Current Market Analysis - Harley Davidson

EMERGING
DIGITAL TRENDS

Table of Contents
INTRODUCTION...........................................................................................................................1
BACKGROUND.............................................................................................................................1
Introduction to the Organisation.................................................................................................1
Current Maturity Level of using Technology/Trends.................................................................2
Current Market Analysis.............................................................................................................3
Identification of Organisation and Segment...............................................................................4
AFFECTED MARKET...................................................................................................................5
Emerging Technologies to introduce in the affected market......................................................5
Opportunity and Threat analysis.................................................................................................6
Development of customer journey and role of perspective technology in that journey.............6
Customer Behaviour....................................................................................................................7
BUSINESS OPERATIONS.............................................................................................................7
SMART Objectives: SMART goals are mainly constitutes objectives which is being specific,
time bound, measurable, reliable etc. These objectives are based on accomplishes anything
within time sources, higher accuracy as specific and saving time and cost being reliable. In
context of Harley-Davidson, SMART goals from implementation of emerging technology are
as follows: ..................................................................................................................................7
Strategic Approach suitable for the organisation........................................................................7
Suggestion of a strategy..............................................................................................................8
Impact on customer experience...................................................................................................9
Implementation Approaches.......................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
In the current business environment, there are several emerging digital trends which are
associated with the ongoing digital advancements prevailing within the marketplace. It is quite
necessary for organisations in today's world to appropriately follow up the latest trends which are
being showcased within the field of technology. The reason for the same is that with regular
adoption of latest trends, companies secure a competitive and sustainable position within the
marketplace. Moreover, this also leads to a better quality of service to their customers (Moreno-
Munoz and et. al., 2016). The report below is based on Harley Davidson, which is one of the
leading automotive organisations in the world. It deals in two wheelers for its customers
globally. The assignment covers a brief introduction to the organisation, along with a detailed
background research related to the technologies and trends that have affected or could potentially
affect the markets, segments and areas of business operations of the firm. Furthermore, the report
undertakes discussion of one identified market and affect of digital trends on its segments,
customers' expectations, wants and needs. In addition to this, the report also includes a detailed
business case or the firm to undertake strategic changes, that would be needed for the business to
survive and succeed in its niche as well as new markets.
BACKGROUND
Introduction to the Organisation
Harley-Davidson, Inc., is a motorcycle manufacturing organisation which is
headquartered in Milwaukee, Wisconsin. Incorporated in 1903, this multinational American
company offers its customers with a range of offerings, from cruiser, custom as well as touring
motorcycles. Along with the same, it also deals with several motorcycle related products and on-
road selling services to customers. Through a wide network of several independent dealers, the
firm operates globally and provides its offerings and services across the globe. In addition to this,
the organisation has quite recently expanded its distribution network through provision of E-
commerce services in several parts of its American, European, Middle-East as well as Asian
Markets. The firm's strategy is related to building a company which is highly recommended by
new age individuals and which is technologically advanced and at the same time, be
environmental friendly in the future.
1

Current Maturity Level of using Technology/Trends
Within the whole motorcycle industry, there are several technological trends that are
continuing to shape up the industry and are being quite necessary for organisations to follow in
order to ensure a competitive position within the market. In addition to this, with advancements
in technology each day, there are new technologies emerging within the market and are being
very effective within the global market in terms of enhancing the quality of service in the
vehicles provided to the customers (Brusaporci, 2015).
There are several trends within this industry which are related to the technologies which
are currently being utilised by biggest companies within this industry. Some of these trends are
discussed below:
 Vehicle to Vehicle (V2V) Connectivity:
One of the most prominent current trend which is prevailing within the industry is the
Vehicle to Vehicle Connectivity technology. The main purpose regarding the same is related to
the safety of the riders. Within this system, the motorcycles are incorporated with interoperable
networked wireless communications technology within vehicles which ensures connectivity as
well as enhance the safety of riders due to increasing coordination and allowing them safety
manoeuvring in urban city traffic. Companies like BMW, Honda and Yamaha have adopted this
technology and are manufacturing vehicles having this technology. However, in case of Harley-
Davidson, the firm is yet to adopt this technology as it would help the company in ensuring
safety of riders of its motorcycles. Thus, its maturity levels in using this technology is quite rare.
 Infotainment System:
Another major technological trends within the industry is infotainment systems. Earlier
this system was used within cars, however, quite recently this system has captured the
motorcycle market as well. An effective touch screen with GPS, radio, visual and calling
facilities are being adopted by motorcycle companies across European and Asian Markets.
However, Harley-Davidson, with its “Boom! Box”, is one of the current leaders within this
technological advancement. Thus, its maturity level in this technology is high.
 Light and effective Building Material:
Speed is one of the key requirements of the industry which is essential in order to
enhance the experience of customers. Carbon-fibre as well as ultralight solids are used currently
in the industry to achieve the same. However, Harley-Davidson is yet to surpass this
2

