1. Introduction Established in 1903, The Harley-Davidson Motorcycle Company has travelled a somewhat rocky road to success. Saved from the brink of bankruptcy by a management buyout in 1981, Harley has succeeded in building a truly global brand that is the envy of its competitors. Faced with a declining market, a poor economic climate and fierce competition from Japanese manufacturers, the Harley-Davidson Company was forced to re-look at its competitive strategy. The essence of Harley-Davidson's success is rooted …showed first 75 words of 2708 total…

…showed last 75 words of 2708 total…elements that the brand represents. 4. Conclusion Every company is faced with challenges, which can threaten its future existence. What differentiates success from failure, most often, is the quality of leadership within an organisation. It is my belief that Harley-Davidson's competitive advantage lies in the strength of its leadership and the loyalty of its customers, which will enable it to confidently tackle the future and continue to grow the Harley-Davidson brand into a truly global one.