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 heavy-weight market segment-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 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 heavy-weight motorcycle buyers
C) performing a SWOT analysis to assess where the firm has been
D) selling new models of super heavy-weight motorcycles in both the U.S.(current) and foreign (new) markets
E) improving the quality of its products and communicating this to motorcycle buyers