Harley-Davidson Motorcycle.
Table of Contents
Introduction pg 1
Industry and Competitive Analysis pg 1
Company Situation Analysis pg 2
Key Issues to be Addressed pg 2
Strategy Alternatives pg 3
Final Recommendations pg 3
1
Introduction
Harley-Davidson Motorcycles have been around for just over 100 years. They became popular after World War II and had continued success until the 1970’s when the company was sold. In 1981 a group of executives bought the company and turned it around into what it is today. Harley-Davidson has had some hard times and some images to shed to get to where it is now, but it has been and are still the front runner in the motorcycle industry.
Industry and Competition Analysis
• General economic characteristics.
The current market for Harley-Davidson motorcycles is mostly baby boomers who want to recapture the freedom of when they were young. Most consumers today are middle to upper class.
• Driving Forces
The main driving force behind changes made in Harley-Davidson is image. The company has had to continually change to fit or change an image that accompanies the products
• Five Forces Model
There is not much rivalry between Harley-Davidson and other manufactures in the United States. The only company that comes close to competing with them is Honda, however Honda does not specialize in the same type of motorcycle that Harley-Davidson does. The only substitute product would be a different type of motorcycle such as a street bike, but Harley-Davidson mainly produces touring bikes.
• Competitor Analysis
There really are not any true competitors in the United States. BMW is competition in Europe as well as other companies that manufacture street or racing bikes, but as far as touring motorcycles, Harley-Davidson does not have any real competition.
• Key Success Factors
Key success factors include marketing to
Introduction pg 1
Industry and Competitive Analysis pg 1
Company Situation Analysis pg 2
Key Issues to be Addressed pg 2
Strategy Alternatives pg 3
Final Recommendations pg 3
1
Introduction
Harley-Davidson Motorcycles have been around for just over 100 years. They became popular after World War II and had continued success until the 1970’s when the company was sold. In 1981 a group of executives bought the company and turned it around into what it is today. Harley-Davidson has had some hard times and some images to shed to get to where it is now, but it has been and are still the front runner in the motorcycle industry.
Industry and Competition Analysis
• General economic characteristics.
The current market for Harley-Davidson motorcycles is mostly baby boomers who want to recapture the freedom of when they were young. Most consumers today are middle to upper class.
• Driving Forces
The main driving force behind changes made in Harley-Davidson is image. The company has had to continually change to fit or change an image that accompanies the products
• Five Forces Model
There is not much rivalry between Harley-Davidson and other manufactures in the United States. The only company that comes close to competing with them is Honda, however Honda does not specialize in the same type of motorcycle that Harley-Davidson does. The only substitute product would be a different type of motorcycle such as a street bike, but Harley-Davidson mainly produces touring bikes.
• Competitor Analysis
There really are not any true competitors in the United States. BMW is competition in Europe as well as other companies that manufacture street or racing bikes, but as far as touring motorcycles, Harley-Davidson does not have any real competition.
• Key Success Factors
Key success factors include marketing to