Strategic Management in Handling Turbulence

Introduction Business environments are described or analysed in various ways based on disparate important dimensions. However, the concept of turbulence is ambiguous. This confusion touches on the varying orientations in studying organisational environments and the diverse methods that are used to measure it.Advertising We will write a custom essay sample on Strategic Management in Handling Turbulence specifically for you for only $16.05 $11/page Learn More This paper will define environmental turbulence and give its three major dimensions. The paper will consider a case study of Tesla with specific emphasis on the types and sizes of batteries used in the company’s electric cars. Tesla innovation will be discussed by considering how it has dealt with turbulence. Definition of environmental turbulence Environmental turbulence underscores the extent of change and degree of complexity in a business environment. Changes in technology, statutory regula tions, or environmental factors are some of the examples that constitute environmental turbulence (Carman, 2003). Therefore, a turbulent environment is dynamic, expanding, unpredictable, and fluctuating. In addition, such an environment displays high levels of interconnectedness with the business. Turbulence is a complex interaction of several dimensions that are related to change where some elements dominate others or overlap each other at times (Grant, 2003). The figure below shows the configuration of the main dimensions of environmental turbulence. Intensity of Changes Dynamism Environmental Turbulence Frequency of Changes Number of elements Complexity Relatedness of elements Availability of information Predictability Predictability of changes Fig: 1 – Dimensions of environmental turbulence. Dynamism If the components of the tasks of the environment are highly variable, the business needs to be flexible. Dynamism in this case refers to the extent to which the components of the environment of a business unit remain constant or changing over a given period. Consequently, this dimension varies from static to dynamic.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More For instance, a dynamic environment may be defined by technological changes, varying customer preferences, and frequent entrance and withdrawal of competitors (Mason, 2007). In environmental dynamism, the frequency of environmental change is not differentiated from the intensity of the changes. However, changes in the business environment can occur very fast, but with low intensity. A good example of this scenario is how demand sometimes fluctuates on a daily basis. Similarly, there can be substantial changes happening with less frequency. From this description, the dynamism dimension of environmental turbulence has frequency and intensity of changes as its two sub-dimensions. Complex ity The complexity of an organisation’s environment is subject to the number of elements in that particular environment. The environment has a large number of elements that are involved in its complexity (Rigby, 2001). The complexity dimension applies well to the organisations with a sizeable range of special products, which receive various types of clients and have markets spread over wide geographic areas. The interaction of the environmental elements leads to environmental complexity (Mason, 2007). In a case where the environmental components have few interdependencies (interaction), it is easy to subdivide them into homogeneous groups. As an example, a business that has varied clients, like domestic consumers, industrial, or governmental clients, could segment them into distinct groups. This aspect reduces the complexity of handling the clients. However, segmentation is not possible if there is a strong relationship amongst the many business environmental elements (Quist, 2009). Therefore, the environment is very complex. Therefore, the complexity of the organisational environment depends on the number of elements involved coupled with how they are related. Predictability Predictability or uncertainty covers the two dimensions discussed above. The business environment can be very dynamic and complex, but predictable at the same time. Unpredictability reflects the â€Å"degree to which the relationships between the cause and effect concerning the environmental elements are incomplete† (Carman, 2003, p. 91).Advertising We will write a custom essay sample on Strategic Management in Handling Turbulence specifically for you for only $16.05 $11/page Learn More When the variability of the environmental elements is linear or cyclical, this dimension can help the management to predict future developments by extrapolating the available trends. Nevertheless, in many business environments, data regarding future developments is not clear. The data available might show discontinuities in business trends, but fail to show when these will occur and in what direction. This aspect might force the management to ignore certain data, which