BUS300: Harley-Davidson's Strategic Analysis and Recommendations

This report provides a comprehensive analysis of Harley-Davidson's organizational strategy, examining its marketing approaches, resources, and competitive position within the motorcycle industry. The report delves into Harley-Davidson's successful strategies, including customization, its extensive dealership network, and the 'Learn to Ride' program. It explores the company's resources and capabilities, comparing them with competitors like Honda, and highlights the importance of brand image and customer loyalty. The report also examines the application of Six Sigma, Porter's five forces, and value chain models to understand Harley-Davidson's strengths, weaknesses, and competitive advantages. It discusses how the company exploits its key strengths, protects itself from weaknesses, and responds to potential threats in the market, offering a detailed overview of the factors contributing to Harley-Davidson's enduring success.

Influencing Organisational Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
1 Harley-Davidson’s strategy how it has been successful.....................................................4
2 (a) Resources and capabilities are needed to compete within the motorcycle industry.....6
Six sigma strategy: ................................................................................................................8
2 (b) Harley-Davidson compare with other leading motorcycle companies in the context of its
resources and capabilities ......................................................................................................9
Porter's five force model: ....................................................................................................12
3 Harley’s strategy exploit its key strengths while protecting itself from its key weaknesses 13
Porter’s value chain model: .................................................................................................15
4 Threats in front of Harley-Davidson and how it is responded : ......................................15
CONCLUSION .............................................................................................................................19
REFERENCES................................................................................................................................1

Illustration Index
Illustration 1: Marketing strategy.....................................................................................................5
Illustration 2: Resources and capabilities........................................................................................7
Illustration 3: Six sigma...................................................................................................................9
Illustration 4: Porter's five force analysis......................................................................................12
Illustration 5: Value chain analysis................................................................................................15
Illustration 6: Competitive analysis...............................................................................................18
Illustration 7: VRIO model............................................................................................................18

INTRODUCTION
In order to define the strategies of Harley Davidson, it is necessary to understand the
strengths and weaknesses of its Harley-Davidson. It is an American motorcycle manufacturer.
There are different market strategies which are using by Harley Davidson to grab more attraction
of customers and maintain the customer base. Harley-Davidson is using marketing strategies in
the best way and it is also gaining success in competitive market. Furthermore, it also requires
different resources and capabilities to compete with its competitors. There are various
competitors of this Harley-Davidson and the biggest one is Honda. This report also include the
different similarities and dissimilarities between both of these companies. According to this
report, resources and capabilities of these both companies are generally opposite as strengths of
the Harley Davidson are the weaknesses of HONDA. Other competitors are triumph, Yamaha
and Kawasaki. The best strength of this Harley-Davidson is that it is providing the facility of
customization to their customer and it also conducting different programs to give knowledge
about the bikes and instructions about how to ride. In addition to this, Harley-Davidson do not
have large number of markets and customers. It only focuses on targeted customers and markets.
It is continuously trying to keep maintain the potential level of their existing customers. The
strategies of Harley Davidson has been successful because it focuses on the satisfaction level of
customers rather than launching new motorbikes(Ochillo, Van Teijlingen and Hind, 2017).
MAIN BODY
1 Harley-Davidson’s strategy how it has been successful
Marketing strategies plays an important role in every organisation. Thorough these strategies
investors can look at the Harley-Davidson's background and its potential in the market. There are
different market strategies of Harley-Davidson which can be understand by following diagrams :

Whenever we think about the motorcycle the first name which came in mind is Harley-Davidson. It is the
pioneer in motorcycle industry. Generally strategies of Harley-Davidson is focused on giving a
personalized experience to their consumers.
Customization : Harley-Davidson is providing customization to their existing customers. No other
companies in motorcycle industries are furnishing this type of facilities to their customers. Furthermore,
in the customization, they provide to modify the colour, design, wheels, racks, seats, backrests, exhausts
and intakes(Wickert, Vaccaro and Cornelissen, 2017).
Large dealership network : There is large number of dealership which are located in different areas
such as US and Europe. Harley-Davidson has established a huge number of dealership outlets globally.
Lately, Harley-Davidson is focusing on the expanding its dealership across Asia- pacific market as well.
“Learn to ride program” : Harley-Davidson runs learn to ride program in which they provide different
courses to new riders with expert guidance and instructions. This is done through the help of Harley-
Davidson riding academy. Consumers of the Harley-Davidson can also enrol in its jump-start program.
Whey they learn and experience riding a real Harley-Davidson motorcycle(Ochillo, Van Teijlingen
and Hind, 2017).
Targeting a variety of consumers : Generally the target customers of the Harley-Davidson are the men
over the age of 35. Harley-Davidson provide variety of gears and apparel to its customers to enhance
Illustration 1: Marketing strategy
Source : Marketing strategy, 2016

