Essay on Harley Davidson's Customer-Centered Supply Chain

1540 Words 7 Pages
MAKING MARKETING DECISIONS
Case 5-1 Harley Davidson's Customer-Centered Supply Chain

1. How can Harley Davidson marketing and sales, personnel interact with its purchasing personnel to further strengthen the supply chain and improve customer loyalty?
To further strengthen the supply chain and improve customer loyalty. Harley Davidson marketing and sales personnel must interact with its purchasing personnel to integrate the supply chain from supplier of raw materials and getting the product delivered into the hand of user at the right time, cost and quality user need it. Harley integrated effort must focuses on people, process and technology to improve supply chain development by enhance quality, reduce cost and improve delivery time
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Harley customer relations give a free 1-year membership to the Harley Owners Group (HOG), which was developed in 1983 as a program to keep people active with their Harley and community advertising campaign.

2. What is the role of technology in Harley's supply chain? What additional uses of technology can you identify that might be useful to Harley focus on dealer and ultimate customer?
The role of technology in Harley is to cut on communication and administrative time via their department, suppliers, dealers and customers. Harley use Harley-Davidson Suppliers Network (www.hdsn.com), the portal with web base technology to let all department, suppliers and dealer view purchasing order, inventory and material information order in real time. This should make Harley buying system more efficient, reducing time and reducing the amount of inventory in plant in other worth it enhance quality, reduce cost and improve delivery time.
From the technology Harley can easily identified which dealer have a problem from their database. The company implemented a program to concentrate on helping its dealers develop the up-to-date business skills they need to sell motorcycles more effectively. The headquarters sponsored training programs that call "Harley-Davidson University" via this technology. The dealers are considered to be business partners and the headquarters plays an active role

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