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.
2. Critically assess the change/transformation process that took place in Harley Davidson? Transformation Process: Harley-Davidson is the bike manufacturing company which manufactures luxury motorcycles. The present position of Harley-Davidson in the market is the struggle over 100 years by the company. Where they deled competition with many companies and transformed many times in many ways and gained brand value.
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.
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.
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.
Harley-Davidson dealers can either sell away over MSRP with short or no waiting period or sell close to MSRP with a long waiting period or sell close to MSRP with a long waiting period. If you decide to buy from a dealer, know what you want first. Make sure it fits your needs and look around and compare before having that talk with a dealer. • Finally, you are closing the deal on the dream bike you have chosen to buy! What do you do,
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.
Small wonder that Davidson has many leadership and real estate awards and recognition tucked under his belt, including the Inman 100 Most Influential Real Estate Leaders for three years in a row from 2011 to 2013 and the Swanepoel Power 200 list of the most powerful people in residential real estate for 2013 and 2014. He was also granted the IFA Ronald E. Harrison Diversity Award for his efforts in demonstrating the importance of minority inclusion and diversity as a core competency in business. But Rick Davidson’s long list of accomplishments does not end with the recognition and the awards; he is also known for championing causes that aim to improve the quality of life in the community. As such, he is responsible for establishing “Recruiting America’s Heroes,” a Century 21 program that aids veterans in earning a real estate license and transitioning to civilian life. He is also the current Chairman of the International Board of Directors for Easter Seals, Inc., a big brother through Big Brothers Big Sisters of America, and a Base Committee Member of the Boy scouts of America Northern Tier High Adventure
Therefore, Brian Douglas should replace the old machine with Davidson. However, when Harley becomes less risky and Davidson becomes riskier than they initially were, Harley becomes more sensible scenario for the company since it brings more value than Davidson. Harley Davidson $603.037,58 $541.157,70 (see Exhibit xxx) According to the Payback Period, IRR and Profitability Index calculations, Harley Davidson Payback Period 1,41 Years 1,72 Years IRR 61,42% 47,66% Profitability Index 2,15 dollars 1,73 dollars (see Exhibit xxx) These calculations show that Harley is better in Payback Period and Profitability Index criterias. IRR doesn’t make much of a difference since these are mutually exclusive projects. All in all, Brian Douglas should replace the old machine with Davidson because NPV is the best criteria and it is superior to other