technological trend as it still uses heavy materials in all of its motorcycles. Thus, the maturity
level is low in this respect.
As for Harley-Davidson, they firm is yet to attain several technological advancements
within the industry which would help the firm in coping up with the latest trends within the
industry and enhance the scope of improvement and quality in their motorcycles (Gibson and et.
al., 2015).
Current Market Analysis
In order to ensure a better understanding, it is essential to analyse the current market in
which the firm is operating in. To attain this, there are several attributes within its niche markets
which are being discussed below:
 Geographical:
The biggest markets of Harley-Davidson is within the United States, United Kingdom,
Middle East and Asian markets. In all these locations, the firm holds a very strong position
which is quite effective in terms of revenue and sales. However, the firm is currently facing
several complexities in the US market as there is a regular decline in the overall demand of
motorcycles. However, several Asian markets like India and Hong Kong are increasing their
demands of motorcycles due to the shift in their standard of livings as well as transition in their
lifestyles.
 Demographical:
In terms of Demographical context, Harley-Davidson's current market lies mostly
between young and middle aged customers. Reason for the same is that there are several
individuals who are associated with this firm almost all their youth and have utmost loyalty
towards the company. Furthermore, within Asian markets like Hong Kong and India, the firm
has a wide market within people with high income level. This is because the maintenance of the
products of this firm is quite costly and thus, the market is building up slowly in these markets as
per the improvement in standard of living of individuals. However, one prominent market which
is currently dominating is the rise in female customers of the company (Crane, Kawashima and
Kawasaki, 2016).
 Behavioural:
In relation to customer behaviour and perceptions, with motorcycles by Harley-Davidson,
its customers as well as potential customers have developed a strong and positive perception
3

towards the firm and its products. This is because the firm provides motorcycles with utmost
safety as well as quality. In addition to this, customers perceive safety within their vehicles
currently and expect that the company provides these customers with products which are
technologically advanced as well as give maximum safety and security to the customers.
Identification of Organisation and Segment
Organisation's Mission:
The mission of the organisation is to fulfil dreams of people trough experiences of
motorcycling and to provide an expanding line of motorcycles to general public and
motorcyclists as well as branded offerings in selected segments of the market.
Harley-Davidson's Structure
The organisational structure of Harley-Davidson is related to provide maximum input to
its processes and is designed to provide immense performance within its systems and in
manufacturing of its motorcycles (Peters and et. al., 2016). In addition to this, it is designed in a
very flexible as to ensure an effective communication channel within the organisation.
Illustration 1: Organisational Structure of Harley-Davidson
(Source: Organisational Structure of Harley-Davidson, 2019)
Company's current STP Approach
The current STP Approach of Harley-Davidson is discussed below:
Segmentation: The market of the organisation is divided into several segments which are
discussed as under:
4

