Harley Davidson Executive Summary

SUBMITTED BY TEAM DIGBY ASWANTH KUMAR (13UTA07) LAVANYA V (13UTA19) PRIYANKA R (13UTA27) VIGNESH.P (13UTA37) SHRUTHI.R (13UTA46)

I) EXECUTIVE SUMMARY Harley Davidson is an American motorcycle manufacturer who is known for their heavy weight motor cycle. Harley has a very strong brand name and reputation. The Harley Owners Group is also a key to Harley’s success. Harley Davidson operates in two segments :(1) financial services and (2) motorcycle related products. Though there is a decrease of 2.3% when compared to the year 2007. There has been an increase of sales in the European market. Thus Harley Davidson should focus more on the international market

 The HOG (Harley Owners Group), which have a 7, 50,000members worldwide, is the industry’s largest company sponsored motorcycle enthusiast organization.

 Customization of the bikes, this is Harley-Davidson’s major revenue maker.

 Harley-Davidson has a good marketing division and it’s divided as dealer promotions, customer events, magazine and direct-mail advertising, and public relations.

WEAKNESS

 High price, Harley-Davidson bikes are the costly bikes in this category. They just started making some bikes in the low cost category.

 Harley-Davidson has problems in gaining more market share in some European countries (That’s one of the main markets for Heavyweight motorcycles outside U.S).

 They still didn’t capture the Eastern countries market. The presence of Harley Davidson in this region is negligible.

 Required production is not met, analyzing the future of Heavyweight motorcycle market

IFE MATRIX:

KEY EXTERNAL FACTORS WEIGHT RATING WEIGHTED SCORE

STRENGTH

The standard and performance segment of Harley Davidson make up 70% of the European heavy weight motorcycle market 0.09 3

 In Europe they can increase or expand the Buell’s market share by introducing new motorcycles.

 New hybrid bikes, low cost street bikes, and Energy efficient bikes forth developing countries and new environmental friendly bikes will help Harley-Davidson to get more market share.

MARKET DEVELOPMENT

 Harley-Davidson can bring in more vehicles to Asian countries like India and China, because these countries have a high population and the market potential is also high.

 The cost to bring in the old vehicles (old product) to India is much difficult because there are environmental laws which won’t allow that type of vehicles to come to India, and its difficult that taxes and levis are high in India, so starting a new plant in India can solve this problem. Negotiations with the Government can solve these problems.

DIVERSIFICATION

 Bring in new vehicles to new markets like India and China is a good choice, but it’s too costly.

 Bringing new types of recreational vehicles is a best choice.

IX) IMPLEMENTATION