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Strategy Harley Davidson

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Strategy Harley Davidson
Final Assignment INTERNATIONAL MARKETING

08/01/2013

1

SUMMARY:

Introduction

1) Industry Analysis a. Definition of the industry b. Market trends in the last three years c. Economic structure d. Basic business model

2) Description of the company a. Main product b. Main geographical market

3) Marketing Mix a. Main competitors b. Analysis of the marketing strategy c. Analysis of the marketing mix d. Main environmental and market reasons behind the strategy e. Propositions

4) Methodology a. Main sources

Conclusion

References

2

Introduction:

I decided to choose the case of Harley-Davidson because I 'm keen on sport automobile, I 'm pilot of karting (Go-kart) and I share this passion that I loved nice mechanics. Furthermore, I have my motorbike license and I tried for the first time a Harley-Davidson there is few days and I was surprised by the sensations that I had because I thank that it was a motorbike for the elderly. So I think Harley-Davidson is a great case to study because they have a strong brand image after all of years, and represent really the "American-Dream". So we will study how Harley-Davidson, the only American manufacturer of motorbikes, continues to sell their products and continues to make people dream through the world.

1) Industry analysis (1000-1200 words) a. Definition of the industry

First, Harley-Davidson, created in 1981, operates in two segments: the Motorcycles & Related Products (Motorcycles) segment and the Financial Services segment. In fact, the primary business of the company is the Motorcycles segment designs, manufacturing and selling premium motorcycles for the heavyweight (with a power higher than 651cc). Harley-Davidson has generated 76%, 76% and 75% of the total net revenue during 2011, 2010, and 2009. Furthermore, Harley-Davidson motorcycles own a line of motorcycle parts, accessories, general merchandise and related services. Today, products of Harley-Davidson are sold to retail


References: -http://www.bizjournals.com/milwaukee/stories/2009/05/04/story7.html -http://www.mycommunitymanager.fr/harley-davidson-quand-les-bikers-font-ducommunautaire/ -http://letemps.ch/Page/Uuid/5823c82c-a28d-11e0-86da-cb6c8d8d576b|1 http://news.moto-journal.fr/hot-news/marche-mondial-les-ventes-de-harley-davidson- augmentent - http://tdimedia.blogspot.fr/2010/03/analysis-on-harley-davidsons.html - http://infotechdesign.net/itd/a-case-study-of-harley-davidsons-business-practices.html - http://www.moto-net.com/actualites-motos-5050-March%C3%A9-moto-2012-BILANMENSUEL-Le-marche-du-motocycle-baisse-encore-en-octobre.html -http://www.lesechos.fr/entreprises-secteurs/auto-transport/actu/0202388425756-lemarche-moto-limite-la-casse-grace-aux-gros-cubes-et-aux-scooters-511373.php http://www.lerepairedesmotards.com/actualites/2011/actu_111130-salon-moto-bilan- 2011-perspectives-2012-six-constructeurs.php -http://www.moto-net.com/actualites-motos-p4-4661-March%C3%A9-moto-2012BILAN-MARCH%C3%89-MOTO-Marche-+-de-125-:-6-539-immats%28+10,0%29.html -http://www.moto-net.com/actualites-motos-4745-March%C3%A9-moto-2012-BILANMENSUEL-Le-marche-du-motocycle-:--4,2-au-premier-trimestre-2012.html -http://www.moto-net.com/actualites-motos-4879-March%C3%A9-moto-2012INTERVIEW-CONSTRUCTEUR-Premier-semestre-2012-:-le-bilan-marche-de-HarleyDavidson.html - http://motomag.com/Marche-moto-l-Europe-au-ralenti.html - http://www.lesechos.fr/formations/entreprendre/articles/article_5_9.htm http://www.e-marketing.fr/Marketing-Direct/Article/-Chez-Harley-nous-vendons-du- reve-americain--36404-1.htm - http://www.mercator-publicitor.fr/IMG/pdf/CasHarley.pdf -http://www.harleydavidson.com/en_US/Media/downloads/Annual_Reports/2011/10k_2011.pdf -http://www.harleydavidson.com/en_US/Media/downloads/Annual_Reports/2011/HD_Annual2011.pdf 21
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