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.
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.
Opportunities: This can also be analysed by looking at the weaknesses of the industry. Harley’s industry has various opportunities in ways in which it can grow its sales. Firstly, Harley can take strategic steps to expand into other markets, especially developing markets. Secondly, investing in producing diverse array of motorcycles can help the company to attract more customer base. Last but not the least, Harley can look into partnering or merger with other companies to increase their market
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
By 1911 Harley had 150 at least of other brands of motorcycles competing for their share of the market. The public liked the Davidson cruiser but the cruiser did not have a racing past. Harley Davidson Timeline In 1901 William S. Harley completes a blueprint drawing of an engine designed to fit into a bicycle. In 1903 Harley and Arthur Davidson made available to the public the first production of a Harley-Davidson motorcycle. The bike was built with a 3 by 1/8 inch bore and a 3by ½ inch stroke.
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.
Company Analysis: Hooters The company name Hooters is a name that has a double meaning referring to both the logo of the company which is a bird-owl known for its hooting habits and a phrase used to refer to the human breasts. The restaurant bears the name Hooters since majority of its staff members are waitresses. The waitresses comprises of young women commonly referred as the ‘Hooter girls’ for their attractiveness and outfits. The girls’ outfits and attractiveness form a key component of the company’s image since the founders of the Hooters restaurant came up with the business idea from what they observed as greatly wanted and required by most gentlemen; beer, great food and attractive women (Brizek 2-3). Therefore, from a marketing perspective,
While Honda is best known for its cars and trucks, the company actually began in the motorcycle business. By competing in this business, development and construction of small and reliable Honda engine unique ability. When management decided to diversify into