Segmentation: Geographical: Within this, the market is divided into locations. The firm targets
customers from the United Kingdom, United States, United Arab Emirates and several
parts of Asian markets like Hong Kong and India (Bounfour, 2016). Demographical: This divides the market on the basis of demographic aspects like
income, age and occupation. The company deals its products to general public aged, 18-
60 and with income level more than £5000, who are specifically motorcyclists.
 Behavioural: The firm offers its products to people who are enthusiasts in terms of riding
motorcycles and who wish to purchase high end cruiser and tourism motorcycles.
Targeting:
The firm prominently targets its customers who belong to all the markets specified above,
who who are aged 18-40, with income level more than £5000 and who are enthusiasts of riding
motorcycles and tourism (de Reuver, Sørensen and Basole, 2018).
Positioning:
The firm position itself effectively in retail stores through independent dealers. Moreover,
the firm also has an online channel if a person wishes to buy its products online.
AFFECTED MARKET
Emerging Technologies to introduce in the affected market
Harley-Davidson has a wide range of market globally and each market segment is quite
influenced by the actions by the company as well as its new products. However, in this section,
he current focus is upon a single market out of the several markets and customer segments
above. Behavioural market/segment is being taken into account. This market is inclusive of
customers who primarily wants safety within their journeys.
There are several emerging technologies which could be introduced in the affected
market by Harley-Davidson in order to enhance the customer experience and trust towards the
organisation. Some of these technologies are discussed below: Artificial intelligence: AI role is aimed to brings convenience for a person, in case of any
uncertainty and issues. In this, mobile communication is vital to act as smart sources to
provides user's with intelligence. Using AI and mobile software, suppose a person suffers
with an accident or any kind of misshapenness, AI mobile support will surely intimate
5

rider's family, near police and medical (Tsekleves and Cooper, 2017). Hence, technology
based innovation is the need for adaptation of digital trend for the Harley Davidson.
 Mobile computing: It constitutes a part of AI, but not similar in all context. When any
person is using Harley-Davidson bikes and riding it, with mobile computing (using
navigation software, test or check), chances for safety is larger. Its usage will benefits this
leading automotive user.
Opportunity and Threat analysis
If AI is under process, Harley-Davidson is advisable to do OT(opportunities and threats)
analysis in which what opportunities are linked to AI in specific located market and expected
threats associated to implementing opportunities.
Opportunities Threats
Using AI and mobile computing, safety of the
people is insured. Hence, this is a costly deal,
but it would led to prevail rider satisfaction and
retain its attention. For Harley-Davidson,
safety of their people and customer is live
born commitment.
Failure of the AI and mobile computing are
consequential threat, as because technology is
also limited in nature. Due to this, failure of a
mechanism and functionality of mobile
computing is severe factor.
Development of customer journey and role of perspective technology in that journey
In Harley-Davidson, experience start with journey and people who are loyal to use bikes
shares their journey to other people using social media. Consistently, many automotive from now
onward social such as Instagram, Pinterest and Facebook to know customer's journey and can go
for prevailing changes to develop more journey. Being having pure safety is main concern here
and secure their in every stage of journey (Bhargava and Madabhushi, 2016). AI and mobile
computing is appears here as tonic to enables safety using AI such as software to inform near
remedial, if in case met with an accident or any uncertainty. Using deep earthen navigation,
tracking to destination and current position has made journey safe and secure. Moreover,
customer journey can be develops using past and present consideration such as in past, they were
demanding for structure & look and now they are looking for speed and crazy experience from
riding bikes.
6

Customer Behaviour
 Customer expectations: Using emerging technology such as AI, customer's expectation
are growing with rise in its cost, even without so much concern of cost, they have choose
safety as first and foremost priority (Preuveneers and Ilie-Zudor, 2017). Especially who
rides Harley-Davidson, expectation for getting support of AI and mobile computing is
being prioritised.
 Customer needs analysis: Out of the safety trends, peoples are to makes their each and
every proportion of journey being memorable and of-course safe and secure. Process for
development of the AI and mobile computing should be led into process understanding
customer needs such as safety system and deep earthen navigation.
BUSINESS OPERATIONS
SMART Objectives: SMART goals are mainly constitutes objectives which is being specific,
time bound, measurable, reliable etc. These objectives are based on accomplishes anything
within time sources, higher accuracy as specific and saving time and cost being reliable. In
context of Harley-Davidson, SMART goals from implementation of emerging technology
are as follows:
 To check and initiate strategic plan for development of AI and mobile to ensure safety for
the people within a month. As this is a time bound and specific at some context.
 To develop mobile AI & mobile computing support such as deep earthen navigation, auto
sending intelligence to nearest remedial support and assistance.
 To ensure safety of a people by initially 40 percent within the time tenure of 1 year along
by evaluating AI and mobile computing on regular and also ensures developing as well as
assisting to changes.
Strategic Approach suitable for the organisation
After setting of the strategic approach, it is vital to have discussion on various models and
theories related to the technology adoption model. After setting SMART objectives, technology
adoption model (TAM) will be explained here in order to implements era of an emerging tech
such as AI and mobile computing such as deep earthen navigation. Moreover, this model is
mainly based on ease to use, behavioural intention and technological usage.
Explanation of the (TAM) model:
7