may be relevant. Therefore, such an environment is relatively unpredictable (Danneels Sethi, 2011). In such unpredictable environments or where data is unavailable, the management has to be flexible. The predictability dimension has two sub-dimensions, viz. predictability and the availability of information about the changes in the environment. Case Study This paper is going to take a case study of the storage battery industry, which has the potential of becoming a multi-billion dollar industry. Innovations in this industry could help customers in times of power outages and as alternative power sources during peak hours. The greatest challenge facing this industry is the pricing of the batteries and making a scalable package (Collantes Sperling, 2008). The demand for these batteries depends on the market coverage and statutory regulations. For instance, these batteries could form alternatives to solar panel users who can sell excess kilowatts to their local grids. In some markets, utility providers try to push back extra surcharges, thus causing resistance to users. These storage batteries could succeed in markets experiencing high prices in energy.  The highest adoption of storage batteries is expected among large commercial buildings and the residential sector. The large commercial buildings suffer from the demand charge that is levied by power generating companies, which charge proportionally to their peak consumption. For these users, the batteries could help them because they can be charged during off-peak and be used during the peak. This move could help them to earn incentives from demand response programs offered by utilities. An example of demand-response program participants is the University of Pennsylvania. When electricity prices increa se, the regional transmission operator calls to inform the university. The University responds by switching off heavy energy devices like chillers. Therefore, batteries are a good alternative to respond to energy spikes. Battery technology could bring a paradigm shift in how people think of energy.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More In response to this emerging opportunity, several battery manufacturers are forming joint ventures in a move to come up with a lithium-ion battery technology. There have been advances in this direction, which has reduced the cost/kilowatt hour from $1850 in 1999 to $500 in 2006.The industry players expect that with the technological and manufacturing improvements, highly compact models will be produced to cover various markets. The increased optimism about the future of storage batteries has attracted many start-ups in the battery manufacturing industry with expanding variety of lithium ion technology. However, as the future uptake of batteries for storage is not very clear, as manufacturers are not aware of the capacity levels. Therefore, the future success of the industry remains a function of the resulting interplay amongst the dynamics in the battery industry (Sierzchulaa, Bakkerb, Maatb Weea, 2012). Using the models of environmental turbulence, the industry is summarised below Environmental Turbulence -The Macro environmental issues include technology, government regulations, and customer preferences Dynamism Model – Battery technology is expanding and customer preferences are changing with these technological improvements in electric vehicles. Manufacturers have to comply with local and international regulations Complexity Model -The governments are offering incentives to promote as well as restrictions to control the industry. These incentives are motivating new entrants and the existing players to work towards meeting the changing customer expectations. The interaction of these factors is complex Predictability -The future of storage batteries is not clear. Even though it is predictable that the governments will continue promoting and controlling the industry, it cannot be predicted how the technological changes will influence the customers’ preferences. Tesla Innovation Tesla has set up its research and development labs where it is developing batteries and recharging technology. Therefore, Tesla has an important edge in changing the environment of the storage battery industry. It has an innovative technology in battery making and recharging, which has given it a competitive advantage in manufacturing affordable batteries, which can recharge quickly. This aspect is helping the company to lower its cost as opposed to the competitors. The following section highlights how Tesla has dealt with environmental turbulence.  