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

Multiple Choice

In the 1980s, a lapse in production quality and increase in Japanese imports drove the Harley-Davidson motorcycle company to the brink of bankruptcy.The company's share of the U.S.super-heavy-weight market-motorcycles with engine capacity of 850 cubic centimeters or more-collapsed from more than 40 percent in the mid 1970s to 23 percent in 1983.However, by 1989, Harley-Davidson controlled some 65 percent of the U.S.market; and both in the U.S.and overseas markets, the company won't be able to meet demand for years.From a marketing perspective, what was the most likely first step in Harley-Davidson's resurgence?

A) Development of a new mission statement and subsequent marketing strategy.
B) Repositioning their product in the minds of motorcycle buyers.
C) Performing a SWOT analysis.
D) Seeking new markets for the motorcycles both in the U.S.and in foreign markets.
E) Improving the quality of their product and communicating this to motorcycle buyers.