Performing a swot analysis

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Reference no: EM1345272

In the 1980s, poor quality as well as Japanese imports drove the Harley-Davidson motorcycle company to the brink of bankruptcy. The company's share of the U.S. super-heavy-weight market motorcycles with engine capacity of 850 cubic centimetres or more collapsed from more than 40% in the mid-1970s to 23% in 1983. Though, by 1989 Harley-Davidson controlled some 65% of the U.S. market as well as both in the United States and overseas markets the company won't be able to meet demand for years. From a marketing viewpoint what was most likely the first step in Harley-Davidson's resurgence?

A. Development of a new mission statement as well as subsequent marketing strategy

B. Repositioning its product in the minds of motorcycle buyers

C. Performing a SWOT analysis

D. Looking for new markets for motorcycles both in the United States and in foreign markets

E. Improving the quality of its product as well as communicating this to motorcycle buyers

Reference no: EM1345272

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