Tesla has manufactured the Powerwall Brand batteries that cost $3000 for 7KwHr and $3500 for 10KwHr. These batteries are designed for use as power backups when there are power cuts in residential setups. This brand is also suitable for commercial buildings as an alternative source of power, which underscores how Tesla deals with the aspect of dynamism. Consequently, the highest adoption of storage batteries is expected among large commercial buildings and residential sector. The large commer cial buildings suffer from the demand charge that is levied by power generating companies, which charge proportionally to their peak consumption. For these users, the batteries could help them because they can be charged during off-peak and be used during the peak. This move could help them earn incentives from demand response programs offered by utilities. The Tesla’s Powerwall brand is a compact battery as compared to the ordinary batteries. In a bid to deal with complexity, the company is using lithium-ion batteries, which are the size of AA batteries. The new battery has a reduced cost/kilowatt hour. By choosing these cylindrical cells, Tesla saves on production costs. The company also uses the most energy dense materials because the smaller and compact cells are safer. This move towards energy density means that Tesla wires together many separate cells, as opposed to hundreds of large cells. Another innovative product in this category is their cooling liquid that flows b etween the cells, thus cooling them so that a problem in one cell does not affect the rest. Competitors are watching what Tesla is doing and moving fast to keep pace. On predictability, Tesla knows that these changes towards a safe environment will undoubtedly be the way forward in the industry, and thus it has positioned itself optimally to be the market leader. Conclusion and implications Environmental turbulence has three dimensions. Dynamism refers to the extent to which the components of a business unit environment remain constant or changing over time. The environment that has a large number of elements involved becomes more complex. The business environment can be very dynamic and complex, but at the same time, predictable. From the case study, some organisational environment elements are causing turbulence in the storage battery industry. These elements include technology, governmental regulations, and customer preferences. Technology is changing continuously. For instance, Tesla is using energy-density lithium ion cells. This aspect means that it uses thousands of small cells as opposed to other automakers who are using hundreds of large batteries. Governments are promoting storage batteries by offering incentives that encourage entrants into the battery manufacturing. The interaction of these environment factors creates a complex business environment. However, the future uptake of batteries as storage options is not very clear. The success in the future remains a function of the resulting interplay amongst the dynamics in the battery industry.  Tesla is moving very fast with innovations in battery manufacturing, and this aspect could affect other industries such as electric cars. Tesla has reduced the size of batteries by using energy density materials. The success of the Tesla’s innovations on batteries could affect the electric car industry and energy storage in residential and commercial buildings. The greatest implication is that the ele ctric car industry could become more practical. This assertion holds because as per the Tesla’s plans, there will be recharge stations nationwide delivering up to 256 miles in thirty minutes. As other competitors are watching, there could be an emergence of other technologies from competitors, thus sparking a fast growth of the industry. There could be also diversification to other market segments such as energy storage in residential and commercial buildings. References Carman, R. (2003). The Relationship among Environmental Turbulence, Strategic  Behaviour, Competitive Posture, and Performance: The Case of State and Federally Chartered Credit Unions. San Diego, CA: Alliant International University Press. Collantes, G., Sperling, D. (2008). The origin of California’s zero emission vehicle  mandate. Transportation Research Part A: Policy and Practice, 42(10), 1302-13. Danneels, E., Sethi, R. (2011). New Product Exploration under Environmental  Turbulence. Organ isation Science, 22(4), 1026-1039. Grant, R. (2003). Strategic planning in a turbulent environment. Strategic Management  Journal, 24(6), 491-517. Mason, R. (2007). The external environment’s effect on management and strategy: A  complexity theory approach. Management Decision, 45(1), 10 – 28. Quist, A. (2009). Credible Leader for Turbulent Times: Examining the Qualities  necessary for leading into the future. Journal of Strategic Leadership, 2(1), 1-12. Rigby, D. (2001). Situational strategies: A management tool for turbulent times. Strategy   Leadership, 29(6), 8 – 12. Sierzchulaa, W., Bakkerb, S., Maatb, K., Weea, B. (2012). The competitive  environment of electric vehicles: An analysis of prototype and production models. Environmental Innovation and Societal Transitions, 2(1) 49– 65. This essay on Strategic Management in Handling Turbulence was written and submitted by user Hadley Hendricks to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Dwight D. Eisenhower - Biography

