A value proposition is a statement that outlines the key benefits and unique selling points of a product or service. It is also known as a USP (unique selling proposition). A strong value proposition should be clear, concise, and easy to understand.

It should also be relevant to the target audience and address their specific needs. The value proposition is why customers choose to do business with a company, and it sets the company apart from its competitors. A strong value proposition should be unique, credible and relevant to the customer’s needs.

Definition of a Value Proposition- Harley Davidson Case Study

Value Proposition Examples

A “value proposition” is a short statement identifying how a product delivers value to a customer. It describes why anyone should buy your product instead of the competitor. For example, Apple may say, “Apple computer makes the most powerful and affordable personal computers available.”

Harley Davidson Key Partners

Harley Davidson has a long and storied history, and that history is reflected in the company’s key partnerships. Harley Davidson has partnered with companies like Microsoft, Panasonic, and Toyota to help create and produce innovative products that speak to the company’s rich heritage.

These partnerships have helped Harley Davidson stay at the forefront of the motorcycle industry, and they continue to be a vital part of its success.

Harley Davidson has many vital partners that help make its business run smoothly. These partners include suppliers of raw materials, components and finished products; financial institutions that provide:

  • Capital.
  • Dealerships and distributors that sell and service Harley Davidson motorcycles.
  • Government agencies regulate the motorcycle industry.

These partners play a vital role in helping Harley Davidson achieve its business goals.

Harley Davidson Resources and Capabilities

Established in 1901 in Milwaukee, Wisconsin, Harley-Davidson is a producer of heavyweight motorcycles. After being sold to American Machine and Foundry in 1969, the company was reintroduced in 1981 by a group of investors. It is currently based in Milwaukee, Wisconsin. 

Resources are primary inputs into the production process, and they include productive assets owned by the firm. Resources can be tangible things you can touch, such as financial resources (like cash, securities and borrowing capacity) or physical items (like land, plant and equipment).

The intangible part of these assets consists of things like a track record (brand, high customer satisfaction) and access to culture and the community. 

Definition of a Value Proposition- Harley Davidson Case Study

Strong company culture is an excellent asset for any organization. For example, employees at Harley-Davidson are very loyal to their company because they believe in the brand. The resources available to Harley-Davidson have given the firm a competitive advantage in recent years.

The parent company of Harley-Davidson is Polaris Industries. The company is also the parent company of MV Agusta and Motor Trike. Harley-Davidson’s main products are heavyweight motorcycles.

The company has a production plant in Kansas City, Missouri and three assembly plants in York, Pennsylvania; Tomahawk, Wisconsin; and Springettsbury Township, Pennsylvania.

Harley Davidson Case Study


Harley Davidson is an American motorcycle manufacturer. It specializes in heavyweight motorcycles for the road and off-road segments. 

The current line-up includes:

  • Middle-weight bikes like the Sportster and the Dyna series.
  • Heavyweight bikes like the Fat Boy, the Night Rod, the Low Rider, the Softail and the Heritage Softail Classic.
  • Light-weight bikes like the XL Sportster, the XR 1000 and the XR 1200. 

Harley-Davidson motorcycles have been used by the police, the military and other government agencies. 

The US military used Harley-Davidson motorcycles in the early 1940s. It was also used during the Berlin airlift. The company is listed on the New York Stock Exchange and is an S&P 100 and Global Dow member.

Definition of a Value Proposition- Harley Davidson Case Study

Scope of Study

In 2003, Harley-Davidson was in trouble. The company was losing market share, profitability was down, and it questioned its very future. In response, Harley-Davidson embarked on a dramatic turnaround effort. The company revamped its product line, re-energized its brand, and implemented innovative marketing initiatives.

As a result, Harley-Davidson regained its position as the industry leader and became one of the most successful turnaround stories in business history.

Key Findings

The Harley-Davidson turnaround provides a valuable case study for understanding and managing organizational change. The company’s experience highlights the importance of having a clear vision, strong leadership, and an effective change management strategy. It also underscores the need to create a culture that is open to change and values innovation.

Harley-Davidson’s modern-day success can be attributed to the idea that it is a lifestyle brand that sells experiences rather than just motorcycles. The company pioneered the concept of branding, which means that customers come to Harley-Davidson for an adventure.

Definition of a Value Proposition- Harley Davidson Case Study

Everyone has memories of riding their first Harley-Davidson, whether on a family vacation or a high school trip, which is what the company capitalizes on. Harley-Davidson’s success is a lesson for marketers and business leaders to know their target market and define a strong brand identity.

Key Recommendations

Harley Davidson could win the new generation of riders by creating a set of affordable and modern entry models. In addition to that, Harley Davidson should expand their dealer network and promote its new models on social media. The following marketing mix is recommended:

4Ps of Marketing Mix- Product, Price, Place, and Promotion

4ps of marketing mix


  • Creating new models for the young groups.
  • Weighing more on compatible, customizable motorcycle models.
  • Offering modern features like GPS tracking system, charging point etc. 
  • Creating a few primary budget models for mass customization.
  • Going Digital: a digital model equipped with a personalized app, chat function and easy to upload selfies to social media platforms.
  • Goes Local- Assimilating local requirements in the models. 
  • Creating models that can be affordable, adaptable and culturally connected.


