For example, In 2006, women accounted for 12% of all bike sales. Currently, women account for about 14%of the riding population as revealed by the Motorcycle Industry Council. • Cruise bikes such as Harley will serve as a more economical way of transport where the economy is at low level and demographic profile rough. Hence, expansion o these areas is very favourable for Harley Davidson. THREATS • Harley is very market myopic in nature which has the potential to affect the Harley brand.
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
The company is able to achieve strong market presence in almost hundred countries including Unites States, Canada, India, United Kingdom and Korea etc. in present time, BMW is able to position the company in premium segments with three of their world famous brands i.e. Rolls-Royce, BMW, Mini (www.bmw.co.uk, 2015). In the year 2012, BMW was announced by Forbes as being most reputable business of the world. The most classiest and stylish cars all around the globe that is known for its design and quality is BMW.
The color delivers a strong message to the target consumer that this car will satisfy their need for excitement. Other parts of the image also play an important role. The futuristic background of the ad helps to sell the advanced technological feel of the car more effectively. It helps to highlight that this is not an average car and its unique design. The message that sent to the consumer is that this car belongs in the future, but it is available today.
Market Penetration to gain more share with its current products in its current market Another option is to follow the “market penetration strategy” i.e keep on doing what you do best and stick to it. This strategy will help them gain more market share with its current products in its current markets just by focusing on their customer needs. This would be the easiest strategy to do because their target segment is full of passionate riders who immediately fall for their products. Advantages-The main point behind this idea is to ensure that their existing clients keep on riding the bikes into their retirement, which will help promote the idea “bike for any age”. It is clearly evident that Harley-Davidson is not just the bike it’s a lifestyle
About Honda Background Honda is a Japan based multinational corporation. It is a manufacturer of automobiles, both cars and motorcycles. Apart from being the largest manufacturer of motorcycles since 1959, Honda is also the largest manufacturer of internal combustion engines measured by volume. It produces about 14 million internal combustion engines each year. In 2001, Honda became the second largest Japanese automobile manufacturer.
The company’s main innovations which were very unique and specific to the company were the V-twin engine which was based on power, clutch process, internal expanding rear brake and the three speed transmission which the company pioneered. Within 15 years from the start of the company it became the world’s largest motorcycle company producing around 28,000 motorcycles. Also in the early stages of the company they started to invest a lot in Research and Development ( R&D) improving its famous V-twin design and innovating the new four-cylinder engine and improving the reliability of the