Dwight D. Eisenhower - Biography Dwight D. Eisenhowers Childhood and Education: Eisenhower was born on October 14, 1890 in Denison, Texas. However, he moved as an infant to Abilene, Kansas. He grew up in a very poor family and worked throughout his youth to earn money. He attended local public schools and graduated from high school in 1909. He joined the military in order to gain a free college education. He went to the West Point from 1911-1915. He was commissioned a second lieutenant but continued his education in the military eventually attending the Army War College. Family Ties: Eisenhowers father was David Jacob Eisenhower, a mechanic and manager. His mother was Ida Elizabeth Stover who happened to be a deeply religious pacifist. He had five brothers. He married Marie Mamie Geneva Doud on July 1, 1916. She moved many times with her husband throughout his military career. Together they had one son, John Sheldon Doud Eisenhower.   Dwight D. Eisenhowers Military Service: Upon graduation, Eisenhower was assigned to be a second lieutenant in the infantry. During World War I, he was a training instructor and commander of a training center. He attended the Army War College and then joined General MacArthurs staff. In 1935 he went to the Philippines. He served in various executive positions before the start of World War II. After the war, he resigned and became the president of Columbia University. He was appointed by Harry S  Truman to be the Supreme Commander of NATO. World War II: At the start of World War II, Eisenhower was chief of staff to Commander General Walter Krueger. He was then promoted to brigadier general in 1941. In March 1942 he became a major general. In June, he was appointed commander of all U.S. forces in Europe. He was the commander of allied forces during the invasion of North Africa, Sicily, and Italy. He was then named Supreme Allied Commander in charge of the D-Day invasion. In December 1944 he was made a five-star general. Becoming the President: Eisenhower was chosen to run on the Republican ticket with Richard Nixon as his Vice President against Adlai Stevenson. Both candidates campaigned vigorously. The campaign dealt with Communism and governmental waste. However, more people voted for Ike leading to his victory with 55% of the popular vote and 442 electoral votes. He ran again in 1956 against Stevenson. One of the main issues was Eisenhowers health due to a recent heart attack. In the end he won with 57% of the vote. Events and Accomplishments of Dwight D. Eisenhower’s Presidency: Eisenhower traveled to Korea before he took office to help conclude the peace talks. By July 1953, an Armistice was signed that separated Korea into two with a demilitarized zone at the 38th parallel. The Cold War was raging while Eisenhower was in office. He began building up nuclear weapons to protect America and to warn the Soviet Union that the U.S. would retaliate if fired upon. When Fidel Castro took power in Cuba and then began relations with the Soviet Union, Eisenhower placed an embargo on the country. He was concerned about the Soviet involvement in Vietnam. He came up with the Domino Theory where he said that if the Soviet Union could topple one regime (like Vietnam), it would find it easier and easier to topple further regimes. Therefore, he was the first to send advisors to the region. He also created the Eisenhower Doctrine where he asserted that America had the right to aid any country threatened by Communist aggression. In 1954, Senator Joseph McCarthy who had been trying to reveal Communists in government fell from power when the Army-McCarthy hearings were televised.  Joseph N. Welch who represented the Army was able to show how out of control McCarthy had become.   In 1954, the Supreme Court decided in Brown v. Board of Education of Topeka in 1954 that schools should be desegregated. In 1957, Eisenhower had to send federal troops to Little Rock, Arkansas to safeguard black students enrolling for the first time in a previously all-white school. In 1960, a Civil Rights Act was passed to include sanctions against any local officials who blocked blacks from voting. The U-2 Spy Plane Incident occurred in 1960. On May 1, 1960, a U-2 spy plane piloted by Francis Gary Powers was brought down near Svedlovsk, Soviet Union. This event had a lasting negative impact on U.S. - U.S.S.R. relations. The details surrounding this event are to this day still shrouded in mystery. Eisenhower, however, defended the need for reconnaissance flights as necessary for national security. Post-Presidential Period: Eisenhower retired after his second term on January 20, 1961. He moved to Gettysburg, Pennsylvania and wrote his autobiography and memoirs. He died on March 28, 1969 of congestive heart failure. Historical Significance: Eisenhower was president during the 50s, a time of relative peace (despite the  Korean Conflict) and prosperity. Eisenhowers willingness to sent federal troops into Little Rock, Arkansas to ensure that local schools were desegregated was an important  step in the  Civil Rights movement.

