Improving the quality of its product and communicating

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In the 1980s, poor quality and 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 centimeters or more collapsed from more than 40% in the mid-1970s to 23% in 1983. However, by 1989, Harley-Davidson controlled some 65% of the U.S. market, and both in the United States and overseas markets, the company won't be able to meet demand for years. From a marketing perspective, what was most likely the first step in Harley-Davidson's resurgence? Development of a new mission statement and subsequent marketing strategy Repositioning its product in the minds of motorcycle buyers Performing a SWOT analysis Seeking new markets for motorcycles both in the United States and in foreign markets Improving the quality of its product and communicating this to motorcycle buyers

Reference no: EM13953657

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