Harley Davidson has long been an American Icon.

Transforming Harley-Davidson Harley-Davidson Background Harley-Davidson was founded in 1903 by Arthur and Walter Harley and William Davidson. During its first years of existence the company experienced an enormous amount of growth. Harley-Davidson gained its popularity two ways. The reputation of the firm was linked to Davidson riding Harley's motorcycle to victory in a 1908 race. The second reason, even more important, was by providing innovations to marketed products such as the V-twin engine, clutch, internal expanding rear …

…Indian. While Harley-Davidson is the largest manufacturer in the United States, not considering others in the US could lead them down the same road they had traveled in the past, i.e. not being aware of who their competition and threats are. Additionally, the company should consider the expanded markets (i.e. performing market research) as a way of assessing their environment and to keep ahead of what is transpiring around them in their industry.