In the 1980s, a Lapse in Production Quality and an Increase

question 107

Multiple Choice

In the 1980s, a lapse in production quality and an increase in 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 segment - motorcycles with engine capacity of 850 cubic centimeters or more - shrunk from over 40 percent in the mid 1970s to 23 percent in 1983. But by 1989, Harley-Davidson controlled some 65 percent of this market segment. From a marketing perspective, what was the most likely first step in Harley-Davidson's resurgence?

• A)developing a new mission statement
• B)repositioning its products in the minds of super heavy-weight motorcycle buyers
• C)performing a SWOT analysis to assess the firm's internal and external environments.
• D)selling new models of super heavy-weight motorcycles in both the U.S. (current) and foreign (new) markets
• E)improving the quality of its products and communicating this to motorcycle buyers

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Definitions:

Bullying

Aggressive behavior among school-aged children that involves a real or perceived power imbalance.

Parental Influence

The effect that parents have on their children’s development, behavior, and life choices through their interactions, support, and guidance.

Peer Influence

The effect that the attitudes, values, and behaviors of peers have on an individual's own attitudes, values, and behaviors.

Adolescence

The transitional stage of physical and psychological development that occurs between childhood and adulthood, marked by puberty and sexual maturation.