company is on the brink of bankruptcy.It mainly includes the deterioration of the market environment,the strong invasion of Honda and other Japanese manufacturers,and the poor internal management.In order to retain the trust of the soul of the brand and the fans,in 1981,13 Harley Davidson managers and American Machine and Foundry Company(AMF)signed a buyback agreement for motorcycle business.And in view of the external competitive environment and the problems existing in the enterprise,the corresponding strategy is implemented quickly and effectively.In the motorcycle manufacturing strategy's aims to improve production capacity,improve product quality,improve productivity,reduce the cost and improve the flexibility to respond to market changes,the main focus on technology,manufacturing process improvement and constant pursuit of innovation such as: Just In Time(JIT),employee involvement(EI),statistical operator control(SOC),and the high performance work organization.There are mainly six strategies in marketing: specialization strategy,differentiation strategy,consumer's will,competition product value,assistant dealer's upgrading and trademark protection.In financial strategies,Harley's strategies include direct cooperation with loan banks,management of cash flows and market refinancing.Faced with a lot of baptism,it has withstood all the tests,eventually making the enterprise out of the crisis,becoming more powerful than ever.In 1986,Harley Davidson was listed on the American stock exchange.By 1989,the company had occupied 57.4% share of the motorcycle engine volume above 651 CC.So far,Harley has been developing business in more than 70 countries,and authorized dealers in the world have reached more than 1300.From Europe to Asia,from America to Australia,Harley Davidson is everywhere.The current and future of our country will face the complex international situation and arduous task of domestic reform and development,the development of the manufacturing industry is also showing a different from the internal and external environment of important changes in the past,through the analysis of the case of Harley Davidson Motor Company also to China's manufacturing enterprises long-term development provides the corresponding enlightenment: the transformation of the mode of production;the importance of enterprise management,improve product quality;strengthen brand culture;establish "people-oriented" concept;learning system of production mode;pay attention to the accumulation of human capital.