For example, Harley Davidson may be forced to change its marketing strategy due to the entry of a new competitor into the market. Secondly, Harley Davidson needs to learn new skills and technologies quickly. For example, technologies are changing rapidly, so it is critical that Harley Davidson's business plan change or alter to keep up with innovation. Third, this organization must effectively leverage its core competencies as it competes with its competitors. This means that flexibility is necessary for Harley Davidson to learn to use the primary value chain activities and support functions in a way that allows the organization to produce its products at a lower cost with differentiated characteristics compared to competitors in the market