Sustainable Development and Underlying Contradictions Essay

Sustainable Development and Underlying Contradictions - Essay Example As Pless, Thomas & GÃ ¼nter, sustainable development commences at the time of producing the raw materials and here the farmers are the owners of the projects, which foster on sustainable development. The experts inform the farmers on the need and the importance of using the eco-friendly means to produce the raw materials with fewer impacts on the lives of the people. After this consideration, the sustainability strikes up to the industrial handling of the products (Pless, Thomas & GÃ ¼nter 2012, p 902). The products before they are processed or even after should not be contaminated in the process of manufacturing it. The sustainable means of production in the industries should be fully incorporated into the production of the products (Monsanto Case Study, 12).Though at the point of production, the company should try all its best to be efficient in the production, but should also consider the effects of the production on the lives of the people and the entire environment. The supply of the products should be environmentally and socially friendly in the sense that the process of supplying the products should be free from any form of pollutant or contaminate the products in the course of transporting the products to the consumers (Taman 2014, p 15). The consumption methods of the consumers are also of great implications to the achievement of objective; sustainability. When given mode of consumption contributes to the contamination of the environment (Monsanto Case Study, 23).

Project Management Essay Example | Topics and Well Written Essays - 5000 words - 2

Project Management - Essay Example Projects also enable the development of new products and services and help the organization to respond to changes in the external environment like development of information technology. In today’s scenario, project management indulges in the use of information technology to communicate and develop projects effectively. Projects are designed to enhance the organizational performance and continuously update the systems as they are continuously developing. But in reality, many projects are scrapped or dumped as they are not able to function properly or have incurred heavy expenses during the production space. The aim of this report is to make the readers understand the different reasons behind the failure of a project. The report is divided as follows: section 2 will present an overview of project management; section 3 will discuss risk management and its importance in project management. Section 4 will discuss why a project fails and in section 5, deeper understanding would be gained by the analysis of a case of UK passport processing agency. This report will present why the project to implement new information system failed in the Agency. A project is defined as â€Å"a collaborative enterprise, frequently involving research or design that is carefully planned to achieve a particular aim† (Oxford Dictionary). It is defined as â€Å"a unique venture with a beginning and an end, conducted by people to meet established goals within parameters of cost, schedule and quality† (Buchanan and Boddy, 1992). Few examples of some well published project is the Apollo program which landed the man on moon (Nasa, 2010), the Genome project which mapped the human genome (Genome, 2010). The characteristics of the project is that it is temporary i.e. it has a definite beginning and end, it creates unique deliverables, creates capability to perform a service and is developed in steps. It is different from operations as the processes in operations are ongoing and

American monopolies Essay Example for Free

American monopolies Essay This short article by Douglas A. McIntyre paints a very good picture of how many of the American Technologies companies are pure monopolies within this industry. McIntyre opens this article by saying â€Å"A monopoly is either what the government says it is or what a dominant company’s competitors claim. The Governments opinion is the only one that counts†¦. † (McIntyre, 2012). McIntyre then mentioned that there was this Act that prohibits businesses from activities that are found to be anticompetitive that is called the 1890 Sherman Antitrust Act. After seeing this, I was curious of what was the true meaning behind this Act and after a few searches I found that according to Wikipedia, â€Å"The Sherman Antitrust Act is a landmark federal statute on United States competition law passed by Congress in 1890. It prohibits certain business activities that federal government regulators deem to be anticompetitive, and requires the federal government to investigate and pursue trusts, companies, and organizations suspected of being in violation. It was the first federal statute to limit cartels and monopolies, and today still forms the basis for most antitrust litigation by the United States federal government. † (Wikipedia 2013). After learning that such Act is in place, I now see why there are not very many true monopolies, meaning that they own 100% of the market and how the government has a say in how companies are ran. In my opinion, I honestly feel that is a very beneficial law to have in the books because it gives an entrepreneur or another business a fair chance at entering a chosen market. But on the other hand, it’d only be smart to enter a market that you honestly feel