In the 1980s, Poor Quality and Japanese Imports Drove the Harley-Davidson

question 195

Multiple Choice

In the 1980s, poor quality and Japanese imports drove the Harley-Davidson motorcycle company to 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 percent in the mid-1970s to 23 percent in 1983. However, by 1989, Harley-Davidson controlled some 65 percent of the U.S. market; and both in
The U.S. and overseas markets, the company won't be able to meet demand for years.
From a marketing perspective, what was the likely first step in Harley-Davidson's resurgence?

• A)seeking new markets for the motorcycles both in the U.S. and in foreign markets
• B)development of a new mission statement and subsequent marketing strategy
• C)repositioning their product in the minds of motorcycle buyers
• D)performing a SWOT analysis

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Definitions:

Antonio Negri

An Italian Marxist sociologist and political philosopher known for his co-authorship of "Empire," which examines global capitalism and its networks of power.

Appadurai's Landscapes

Refers to Arjun Appadurai's conceptual framework on the fluid, dynamic global cultural flows categorized into five dimensions: ethnoscapes, technoscapes, financescapes, mediascapes, and ideoscapes.

Nation-States

Politically sovereign entities characterized by a defined territory, permanent population, a government, and the capacity to enter into relations with other states.

Disjunctures

Points of disruption or disconnection in societal, cultural, or technological systems, where expected flows or relationships are broken.