Harley Davidson Case Study and SWOT Analysis
Added on 2019-12-03
12 Pages3273 Words169 Views
CASESTUDY
TABLE OF CONTENTSSummary..........................................................................................................................................3Introduction......................................................................................................................................4Task..................................................................................................................................................42. Mission, Objective and Strategies............................................................................................43. Harley-Davidson Corporate Governance.................................................................................44. Strengths and weaknesses of Harley-Davidson.......................................................................55. Opportunities and threats of Harley-Davidson........................................................................56. Strategic factors faced by Harley-Davidson............................................................................67. Core competencies of Harley-Davidson..................................................................................68. Distinctive competency of Harley-Davidson...........................................................................79. Development of strategy to increase the sales.........................................................................710. Impact of competitors............................................................................................................711.V-Rod and Buell bikes can affect future prospects................................................................812. Image of a Bike Rider............................................................................................................813. Biker image help or hinder....................................................................................................814. Fierce customer loyalty of Harley-Davidson.........................................................................815. Impact of changing demographics of potential client............................................................916. Financial analysis ratio..........................................................................................................9Recommendation.............................................................................................................................9Conclusion.....................................................................................................................................10References......................................................................................................................................112
Illustration IndexIllustration 1: Ratio Analysis.........................................................................................................10Index of TablesTable 1: SWOT Analysis.................................................................................................................63
SUMMARYThis case study is about the renowned motorcycle company Harley-Davidson which is aAmerican manufacturing company. This organization has given cut throat competition to theGerman and Japanese manufacturers. The company was founded in 1903 by two personsWilliam S. Harley and Arthur Davidson. They both firstly manufactured the bike in their familybuilding and later on they grew this company and in present this is a leading company in themotor bikes industry. The largest market share in the USA has been acquired by this companywhich is 65% of total market. The firm is a globalized firm which serves their business inEuropean and Asian market also. The main aim of the company is to reflect the lifestyle of theperson through this motorcycle. The bike depicts the freedom, coolness, image of a bad boy, etc.this attracts the people to buy Harley-Davidson motorcycle.The demand of their product is increasing since 1980s and 1990s. People who like to ridethe bikes are mostly 40 years of age. It also acquired the Buell motorcycle company in 1993 toexpand its market share and in 2001 it started manufacturing V-Rod, a crotch rocket, to meet thedemand of the younger segment. The company has set various objectives in order to accomplishits mission. The company wanted to increase its sales in the younger segment. about It hasanalyzed its internal and external environment by applying tools and techniques to avoid thehindrance in the success of their business. This firm also have core competencies and adistinctive competencies which make the company uniquely identified among all theircompetitors. The customers of the company are highly loyal. To make them loyal company hastook various initiatives such as HOG has been established to make the owners of Harley-Davidson feel privileged.The company has changed their demographics to young groups who seek freedom andwomen group who wish to ride a bike. This has made the positive impact on the company as thefirm is concerned towards women empowerment. Profit of the company started declining afterthe recession in 2008. the management is worried about the profit maximization but now there isa constant growth in the profits of the company after assessing the financial status of thecompany. Now company has also started investing in the accessories and merchandise of theHarley-Davidson because young generation are more demanding and according to their lifestylethe company has got various opportunities to satisfy their needs.4
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