With the growing global economy, companies are looking for ways to improve their market share. Many excellent firms have learned how to beat their competitors through the implementation of new management, marketing, and/or manufacturing techniques. Harley-Davidson is one of those excellent companies whom has challenged traditional ideas. We intend to show through this case study that Harley-Davidson's customer-driven and brand-based techniques have led themselves to excellence and has given them a legendary name. We intend to answer questions regarding Harley Davidson's customer-centered supply chain.

A Harley-Davidson motorcycle is more than just a mode of transportation or ordinary product. It's an American icon that is much loved and recognized around the world. Joining the Harley Owners Group (or becoming a H.O.G. member), is not so much about buying a bike as embracing a unique recreational lifestyle. No other "product" can draw thousands of enthusiasts to weekend rallies staged around the country. Or evoke such pride and identification that the owner tattoos the corporate logo on his arm.

Today Harley-Davidson Inc., an employer of 4,694

customer feedback led Harley to develop new marketing techniques. Harley has done much in retaining loyal customers and could do more in the areas of developing a collaborative relationship with a sole supplier of Harley products. This relationship would create Harley loyalty and open up potential areas of growth and development targeting mainstream society. Suppliers would then place individualized attention to the best interest of Harley while giving them an affiliation with a legendary company.

3. Some of Harley's suppliers also supply key Harley competitors. How can Harley be sure these suppliers will not share competitive information with its competitors? How important is trust between suppliers and business buyers?

Recently, Harley-Davidson completed the rollout of a custom Web browser interface--developed using Metaphase Technology's Java-based tool kit--to the company's 400 Unix workstations at eight locations. The browsers can be used to search current and historical parts. The data vault NT workstations used by purchasing, inspection, manufacturing and dealer support--replaces a "clunky, manual" process of overnighting every new drawing throughout the company. Using IT to make its spending and supplier relationships as efficient as possible is essential for maintaining growth.

Eagelmark Financial Services, a majority-owned subsidiary, provides private label financial services programs, including Harley-Davidson Credit. Harley-Davidson Credit, Eagelmark's largest division provides wholesale financing and insurance programs, including motorcycle floor-planning, parts and accessories trade acceptance and commercial insurance brokerage to Harley-Davidson's US dealer network. It also provides the private Harley Card, an exclusive credit card for use in Harley-Davidson dealerships. In addition, Harley-Davidson offers its domestic dealers from time to time quarterly special discounts and/or 120 day delayed billing terms through Eagelmark in order to carry sufficient parts and accessories inventories and to counteract the seasonality of the parts and accessories business which subsequently increases accessibility to Harley products and strengthens the supply chain. The purchasing department can also work more closely with

tattoo patches, coffee mugs, belt buckles and infant wear to memorabilia - are also intended

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