In the 1980s, a Lapse in Production Quality and an Increase

Multiple Choice

In the 1980s, a lapse in production quality and an increase in Japanese imports drove the Harley-Davidson motorcycle company to the brink of bankruptcy. The company's share of the U.S. super heavyweight market segment-motorcycles with engine capacity of 850 cubic centimeters or more-had shrunk from over 40 percent in the mid-1970s to 23 percent in 1983. But by 1989, Harley-Davidson controlled some 65 percent of this market segment. From a marketing perspective, what was the most likely first step in Harley-Davidson's resurgence?

A) developing a new mission statement
B) repositioning its products in the minds of super heavyweight motorcycle buyers
C) performing a SWOT analysis to assess the firm's internal and external environments
D) selling new models of super heavyweight motorcycles in both the United States (current) and foreign (new) markets
E) improving the quality of its products and communicating this to motorcycle buyers