theCOMPETITIVE ANALYSIS : experience. But now this Harley-Davidson is focusing on the young
adults and women as well(Pedersen, Gwozdz and Hvass, 2018).
Events for Harley owners : Harley-Davidson has organised group for Harley motorbikes to keep the
spirit alive. Apart from this, Harley-Davidson conduct different types of programmes as well for this it
put a great deal of efforts in their marketing strategy.
Reasons of being successful :
The key of success of the strategies is a tightly centred upon Harley's resources such as its
image and brand. Thus, Harley has centred upon the respective section where its conventional
designs and brand image can be most impressive, and avoid investments in technology and ultra
new designs. Furthermore, Harley has not ignored its cost position as a low-volume
manufacturer Harley is at a leading discriminate to Honda, Yamaha, and others. It has kept costs
low through element standardization, putting R&D low, paradigm upon the applications of past
times, attempting escaped promotional material as a secondary to costly media advertising(Volet,
Lawrence and Dodds, 2017). Acknowledging its functions as a lifestyle product, Harley has
reinforced discrimination not just into its trade goods but into the organization as a whole and all
its kinship with its customers. Look at the determination between workers and directors with
Harley possessor and the ordinary values that tie-in the organization and its customers.
In marketing strategy, Harley-Davidson also consider the marketing mix factor. It
includes place, product, promotion and price as well. In the case of Harley-Davidson’s marketing
mix, concerns about promoting and strengthening the brand are effectively addressed. Even
though the Harley-Davidson has increased its advertising efforts, its marketing mix remains
practically the same. Through this marketing mix, Harley-Davidson competes well in the
domestic and global motorcycle markets. Products of the Harley-Davidson are motorcycles,
engines, parts and accessories, collection or motor clothes merchandise(Ochillo, Van Teijlingen
and Hind, 2017). .
HR. analysis :
It is also important factor to be analysed. To analyse the capabilities of human resources are essential to
get maximum efforts of employees as they can put to accomplish the task. This analysis will help the
Harley-Davidson to resolve the problems occurs among different employees. It includes various stages to
evaluation such as first id to assigned the functions and task then collect the information regarding to the
task, develop the functional areas and last is to recommend and councils.

Finance analysis
It helps in analyse the financial requirements. Financial resources are as important as human
resources. Harley-Davidson will not achieve success if there is no proper arrangements of
financial prospects. What amount of funding company requires and in which area organisation
have to invest is analysed by financial analysis. It also explained the different sources of funding
which can be categorized into two parts such as equity and debts.
2 (a) Resources and capabilities are needed to compete within the motorcycle industry
Resources and capabilities are core factor for any industry to compete with its competitors and
maintain its position in the market. Mostly these factors contains different divisions such as :
Illustration 2: HR analytics
Source : (HR analytics , 2016)

Capabilities generally consider technology, design, purchasing power and manufacturing. In technology,
Harley-Davidson expend of its revenue on the research and development program of only 179 million.
Harley-Davidson gives traditional design but the customization opportunities are on their higher level
which can not provide by other companies in motorcycle industries. Resources and capabilities include
four different aspects such as superfluous strength, key strengths, key weaknesses and zone of
irrelevance. Key strengths are brand and consumer loyalty, distribution, customized design and material
as required. While key weaknesses are manufacturing and research and development which include
product development and international exposure. Public relationship is refers as superfluous strength.
Harley-Davidson has a huge network of its dealership channels. Hence, Harley-Davidson establish a
university to enhance dealer competencies(Ochillo, Van Teijlingen and Hind, 2017). . Apart from this
other capabilities of Harley-Davidson are integrated technological resources, unique tactics of employees
and manufacturing. Capabilities and resources are potential for sustainable competitive advantages. For
this Harley-Davidson has to make different strategies and develop the implications of strategy in relation
to strengths and weaknesses. Harley-Davidson also appraise the resources of the firm in term of relative
strength and strategic importance. Identify the resources and capabilities of the firm than explore the link
between both factors. Resources can be tangible or intangible. Tangible sources are financial and
Illustration 3: Resources and capabilities
Source : Resources and capabilities, 2015