Technological adoption model was first proposed by the Davis (1985) which is mainly
comprises of the core variables of the user motivation such as perceived ease of an use,
perceived usefulness and attitudes towards technology and outcomes variables such as behaviour
intention and technical usage (de Reuver and et. al., 2018). Mainly out of these variables,
perceived usefulness and perceived ease of an use are probably considered as key variables that
may be directly or indirectly explains outcomes.
Sources: Technology adoption model (TAM), 2018
While implementing emerging Artificial intelligence, certain challenges such as failure of
the strategy and technology to develop ease of use is suffering as the major cause. Harley-
Davidson has to identifies purpose and need of artificial technology and ascertain its usefulness.
Perceived usefulness must be communicate effectively to the people and creates positive attitude
for technical changes such as artificial intelligence. In this strategic approach, intention to use is
being behavioural and which is necessary to analysed in most positive manner to be adopted by
the Harley-Davidson. After analysing behavioural intention to use, if it gone right, actual system
use will be taken into consideration. Surety for safety of a user is already perceived as expected
as part of an emerging technologies.
Suggestion of a strategy
In this section, suggesting the strategy based on marketing mix is to mainly focused to
know how the emerging technologies are ready to implements in an actual environment.
Elements of a mix such as product, price, places and promotion is applied on how making
combined strategy of all mix would be respond to changes in market. Application of a artificial
intelligence and mobile computing is about to give real and supporting shape while using bikes
8
Illustration 2: Technology adoption model (TAM)

of the Harley-Davidson to its customer's (Peters and et. al., 2016). As using of artificial
intelligence is high costly deal and which can be treated as kind of add to the values of the bikes.
Harley-Davidson sells their automotive on the premium pricing and change in cost structure of
the bikes, in case of the AI will also be acceptable by the customer of this leading bike
automotive. Emerging technology such as AI and mobile computing is mainly expecting to rise
marketing mix of Harley-Davidson.
Impact on customer experience
Customer experiences is the vital process which is centric to know & realises how much
customer is satisfied out of adaptability of the artificial intelligence to ensure safety of the people
. With use of an artificial intelligence, customer experiences is need to be positive as well as
respond to changes in market after realising trends running into market (Livingstone and Third,
2017). In the previous time, customers of the Harley-Davidson were not much aware of artificial
intelligence, as might be reason of lack of AI trends or less difficulties faced while using bikes.
In current time, AI has become aware with people and parallel side, need is also arising. Hence,
customer's experience is under process to aspects more from AI, when matter of safety arises.
Thus, impact of people experience is hope to rise and safety is expected to be rise.
Implementation Approaches
In this, 3M such as man, money and minutes which is a synchronised process to develop
an emerging technologies such as artificial intelligence and mobile computing wholly for the
purpose of the people safety and protection. In this, skilled manpower have expertises in
technical aspect and must have knowledge to pursues development of an emerging technologies.
Harley-Davidson is having best option to outsource AI and mobile computing from entity who
have expertises in same section. This is the cost effective option in order to save money of this
leading bike automotive.
9

