1. Harley-Davidson is known for its strong brand name and loyal following and yet by 1980 Harley was on the verge of bankruptcy. Why was Harley in deep trouble even with such a strong brand name?

2. After almost going bankrupt during the invasion of Japanese motorcycle manufacturers (Honda, Yamaha, Kawasaki) into the U.S. market, Harley-Davidson has re-emerged as a highly successful, and profitable, motorcycle manufacturer. What have been the keys to Harley’s success?

3. What key “job” or “jobs” are Harley customers buying a Harley-Davidson motorcycle to do for them? (In other words, Harley is typically hired to do what job for customers?). In what ways does Harley-Davidson attempt to differentiate its products relative to Honda, Yamaha, and BMW?

4. Looking into the future, what threats does Harley face (from rivals such as Honda and BMW)? What opportunities does it have? How might Harley modify its strategy to respond to its opportunities and threats?