  • Adapting prices that can match consumers’ pockets.
  • Creating a new and flexible price model


  • The quick expansion of the dealer network
  • Simple outlets


  • Effectively using ads-campaigns to promote products and services.

Value Proposition Canvas

The Value Proposition Canvas is a powerful tool for developing and communicating your value proposition. It helps you articulate your unique value proposition in a clear and structured way. Such bids identify and articulate the key elements of your offering that are most important to your target customers.

The Value Proposition Canvas consists of four key elements:

1. Customer Segments: Who are your target customers?

2. Value Proposition: What value do you offer your target customers?

3. Channels: How do you reach your target customers?

4. Customer Relationships: What kind of relationship do you have with your target customers?

The Value Proposition Canvas is a flexible tool that can be adapted to suit your specific needs. It is a valuable tool for any business, large or small.

Value proposition examples with Questions and Answers (Q&A)

How do you define value proposition?

Value propositions can take many different forms, but they all aim to answer the question: “Why should I buy from you?” A value proposition must be clear, concise, and relevant to the customer’s needs to be effective.

It should also be supported by evidence or data that demonstrates why the customer should believe that the company can deliver on its promise. 

A value proposition can be a powerful way to drive sales and grow a business when done well. It can also be a helpful tool for evaluating new business ideas or products.

Why is a value proposition important?

A value proposition is important because it is the key to a company’s success. It is the one thing that sets a company apart from its competitors and drives sales. A value proposition must be clear, concise, and persuasive. It must convince customers that a company’s products or services are worth their time and money.

How do you create a value proposition?

A value proposition is a statement that articulates the unique value that your product or service brings to the customer. It should be clear, concise, and compelling, and it should address the needs and desires of your target market.

When crafting your value proposition, start by identifying the problem that your product or service solves. Then, articulate the benefits of your offering in a way that is relevant to your target market.

Be sure to focus on the unique value that your product or service provides, and avoid making claims that cannot be backed up. Your value proposition should be an integral part of your overall marketing strategy, and it should be communicated across all of your marketing channels.

Make sure that your website, sales materials, and customer service team align with your value proposition. It is front and centre in your marketing efforts.

What is Nike’s value proposition?

Definition of a Value Proposition

Nike’s value proposition is to provide high-quality, innovative products that meet the needs of athletes. Nike designs its products to help athletes improve their performance and reach their potential. Nike also offers a wide range of products for different sports and activities, making it a go-to brand for athletes. 

Nike also provides athletes with stylish apparel and footwear that can be worn both on and off the field. Nike’s commitment to athletes makes it a trusted and respected brand in the sports world.

What is the value proposition of Coca Cola?

Definition of a Value Proposition- Harley Davidson Case Study

Coca Cola’s value proposition is simple yet effective: to provide people with a refreshing and delicious drink that can be enjoyed anytime, anywhere. This proposition has helped the company become one of the most iconic and successful brands globally, with a loyal customer base that spans generations.

The company’s commitment to quality and innovation has also ensured that Coca Cola remains a relevant and popular choice in the ever-changing beverage market.

From new product launches like Coca Cola Zero Sugar to cutting-edge marketing campaigns, the brand continues to evolve and stay ahead of the competition.

Ultimately, Coca Cola’s value proposition is about more than just a fantastic product – it’s about offering people a moment of happiness and refreshment in their busy lives. That’s a proposition that we think is worth investing in.

What is the value proposition of Starbucks?

Definition of a Value Proposition- Harley Davidson Case Study

The value proposition of Starbucks is that it offers a unique and differentiated customer experience. The company provides a wide range of high-quality coffee and tea products and a comfortable and inviting space for customers to relax and enjoy themselves. Starbucks also offers a loyalty program that provides customers with rewards and discounts.

What is Amazon’s value proposition?

Definition of a Value Proposition- Harley Davidson Case Study

Amazon’s value proposition is simple: they offer an enormous selection of products at low prices, with fast and free shipping. This has made them one of the most popular online retailers globally. Amazon’s Prime membership program offers even more benefits, including free two-day shipping, streaming video and music, and exclusive deals.

What is eBay’s value proposition?

Definition of a Value Proposition- Harley Davidson Case Study

eBay’s value proposition is simple: it’s a marketplace where people can buy and sell anything. eBay has you covered whether you’re looking for new or used items. With millions of listings, there’s sure to be something for everyone. And if you can’t find what you’re looking for, you can always create a listing for it. eBay makes it easy to buy and sell, and that’s why people keep coming back.

What is Google’s unique proposition?

Definition of a Value Proposition- Harley Davidson Case Study

Over the years, Google has become synonymous with search. It is the go-to source for finding information on the web for billions of people worldwide. But what is it that makes Google so special? What is its unique proposition? Many factors contribute to Google’s success, but one of the most important is its focus on delivering relevant and valuable results.

Google’s algorithms are constantly updated and refined to ensure that users get the most relevant results for their queries. Another critical factor is Google’s commitment to innovation. The company is constantly experimenting with new features and technologies to improve the user experience.

For example, Google was one of the first companies to adopt artificial intelligence to power its search results. Finally, Google has an incredible amount of data at its disposal.

This allows it to provide users with highly personalized results. For example, if you search for “restaurants near me,” Google will use your location data to deliver relevant results. All of these factors combine to make Google the leading search engine globally.