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Harley Davidson 5304
Harley-Davidson
Harley-Davidson Inc. is an American motorcycle manufacturer specialized in heavyweight cruiser and chopper style of motorcycles with over 700 cc. Founded in 1903 and headquartered in Wisconsin, United States, Harley-Davidson is one of the two major American motorcycle manufacturers and known as a classic American icon. Since its inception, Harley-Davidson has been setting remarkable records with its top quality motorcycles for miles per gallon, speed, racing, distribution strength, etc. Today, it is the most recognized motorcycle brand in America and the rest of the world. Harley-Davidson bikes are totally incomparable with other branded motorcycles due to their sleek and classic design, iconic and heroic look, heavy weight, and V-twin and Revolution engines. The major model families of Harley-Davidson include Softail, Sportster, Touring, Dyna, V-ROD, CVO, Trike, etc. (Harley-Davidson Inc., 2013).
SWOT Analysis for Harley-Davidson
SWOT Analysis consists of internal and external environmental analysis. The internal environment constitutes the strengths and weaknesses which are present in a firm's operations, capabilities, resources, strategies, and factors related to its products and services (Brassington & Pettitt, 2006). This section comprehensively describes the major strengths and weaknesses of Harley-Davidson in order to evaluate its current position and future competitiveness in its industry.
1. Strengths of Harley-Davidson
a. High Brand Recognition:
The biggest strength of Harley-Davidson is a high level of brand recognition and appreciation in the world markets. It is the most famous, liked, and appreciated motorcycle brand among all age groups from its target market. Representing itself as a true icon of the American culture, Harley-Davidson brand has successfully established its brand equity and brand loyalty in the Global motorcycle market. It manufactures top quality heavy bikes that are fast, stylish, classic (with modernized touch), and highly fuel efficient with a record average of fuel consumption. Moreover, Harley-Davidson bikes give a prestige to their riders. If someone rides Harley-Davidson for once, he never switches to any other brand in his life. This strong brand loyalty has...
Financial Strength:
Harley-Davidson is one of the strongest companies in the United States with respect to financial position, sales performance, and market share. Currently, it holds the majority of market share in the U.S. motorcycle industry (Harley-Davidson Inc., 2013). In addition to manufacturing cruiser and chopper style heavy bikes, Harley-Davidson also manufactures motorcycle spare parts, accessories, and apparels (leather jackets, gloves, etc.). Moreover, it deals in various kinds of financial services for individual and corporate clients. The sales figure of the company has always been showing an increasing trend. The President and CEO of Harley-Davidson, Keith Wandell believes that this exceptional sales performance of the company is the result of collective efforts by its associates, employees, and supply chain members (Harley-Davidson Inc., 2012).
c. Aggressive Marketing Strategies:
Harley-Davidson operates at the global level and sells millions of motorcycles every year (Harley-Davidson Inc., 2012). Its target market consists of upper-middle and high level income groups that want to purchase prestige in the form of a world class heavy bike. In order to attract these potential customers, Harley-Davidson uses extensive promotional and advertising campaigns at different marketing mediums. Taking support from its strong worldwide recognition, brand loyalty, and financial position, these campaigns promote Harley-Davidson motorcycles in an aggressive and compelling way. Harley-Davidson markets its motorcycles at a huge level at television, social media, newspapers, and marketing website -- making itself the most marketed motorcycle brand in the industry (Harley-Davidson Inc., 2013).
2. Weaknesses of Harley-Davidson
1. Premium Pricing:
Harley-Davidson is an expensive motorcycle brand. The prices of its motorcycles nearly match sports or racing bikes and heavy bikes. Based on demographic patterns, Harley-Davidson has a very limited target market that consists of only upper middle and high income people. Due to premium pricing, Harley-Davidson cannot advertise its bikes to lower income or price-conscious people (Keller,…
References
Brassington, F. & Pettitt, S. (2006). Principles of Marketing, 4th Edition. Harlow: Prentice-Hall.
Harley-Davidson, Inc. (2013). Motorcycles. Retrieved on September 17th, 2013, from <http://www.harley-davidson.com/en_US/Motorcycles/motorcycles.html?locale=en_US&bmLocale=en_US>
Harley-Davidson, Inc. (2013). Company. Retrieved on September 17th, 2013, from <http://www.harley-davidson.com/en_US/Content/Pages/Company/company.html?locale=en_US&bmLocale=en_US>
Harley-Davidson, Inc. (2012). Financial News: Harley-Davidson Earnings, Retail Motorcycle Sales Show Continued Strength. Retrieved on September 17th, 2013, from
Harley Davidson Harley-Davidson, Inc. is mostly in business of recreational vehicle (rv) Harley-Davidson was integrated in 1981 and is based in Milwaukee, Wisconsin. It is the parent business for the team of businesses working as Harley-Davidson Motor Company (Motor Company), Buell Motorcycle Company (BMC) and Harley-Davidson Financial Services (HDFS). The Motor Company produces heavyweight bikes and provides a line of motorbike parts, devices, garments and basic product. The Motor Company produces 5
Harley Davidson has led the heavyweight motorcycle market in recent years, capturing about 55% of the market, according to James R. Hagerty's article in The Wall Street Journal (Hagerty, 2011). But following the economic downturn, which had a negative effect on sales, and other market issues, the iconic motorcycle company needs to beef up sales and in addition the company is looking for ways to appeal to younger enthusiasts, to
Harley Davidson AMF took over Harley Davidson in 1969 (Motorcycle.com, 2012), a few decades before Treacy and Wiersma developed their theory about value disciplines (1992), so Harley management clearly did not have these theories in mind when setting strategies in those days. The three value disciplines are operational excellence, product leadership and customer intimacy. Arguably, Harley excelled at all three in those days. The company had a very high degree of
Harley Davidson has traditionally targeted an audience of middle-aged men, in recent years targeting "older white male boomers" specifically (Hagerty, 2011). The company's demographic is usually wealthy, since the bikes are not primary means of transportation for most riders. The company has now begun targeting other audiences as a means of sustaining sales levels. Although the company sells its bikes in overseas markets, 71.3% of the company's business comes from
Harley Davidson I believe that the idea of brands having a personality is little more than hyperbolic anthropomorphism. Personality by definition implies personhood, something an abstract concept like a brand cannot have. Rather than a brand having human traits, as the concept is often understood (Investopedia, 2012). A brand personality is more accurately described as a reflection of traits that the consumer either shares or aspires to. The brand "personality" by
Harley Davidson External Analysis Harley Davison's External Analysis PEST analysis Political Economic Socio-Cultural Technological Porter's five forces Harley Davidson is an American motorcycle manufacturing company that sells motorcycles above 700 cc engine capacity. The company was founded in 1903 at Milwaukee, Wisconsin. With approximately $5.3 billion in Fiscal Year (FY) 2011 as revenues, the company is now facing tough challenges in the international motorcycle market as new companies have entered to share the market fortunes (Harley Davidson, 2011).