CONCLUSION
From this above report, it is concluded emerging digital trend mainly deals with situation
when someone is looking for safety or any kind of the convenience and fulfilment of self. In this,
report, it was find that role of AI is mainly focused onto to takes out decision making to utilises
automotive effectively or an efficiently. Harley-Davidson target market is loyal to its usage to
any product or services such as riding bike and also safety is arises as major concern. In the
future, other emerging technology such as communication related technology so as to rise
suitable and safety of the people.
10

REFERENCES
Books and Journals
Moreno-Munoz, A., and et. al., 2016. Mobile social media for smart grids customer engagement:
Emerging trends and challenges. Renewable and Sustainable Energy Reviews. 53.
pp.1611-1616.
Brusaporci, S. ed., 2015. Handbook of research on emerging digital tools for architectural
surveying, modeling, and representation. IGI Global.
Terry, C. and Cain, J., 2016. The emerging issue of digital empathy. American journal of
pharmaceutical education. 80(4). p.58.
Crane, D., and et. al., 2016. Culture and globalization theoretical models and emerging trends. In
Global culture (pp. 11-36). Routledge.
Orji, R. and Moffatt, K., 2018. Persuasive technology for health and wellness: State-of-the-art
and emerging trends. Health informatics journal. 24(1). pp.66-91.
Livingstone, S. and Third, A., 2017. Children and young people’s rights in the digital age: An
emerging agenda.
Peters, C., and et. al., 2016. Emerging digital frontiers for service innovation. Communications of
the Association for Information Systems: CAIS. 1(39). p.online.
de Reuver, M., and et. al., 2018. The digital platform: a research agenda. Journal of Information
Technology. 33(2). pp.124-135.
Perumal, S., and et. al., 2015, October. Internet of Things (IoT) digital forensic investigation
model: Top-down forensic approach methodology. In 2015 Fifth International
Conference on Digital Information Processing and Communications (ICDIPC) (pp. 19-
23). IEEE.
Preuveneers, D. and Ilie-Zudor, E., 2017. The intelligent industry of the future: A survey on
emerging trends, research challenges and opportunities in Industry 4.0. Journal of
Ambient Intelligence and Smart Environments. 9(3). pp.287-298.
Bhargava, R. and Madabhushi, A., 2016. Emerging themes in image informatics and molecular
analysis for digital pathology. Annual review of biomedical engineering. 18. pp.387-412.
Tsekleves, E. and Cooper, R., 2017. Emerging trends and the way forward in design in
healthcare: An expert’s perspective. The Design Journal. 20(sup1). pp.S2258-S2272.
Khan, N. A., 2015. Emerging Trends in OAI-PMH Application. In Open Source Technology:
Concepts, Methodologies, Tools, and Applications (pp. 161-173). IGI Global.
Mackey, T. K. and Nayyar, G., 2017. A review of existing and emerging digital technologies to
combat the global trade in fake medicines. Expert opinion on drug safety. 16(5). pp.587-
602.
Monaco, S., 2018. Tourism and the new generations: emerging trends and social implications in
Italy. Journal of Tourism Futures. 4(1). pp.7-15.
Bounfour, A., 2016. Digital futures, digital transformation. Springer International Publishing,
Cham, Switzerland. Doi. 10. pp.978-3.
Brusaporci, S. ed., 2015. Handbook of research on emerging digital tools for architectural
surveying, modeling, and representation. IGI Global.
Crane, D., Kawashima, N. and Kawasaki, K.I., 2016. Culture and globalization theoretical
models and emerging trends. In Global culture (pp. 11-36). Routledge.
de Reuver, M., Sørensen, C. and Basole, R.C., 2018. The digital platform: a research agenda.
Journal of Information Technology. 33(2). pp.124-135.
11

Gibson, D., and et. al., 2015. Digital badges in education. Education and Information
Technologies. 20(2). pp.403-410.
Moreno-Munoz, A., and et. al., 2016. Mobile social media for smart grids customer engagement:
Emerging trends and challenges. Renewable and Sustainable Energy Reviews. 53.
pp.1611-1616.
Peters, C., and et. al., 2016. Emerging digital frontiers for service innovation. Communications of
the Association for Information Systems: CAIS. 1(39). p.online.
12