1. Critically evaluate the key features of Harley Davidson’s industry? Harley-Davidson built its first motorcycle in Milwaukee in 1903. Author Walter Davidson and Bill Harley are two partners developed motorcycle in their family building (garage). The first motorcycle developed is single cylinder motorcycle in 1903 but the company actual export sales began from 1913.
OBJECTIVE: Determining the Strengths, Weaknesses, Opportunities and Threats of the firm Harley Davidson. INTRODUCTION OF THE FIRM: HARLEY DAVIDSON is an American motorcycle manufacturer which was founded in Milwaukee, Wisconsin in 1903. It is one of the worlds largest motorcycle manufacturers and an iconic brand widely known for traditional styling ,design simplicity ,durability ,quality and its loyal following. It is one of the two major American motorcycle manufacturers to have survived the Great Depression. STRENGTHS: • It has established a strong brand image as its motorcycles have been achieving iconic status.
In the year 1905, William Harley and Arthur Davidson, established Harley Davidson. Within two years the company already sold 50 motorcycles. With one full-time employee, the company filed for incorporation in 1907. From the beginning, Harley Davidson bikes were a huge success. It was when Japanese players like Honda, Suzuki and Kawasaki entered the US market in the 1960s, the leadership position of Harley was threatened.
The bike was built with a 3 by 1/8 inch bore and a 3by ½ inch stroke. The factory in which they worked was a 10 by 15 foot shed with the words “Harley-Davidson Motor Company” scrawled on the door. Arthur’s brother Walter joins in on there efforts. Henry Myer of Milwaukee a schoolyard pal of William Harley and Arthur buys one of the 1903 models straight from the founders. In 1904 the first Harley-Davidson Dealer C.H Lang of Chicago, IL opened for business and sells one of the first three productions Harley motors ever made.
This is because Harley-Davidson is faced by a lack of market expansion resulting into fewer market opportunities. The major challenge Harley-Davidson’s business strategy is that a larger market in Europe is taken by BMW and an Asian replacement would imply that the company applies persistence and time investment so that they can operate successfully in the Asian market. They should also put up country based management teams that will assist the company in making wise cultural decisions. As mentioned earlier, there are government and legal threats and these can be reduced through more involvement with foreign governments through the US trade office. More involvement in the activities of the world trade
Harley Davidson’s brand actually sells much more than just motorcycles and spare parts. It has a range of products comprising helmets, jackets, sunglasses, gloves, jewelry, pants, watches, T-shirts, among others. However, the main thing this company offers customers is its brand symbolic’s universe, which is transferred to customers’ personal and collective lives. The marketing communication strategy carried out by this company makes customers believe if they buy Harley Davidson’s motorcycles, clothes, jewelry, etc., they will become part of a special and selected group of motorcyclists, able to live a desired lifestyle by using the concept of this brand. Thus, customers can take part, as well as benefit from the symbolically created Harley Davidson’ style and culture.
Harley Davidson Motor Company; About Harley Davidson is a stylish, state of art American motorcycle producer, founded in Milwaukee, Wisconsin in first decade of the 20th century. Later this heavyweight motorcycle producer was one of the major American motorcycle manufacturers to survive the Great Depression, whereas they also survived the competition from Japanese manufacturers and poor quality control period. It’s a highly argued fact that this stylish manufacturer focuses a specific segment of customers which is so contradictory to its competitors. Later in 1908 they were able to establish dealerships in New York, Chicago, Philadelphia, Atlanta, Newark and many more cities. Starting from 1912, Harley Davidson was marketed with over 200 dealerships and began distributing
UMESH MISRA MKT 6301 HARLEY DAVIDSON 1. A description of what you believe to be the key issue(s)/challenge(s) facing this organisation and justification. Marketing issues/challenges: • One of the marketing issues faced by Harley Davidson was, should they continue to sponsor posse rider or not. Crafting Posse ride in such a way that the company can capitalize on its success and its profit making potential. Evaluating HOG’s role in shaping the society for Harley Davidson brand and the company’s strategy in getting new customer base and HOG’s role in doing so.
BWW could become a competitor of Hooters if they changed their business model to incorporate young female waitress’ that dress provocative. The staff at Hooters could be poached by Twin Peaks or Tilted Kilt because they run similar business’ so Hooters needs to focus on keepin them satisfied or risk losing them. Hooters has trademarked their brand so they are not at risk of loss or theft. Hooters does not have to rely on third parties for critical steps in their development process that could cause derailment of their delivery schedule. If suppliers ran out of chicken than Hooters would need to serve an alternate type of food.
LVMH originated in France so they have to take into account the culture of the new market. They had to look at a number of factors including, Chinese fashion trends, tastes, marketing and beliefs. They do not want to offend the Chinese consumer market by accidentally insulting their beliefs. Also, for the products and marketing to be successful LVMH need to attract the attention and appeal to their target audience. The businesses own culture was also adapted to appeal to a more middle-class market due to an economic down turn in China.