Christmas Case

One of the main reasons that companies embrace "going green' is not only that it helps the environment but it helps them be more efficient. By being efficient, Harley-Davidson can reduce operating costs which can benefit them throughout the recession. Of course doing their part to help the environment is always a plus. Harley may create sustainability programs to reduce waste, gas emissions and increase gas mileage.

Harley-Davidson has already started taking certain strategies to "go green." "For example, when Harley-Davidson installed more efficient lighting at several of its manufacturing facilities, they reduced CO2 emissions by 750 tons per years, but also saved the company around $111,000 in energy costs". To continue their goal of being more energy friendly they could start out by outlining the company's environmental stance on their website. Also, by using some type of goal card to display achievements, they can measure their energy consumption and savings.

FINDING FACT #3

Many years ago, it would be rare to see women on a motorcycle, unless she was riding passenger. However, women riders are becoming more common and may potentially become a target demographic. The Motorcycle Industry council reports that the number of women who own motorcycles increased by 52% between 2003 and 2008. As more women continue to become bike owners, Harley-Davidson must ensure they are catering to their needs. In recent years, the company has increased their efforts to grow their female customer base, but must continue to evolve. As the text states,"...nearly 1 out of every 10 motorcycle owners is female". If Harley-Davidson is able to increase their female base, they have the opportunity to capture a growing market. As many women find independence and extra disposable income around the world, they may become interested in motorcycles. By convincing female consumers that Harley-Davidson is the best brand for their riding experience they can increase their sales. None of their competitors have created a campaign aimed at female drivers.

As previously stated, Harley-Davidson has already started implementing programs designed to bring awareness to female riders. They should continue these programs, however intensify their efforts. Harley-Davidson should add more female members to their board of directors and create female focus groups to get an understanding of female needs.