Strategic Resource Allocation and Planning for Harley-Davidson

Strategic Resource Allocation and
Planning

Marketing Management 1
Contents
Introduction......................................................................................................................................2
About company................................................................................................................................3
General Environmental Analysis.....................................................................................................3
Industry Analysis (External)............................................................................................................5
Competitor Analysis (External).......................................................................................................6
SWOT Analysis...............................................................................................................................6
Strengths......................................................................................................................................7
Weaknesses..................................................................................................................................7
Opportunities...............................................................................................................................8
Threats.........................................................................................................................................8
Strategy Formulation.......................................................................................................................8
Strategic Action Plan.......................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Marketing Management 2
Introduction
The aim of the report is to develop a long-term strategic plan for the company considering the
case study. The case study is based on highly recognized American company Harley Davison.
The report includes the details related to the General environmental factors that might affect the
company while making decisions related to the growth and development of the company.
Moreover, it shows the industry and competitive analysis which helps the company while
making the strategies. In the end, a strategy for the company has been formed along with the
plan.

Marketing Management 3
About company
Harley-Davidson is a leading American culture and business icon on the level of Levi Strauss
and Coca-Cola. The company came into existence in the year 1987 as a publicly traded firm and
was founded by William S. Harley and Arthur Davidson. The company manufactures its
motorcycles at factories in the area of New York, Brazil, India, and many others. Harley-
Davidson believes that they are selling American dream of freedom. The company emphases on
a subset of motorcycle market presenting customers who value style with heritage and
reputation, durability and adaptability (Hitt, Hoskisson & Ireland, 2014). The Motorcycles and
Related Products Division presently functions through 8 primary segments which are given
below: -
 Parts & Accessories (17.5% of net revenue in 2011)
 Licensing ($43.2 million of net revenue in 2011)
 General Merchandise (5.9% of net revenue in 2011)
 Marketing
 Patents and Trademarks
 Harley-Davidson Museum
 International Sales (32% of net motorcycle revenue in 2011)
 Other Services
General Environmental Analysis
Technological Trends- The technology creates the positive and the negative impact on the
working of the company. The company makes use of advanced technology while manufacturing