... ", as they do not want to risk losing the existing corporate culture. In 1998, Harley-Davidson's target market grew by nearly 14 percent as demographics became much broader. The Harley-Davidson product was no longer regarded as being for those individuals who are young and "wild". Rather, the product began to appeal to both young professionals (and yuppies) as well as to ... an older generation being retired and no longer having dependants. The company's market share was also increased after it had acquired Buell Motorcycle Company, also improving market positioning. Also, ... products. ...

• Word Count: 2755
• Approx Pages: 11
• Grade Level: Undergraduate