DILEMMA UNIT 3

Jeffrey Bleustein, CEO of Harley Favidson, was thinking about the future.He had already pulled the motorcycle manufacturer back from the brink of bankruptcy, but now he was thinking of the serious problems that lay ahead. And top of the list was the fact that lay ahead. and top of the list was the fact that Harley Davidson customers were definitely ageing. The back Leather Angels were getting greyer every day. From an average age of 36 ten years ago the customer was now edging closer to 46. But what to do? Bleustein decided that he would put the question to him team of advisors at the next meeting of the strategic leadership council. In fact, maybe he´d better tell them to do right now- that way at the meeting they could present their ideas directly. Bluestein reached for the phone.ACQUISITION APPROACH.Harley Davidson has acquired buell, a small manufacturer sports motorcycles. This could be an opportunity to introduce a new range of sports bikes that would be marketed by existing HD dealers but sold under the buell brand.