physical. Intangible resources are technology, reputation and culture. Capabilities can be classified into
different parts such as corporate functions, management informations, research and development,
operations, product design, marketing and sales or distribution. Corporate functions include Strategic
management of multiple businesses, Financial control, Strategic innovation, Acquisition management,
Multi divisional coordination, International management, Management information include
Comprehensive, integrated MIS network linked to managerial decision making. Research and
development include Research, Fast-cycle new product development, Innovative new product
development. Operations Efficiency in volume manufacturing, Continuous improvements in operations,
Flexibility and speed of response(Ochillo, Van Teijlingen and Hind, 2017). . Product design include
Design capability, Promoting reputation for quality, Brand management, Responsiveness to market
trends. Sales and distribution include Effective sales promotion and execution, Speed of distribution,
Quality and effectiveness of customer service, Efficiency and speed of order processing. Rather, then
these, capabilities can be classified into various aspects such as cross functional capabilities, broad
functional capabilities, activity related, specialized and single task capabilities. Cross functional
capabilities as such new product development, customer support and quality management capability.
Broad functional capabilities include operational, research and development, MIS, marketing or sales and
people management capabilities. Activity related capabilities such as manufacturing, material
management, process engineering, product engineering and test engineering capabilities. Specialized
capabilities are related to manufacturing only which include printed circuit board assembly, Telset and
system assembly. Single task capabilities are related to PCB assembly only such as automated trough hole
component insertion, wave soldering, manual inspections and surface mounting of components. The
process of putting resource and capabilities to work is accomplished through some stages such as
fundamental stage is to identify the key capabilities and resources, then appraising them which consider
assessing importance and relative strengths and the last is to develop strategy implications. Capabilities
are depends on the resources of the Harley-Davidson. It can be develop through product sequencing as
well(Wickert, Vaccaro and Cornelissen, 2017).
Six sigma strategy:
Six Sigma at galore businesses merely refers a measure of attribute that endeavour for
close flawlessness. It is a trained, data-driven formulation and epistemology for get rid of
imperfections(Clifton, 2017). The primal goal of the Six Sigma epistemology is the execution of
a measurement-based plan of action that centring on operative betterment and fluctuation
decrease through the application. This is completed through the utilization of two other sub
methods of Six Sigma such as DMAIC and DMADV.

The focus elements in six sigma models are clients, process and personnel. First factor in
six sigmas is senior management involvement which consider the selecting of the project,
reviewing, Approving, resolving and recognizing. Another significant aspect that must be
considered while choosing a Six Sigma project is the operative constancy of the process. After
developing the six sigma projects next step is to select the project teams(Clifton, 2017). Many
establishments discover success by picking a project leader who fit in to the operational process
being amended and has a pale in that plan of action.
Harley Davison's is using six sigma approaches because it is one of the most data driven
approach. It assists to increase the customer satisfaction level and loyalties. Apart from this, it
helps in making a framework of time management though which Harley-Davidson can reduce
the cycle of time.
2 (b) Harley-Davidson compare with other leading motorcycle companies in the context of its resources
and capabilities
Comparison between Harley Davidson and Honda in the context of resources and responsibilities can be
understand through these tables :
This table is showing the resources and capabilities of HONDA'S :
Superfluous Strength
 Public relationship
Key strengths
 Product diversification
Illustration 4: Six sigma
Source : (Six sigma, 2015)

 International exposure
 Manufacturing
 Product development
Zone of irrelevance Key weaknesses
 Brand and customer loyalty
 Distribution
 Material as needed
 Customized design
This table is showing the resources and capabilities of Harley Davidson :
Superfluous Strength
 Public relationship
Key strengths
 Brand and customer loyalty
 Distribution
 Material as needed
 Customized design
Zone of irrelevance Key weaknesses
 Manufacturing
 Product development
 International exposure
 Research and development(Ochillo,
Van Teijlingen and Hind, 2017).
HARLEY DAVIDSON HONDA
R&D Small R&D plan. Deficiency
of advanced technology as no
utilization of overhead shaft,
multivalve cylinders and so on.
Research and development
expenses are greater than
Harley David son's revenue. It
is Leading brand in automotive
technology.

Plan Principally conventional
design features of this Harley-
Davidson and it is Leader in
customization.
History of advanced design.
Capable to stand-off upon
broad range of motorcycle
models, plus auto expertness.
Specialize designing studios in
various countries.
Manufacture The manufacture scale is small
as it produces less than 300000
bikes in a year.
HONDA produce approx 3 m
bikes in a year which offers
huge potentiality for scale of
economies and advanced
manufacturing technology.
Distribution Powerful trader network in US
while anaemic elsewhere.
Global and international dealer
network.
Brand Matchless pictures in
heavyweight bikes(Ochillo,
Van Teijlingen and Hind,
2017).
Muscular honours for quality,
execution, and reliability.
Marketing Harley brand corroborated
chiefly by publicity, support
and media events rather than
advertisement.
Honda brand planned by
advertising, engagement in
racing, and by the presence of
Honda products (from
lawnmowers to luxury cars).
Customer support Level of customer involvement
in owners’ group, charity
support etc. that is unrivalled
in the industry
Restricted to trader services.
Rising markets and enlargement foreign can be a big opportunity for Harley Davidson.
Merchandise variegation and services enlargement can raise its business
and Spread out demographics can be a mode to grow business(Salehzadeh and et.al., 2017).