you have a chance to survive in, or you’d only be setting yourself up for failure. Anyhow, McIntyre goes on to provide a list called the â€Å"New Generation of American Monopolies† which is a list of all the biggest companies in the technology industry that control the markets in their respective produce. Not to my surprise of the many big names on this list, in which most reside in the Silicon Valley like Google, Microsoft, Facebook, Intel, Apple and even Paypal. Most of these are more of an Oligopoly, meaning they share the market, except for one that was of a surprise to me which was Sirius XM satellite radio simply for the fact that this company was the only true monopoly and does have 100% of the market. Maybe it was just because I really never thought about Sirius having competition? But maybe I didn’t think of this because they have absolutely zero competition. After a little more research on wikipedia, I found that back in the early 2000’s there was a little competition between two different satellite companies, XM and Sirius, but due to the money that it takes to keep satellites in orbit, the two realized that the only way they’d both survive was to merge, so in 2007 they did (Wikipedia). I truly found this article really interesting because it was broke down into each product,(i. e. search engine, operations system, social media sites, digital video streaming, microchips, tablet computer and even e-readers) and then explained why each of the top companies where so dominant. Some were there because of the sheer size of their company and others made it just because they made a better produce which made for a higher demand of that produce in which pinched out the competition. To just give a few of the examples, Google controls 90. 1% of the search engine market over Yahoo and Bing, Microsoft controls 89. 7% of the windows operating systems over Mac OS X and Linux, Intel controls 80. 3% of the microchips market over AMD, and Apple iPad controls 73% of the market over Android and Samsung (McIntyre, 2012). In conclusion, with all the advancements of technologies of today, each of these companies are respectable and are at the top of their game because they are all very efficient at what they do, highly profitable, price setters, great advertisers, and have the power to control the markets. Works Cited McIntyre, Douglas A. , (22 March 2011).The New Generation of American Monopolies. 24/7 Wallstreet. Retrieved from http://247wallst. com/investing/2011/03/22/the-new-generation-of-american-monopolies/print/ Wikipedia. (2 July 2013). In Wikipedia the free encyclopedia online. Retrieved from http://owl. english. purdue. edu/owl/resource/560/10/.

The Democratization of American Christianity :: Book Review, Nathan Hatch

The Democratization of American Christianity, by Nathan Hatch, is written about â€Å"the cultural and religious history of the early American republic and the enduring structures of American Christianity† (3). Hatch writes to make two arguments: 1) the theme of democratization is central to understanding the development of American Christianity, and 2) the years of the early republic are the most crucial in revealing to process that took and is still taking place. The story of the democratization of American Christianity begins with the population boom in America from the Revolution up to 1845. Hatch writes that during this boom, â€Å"American Christianity became a mass enterprise† (4). This mass enterprise is reviewed through five traditions in the early nineteenth century: the Christian movement, the Methodists, the Baptists, the black churches, and the Mormons. Hatch explains that these major American movements were led by young men who shared â€Å"an ethic of unrelenting toil, a passion for expansion, a hostility to orthodox belief and style, a zeal for religious reconstruction, and a systematic plan to realize their ideals† (4). These leaders changed the scope of American Christianity by orientating toward democratic or populist ideals. Their movements offered both individual potential and collective aspiration, which were ideas ready to be grasped by the young and booming population. These early leaders had a vision of a faith that disregarded social standing, and taught all to think, interpret, and organize their faith for themselves. It was a faith of â€Å"religious populism, reflecting the passions of ordinary people and the charisma of democrati c movement-builders† (5). New brands of distinctly American Christianity began developing early in the country’s history. Before the revolution, George Whitefield set the stage for American religious movements. The most important factor that helped launch these movements was the American Revolution. The country was ripe with conversation and action on a new understanding of freedom. The revolution â€Å"expanded the circle of people who considered themselves capable of thinking for themselves about issues of †¦ equality, sovereignty, and representation† (6). The country was beginning to move toward an understanding of strength lying in the common people, and the people’s ability to make their own personal decisions on issues of leadership and authority. There was a common belief that class structure was the major societal problem. The revolution created the an open environment that pushed equality of the individual, allowing political and religious beliefs to flourish and grow with out being held in check by authoritarian leaders.

