Monday, July 20, 2020

Harley Davidson Example

Harley Davidson Example Harley Davidson â€" Assignment Example > Harley Davidson Throughout Harley Davidson’s long existence the company had made a variety of product offerings. According to Zuberi (2006) it is the case that the company had a long history of supplying military motorcycles during the Second World War. Furthermore, According to Wilson (1995) the company also made service carts, a few scooters (Dubbed ‘Toppers’ by the company) and even some light weight 250 cc touring bikes (through a joint venture with Aeronautica Macchi). However a quick examination of the current company product offerings indicates that the primary focus is on the super-heavyweight segment of the motorcycle market but broken into five categories (Touring, softail’s, sportster’s, VRSC’s and Dyna’s). In terms of the market segment that they are targeting according to the company website (2010) it is the case that the company focuses on motorcycle riders of the super-heavy category. Owing to the relatively high cost of the bikes it would be the case that a focus would be on individual riders interested in leisure riding as well as larger accounts in the case of highway patrol officers. SWOT ANALYSIS Strengths The company has exceptional customer loyalty to the point that they tattoo themselves with the brand name. The company has a number of successful ancillary products (Apparel, custom components etc) which provide an excellent revenue stream (Harley-Davidson. com, 2010). Weaknesses Under Harley Davidson’s business mode which incorporates mass production, quality control becomes difficult (Peterson, 2009) The association with outlaw biker groups negatively hurts the brand especially amongst first time buyers. Opportunities Large growth potential in emerging markets. The nature of motorcycles may be their best selling point. During tough economic times a motorcycle comes across as a more economical mode of transportation and during more affluent economic times people may want to purchase bikes for touring purposes. Threats Many competitors with the resources to compete with the company in the same segment. (Wilson, 1995) In the Asian market, Kawasaki, Suzuki, Honda, Yamaha, Daelim and Hyosung all make Motorcycles in the super heavy class. In Europe BMW, Triumph, KTM, JAWA, VOXAN amongst others that compete in the same or similar classes. References Harley Davidson (2010) Company History. [online] Available at http: //www. harley-davidson. com/wcm/Content/Pages/H-D_History/history. jsp? locale=en_USbmLocale=en_US Accessed on March 22nd 2010. Harley Davidson (2010) Parts and Apparel. [online] Available at http: //www. harley-davidson. com/wcm/Content/Pages/Accessories_and_Apparel/Accessories_and_Apparel. jsp? locale=en_USbmLocale=en_US Accessed on March 22nd 2010. Peterson, K (1999) More Trouble for Harley Davidson. MSN Money. [online] Available at http: //articles. moneycentral. msn. com/Investing/Extra/more-troubles-for-harley-davidson. aspx Accessed on March 22nd 2010. Wilson, H. (1995) The Encyclopedia of the Motorcycle. Dorling-Kindersley Limited. Zuberi, T. (2006). History Detectives - Episode 9, 2006: Harley-Davidson Motorcycle, Flemington, New Jersey. Oregon Public Broadcasting. [online] Available at. http: //www. pbs. org/opb/historydetectives/pdf/409_harley. pdf. Accessed on March 22nd 2010.

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