Current Market Analysis - Harley Davidson

Added on - 18 Feb 2021

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EMERGINGDIGITAL TRENDS
Table of ContentsINTRODUCTION...........................................................................................................................1BACKGROUND.............................................................................................................................1Introduction to the Organisation.................................................................................................1Current Maturity Level of using Technology/Trends.................................................................2Current Market Analysis.............................................................................................................3Identification of Organisation and Segment...............................................................................4AFFECTED MARKET...................................................................................................................5Emerging Technologies to introduce in the affected market......................................................5Opportunity and Threat analysis.................................................................................................6Development of customer journey and role of perspective technology in that journey.............6Customer Behaviour....................................................................................................................7BUSINESS OPERATIONS.............................................................................................................7SMART Objectives: SMART goals are mainly constitutes objectives which is being specific,time bound, measurable, reliable etc. These objectives are based on accomplishes anythingwithin time sources, higher accuracy as specific and saving time and cost being reliable. Incontext of Harley-Davidson, SMART goals from implementation of emerging technology areas follows:..................................................................................................................................7Strategic Approach suitable for the organisation........................................................................7Suggestion of a strategy..............................................................................................................8Impact on customer experience...................................................................................................9Implementation Approaches.......................................................................................................9CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONIn the current business environment, there are several emerging digital trends which areassociated with the ongoing digital advancements prevailing within the marketplace. It is quitenecessary for organisations in today's world to appropriately follow up the latest trends which arebeing showcased within the field of technology. The reason for the same is that with regularadoption of latest trends, companies secure a competitive and sustainable position within themarketplace. 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 theleading automotive organisations in the world. It deals in two wheelers for its customersglobally. The assignment covers a brief introduction to the organisation, along with a detailedbackground research related to the technologies and trends that have affected or could potentiallyaffect the markets, segments and areas of business operations of the firm. Furthermore, the reportundertakes 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 detailedbusiness case or the firm to undertake strategic changes, that would be needed for the business tosurvive and succeed in its niche as well as new markets.BACKGROUNDIntroduction to the OrganisationHarley-Davidson, Inc., is a motorcycle manufacturing organisation which isheadquartered in Milwaukee, Wisconsin. Incorporated in 1903, this multinational Americancompany offers its customers with a range of offerings, from cruiser, custom as well as touringmotorcycles. 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, thefirm 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 AsianMarkets. The firm's strategy is related to building a company which is highly recommended bynew age individuals and which is technologically advanced and at the same time, beenvironmental friendly in the future.1
Current Maturity Level of using Technology/TrendsWithin the whole motorcycle industry, there are several technological trends that arecontinuing to shape up the industry and are being quite necessary for organisations to follow inorder to ensure a competitive position within the market. In addition to this, with advancementsin technology each day, there are new technologies emerging within the market and are beingvery effective within the global market in terms of enhancing the quality of service in thevehicles provided to the customers(Brusaporci, 2015).There are several trends within this industry which are related to the technologies whichare currently being utilised by biggest companies within this industry. Some of these trends arediscussed below:Vehicle to Vehicle (V2V) Connectivity:One of the most prominent current trend which is prevailing within the industry is theVehicle to Vehicle Connectivity technology. The main purpose regarding the same is related tothe safety of the riders. Within this system, the motorcycles are incorporated with interoperablenetworked wireless communications technology within vehicles which ensures connectivity aswell as enhance the safety of riders due to increasing coordination and allowing them safetymanoeuvring in urban city traffic. Companies like BMW, Honda and Yamaha have adopted thistechnology 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 ensuringsafety 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. Earlierthis system was used within cars, however, quite recently this system has captured themotorcycle market as well. An effective touch screen with GPS, radio, visual and callingfacilities 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 thistechnological 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 toenhance the experience of customers. Carbon-fibre as well as ultralight solids are used currentlyin the industry to achieve the same. However, Harley-Davidson is yet to surpass this2
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