Harley Davidson Case Analysis

Case Analysis 2: Harley-davidson MKT 201:001 Long Island University Angel Pagan November 17, 2012 Case Analysis 2: Harley-Davidson This case focuses on the iconic motorcycle brand of Harley-Davidson. Harley-Davidson is an American motorcycle manufacturing company founded in Milwaukee, Wisconsin. Since Harley-Davidson was established in 1903, the manufacturer has experienced its ups and down. It especially encounters struggles like any other automobile industry during economic downturns. On the verge of bankruptcy around 1980, Harley-Davidson made a surprising comeback.This comeback was mainly a result of Harley-Davidson’s incorporation of customer services into its products, product differentiation through quality and design as well as focusing production on a consistently high level of quality. Today, the company’s annual worldwide sales total more than $4 billion worldwide and have an annual output of 200,000 motorcycles along 35 different models in seven product line s. With these results it is safe to say that Harley-Davidson dominates the U. S. motorcycle market and is also strong in Europe and Japan.Harley-Davidson does a very good job at differentiating its product. In fact, product differentiation is the main component of Harley-Davidson’s marketing strategy. They want to offer a motorcycle like no other motorcycle on the market at the highest quality. Harley-Davidson not only stresses its level of quality but its consistency of quality as well. Quality refers to the overall characteristic of a product that allows it to perform as expected in satisfying customer needs. Therefore quality can be used to differentiate products because not all products satisfy the needs of the consumer.Harley-Davidson offers many different lines of motorcycles including limited edition models as well as customization options. If the customer customizes the motorcycle then they should be getting exactly what they want at a high quality. Harley-Davidson em phasizes the consistency of quality as much as the level of quality because no matter how high the level of quality is, if it is not consistent then they will lose customers. For example, if you go to a restaurant that serves food the way you like it to be prepared only half of the time, it is likely that you will no longer go there.Then word spreads to others and they are less likely to go to that restaurant too. The same goes for Harley-Davidson. They want to ensure that every motorcycle has a high quality to keep the customers satisfied and bring forth even more customers. They also offer financing and insurance which helps differentiate them from competitors even more. Harley-Davidson believes that customer service is an important part of the product. They help differentiate their product by offering customers training, warrantees, guarantees, repairs and accessories.They want the customers to be comfortable with the employees and have a positive buying experience. Some dealers even take it a step further by offering a Rider’s Edge course. Since this course was offered at some dealerships, more than 150,000 people have graduated and earned a motorcycles license. This customer service section aims at the population of people who would like to buy a Harley-Davidson but do not know how to ride. They join these step-by-step courses with the employees and are on track to one day having their own Harley.They also offer a line of bikes for women and teach women how to ride bikes, pick them up, and assist them with any information they need in the buying process. They even have founded the Harley Owens Group in order to instill a sense of community amongst riders. There are over 1 million members. They have access to certain benefits, group rides, members only website, exclusive magazines, and a special customer service hotline. They even offer free tours at four of its factories, not to mention the museum.The Harley-Davidson museum is located in its headqu arters in Milwaukee, Wisconsin. The museum features exhibits from the company’s past products such as sample boats, bikes, snowmobiles and golf carts, to today’s models. They also highlight the company’s latest technologies, and inner workings of its new product development process. This museum may play a role in influencing how customers perceive the company and its products because they are able to see where the company has been, where they are, and where they want to be.It also gives the potential customers a chance to experience what it would be like to be a Harley-Davidson owner. They even offer a virtual ride bike so that people can almost get a first hand glance at what it is like to own a bike. Harley-Davidson has a very wide marketing mix. They have bikes that attract people of different sizes, styles, age, and gender. They offer a very good bike at a price of $6,999 for beginners. They offer a line exclusively for women with smaller bikes and a wide va riety of customizing products. They aim at creating a sense of individuality and freedom for the riders.As a rider gets more experienced they can trade their bike in for a more advanced one if they feel it is necessary. They also offer different styles of bikes for those who are experienced. They range from cruisers to choppers to sports bikes. In total there are seven product lines with 35 different models. Therefore the product depth is 7 and its length is 35. Below is a list going into greater detail about the marketing mix. If I had to invent a brand name for a line of luxury motorcycles I would call it the American Eagle.This brand name would especially appeal to the American market but would also be appealing worldwide. It implies a high American quality, which is luxurious and valuable and is consistent with the American lifestyle. Product †¢ The major product is heavy weight motorcycle of 750 cc for working out on heavy roads. †¢ A number of brands have been introd uced in its century of age, and each one was very integrated, well equipped and up to date with respect to technological advancements (Johnstone, 1995). The hallmark productions of the company assisted it to acquire eagle mark for itself. †¢ An excellent customer service is provided in case of any ambiguity, and customers are thoroughly guided for the upcoming brands. †¢ Deals in branded motor bikes and other limited sector of open market. †¢ Also deal in used bikes, there usable parts being repaired and introduced in the market at lower price range †¢ Spare part market has also got their name at the top of the list. †¢ Twin Cam engine is its major innovatory product. †¢ They also offer services for repairing. Revolution engine is also introduced on their innovation lists. Price †¢ Their prices are mostly maintained around a certain figure. †¢ The major revenue sector is heavy bikes along with spare parts. †¢ The company has been in crisi s for few years as its market share dropped by 43 (%) percent. †¢ The company is planning to eliminate its employees in the coming year for maintaining the company’s financial position (Wilson, 1993). †¢ During the time of crisis the vehicle prices were suddenly increased but now it’s being hoped that they will be regulated. Place The company has acquired 358,000 square foot plant in Kansas City for the production of Dyna Glide, Sportster, and V-Rod models. †¢ For assisting Latin American expansion n Assemly plant is located in Brazil. By establishing manufacturing units, a vast production was achieved (Margie, 2009). †¢ Harley Davidson is also moving forward to export bikes in India as well to increase its production and export sector as well. †¢ Harley Davidson also caters the motor bikes export in most parts of the world but it is not that much economical because of high custom duty for heavy machinery.Promotion †¢ Different marketing p olicies are being applied for the promotion of the company. †¢ Lucky draws are timely introduced, while promoting its political frame. †¢ Certain free services are announced for showing goodwill gestures on the new motor bikes sale. †¢ Some times fares are also arranged for bulk sales, especially when there is low sale time. †¢ Very attractive commercials are placed on different channels. †¢ Most of the magazines in U. S promote the company by its good coverage. References Pride, W. M.. , & Ferrell, O.C. , (2012). Foundations of Marketing. Pg. 77. Australia Mason, OH: South-Western, Cengage Learning (2012, ). H-D1â„ ¢ Customization | Custom Motorcycles | Harley-Davidson USA. Retrieved. November 17, 2012, from http://www. harley-davidson. com/en_US/Content/Pages/H-D1_Customization/h-d1_cu stomization. html? locale=en_US&bmLocale=en_US (2011, March 8). Harley Davidson Marketing Mix | Marketing Mixx. Retrieved November 17, 2012, from http://marketingmixx. co m/marketing-basics/marketing-mix/159-harley-davidson-marketing-mix. html