Porter's five force model:
It includes bargaining power of suppliers, threat of substitutes, bargaining power of
buyers and threats of new entrants. All these factors include different factors such as government
policy, Capital requirements, Absolute cost and Cost disadvantages. Harley Davison's is
implementing these strategies in their business because it provides different information
regarding to above discussed factors(Burt and et.al., 2017).
 Bargaining power of supplier’s (High): This factor defines that how easy it is for the
suppliers to raise their price. It also depends on the product uniqueness. This factor
impact highly because, supplier possess high bargaining power to provide raw material in
the chosen business.
 Bargaining power of buyer’s (Moderate): An evaluation of buyer’s that how easy it is
for the buyers to decrease the price of the product and services offered by Harley-
Davidson (Salehzadeh and et.al., 2017). Bargaining power to the chosen business is
moderate because, customers unable to easily access products and services from other
competitors.
 Threats of substitution (Low): If there is an availability of the substitute product in the
market then are higher chances of customer switching in responding to price changes.
Threat of substitute product is low because it requires high investments.
Illustration 5: Porter's five force analysis
Source : Porter's five force analysis, 2015

 Threats of new entrants (Low): Higher profitability attracts new vendors in the market.
Increasing numbers of vendors will decrease the amount of profitability margin. So it is
also a force factor which drives the operation of business in strong manner. New entrants
requires high amount of investments and knowledge to operate their functions.
Harley Davison's is considered all these forces in their business to gain advantages. If
Harley-Davidson will know their threats and strengths of external factors then it will be more
easy to attain success (Salehzadeh and et.al., 2017).
3 Harley’s strategy exploit its key strengths while protecting itself from its key weaknesses
There are different strengths and weaknesses or opportunities and threats of Harley Davidson
which can be analysed by SWOT analysis. Harley-Davidson is developing the strategies by which it can
improve the strengths and overcome the weaknesses.
Strengths are :
 Cult brand : Harley Davidson has modified itself into cult brand to attract more customers and
keep up its potential customer base. Cult brand refers to a product that has a loyal customer base
that approaches fanaticism. These are generally assorted form fads.
 High customer pull : Harley Davidson develop different promotional strategies to attract more
customers towards their product. It conducts different programs as well to provide advantages of
its brand. Customers attracted by the branding and services of customization furnished by this
Harley-Davidson(Wickert, Vaccaro and Cornelissen, 2017). .
 Product range : Harley-Davidson provide various range of products. It also produces diversified
products by which customers can change their mind set and decision making process to buy a
specific product. Harley Davidson is trying to solving the problem in the context of ageing to
hold up the customer base.
 Loyal customer base : With the strong image and reputation in the market place, Harley-
Davidson has higher level of customer base with the loyalty characteristics. Harley Davidson
fulfil the promises which occurs during the agreement of sales between Harley-Davidson and its
customer(Wickert, Vaccaro and Cornelissen, 2017). . Harley Davidson provide different
types of services after sales which increase the loyalty factor in their customers.
 HOG rallies : Harley Davidson conduct different types of rallies and programs in which they
provide knowledge about the products and give instruction about how to use. By conducting these
programs, Harley-Davidson increase the satisfaction level of customers.

 Financial stability : This is the best strength of Harley Davidson that its financial conditions are
always stable. It does not provide huge diversifications in motor cycles and also they do not have
large numbers of customer base. It has only targeted market and targeted customers. But they
keep up with their customers and always keep in touch with them.
Weaknesses are :
 High prices : This is the most effective factor which bring weakness towards the Harley-
Davidson. Harley Davidson has only one manufacturing unit in U.S. which bear higher
price and cost(Volet, Lawrence and Dodds, 2017).
 Risky : The market of Harley Davidson is very risky because it generally depends on the
U.S. More than 60 % of the income is generated from U.S. Market only. But in earlier
times, U.S. Market has also facing different types of limitations so it became risky for
Harley Davidson to generate majority of its income from U.S.
 Suppliers : Harley Davidson is depends on single suppliers. Which may affect the
business in long run. It may become the cause of customer dissatisfaction and delivery
delay(Wickert, Vaccaro and Cornelissen, 2017). .
To overcome the weaknesses, there are different opportunities in front of Harley Davidson.
Harley-Davidson can identify these opportunities and gain advantages from these factors.
Opportunities are :
 Europe markets : The demand is raising in the developing Asian & European nations for Harley
and there are no marketers competing in this section. So it is very higher opportunity for Harley
Davidson to seizure these market sharply.
 Lower cc bikes : With the loyal customer base, Harley-Davidson can produce lower cc
bikes and low weight to attract more customer and maintain the potentiality and base of
the customers. It helps in increasing the sales of the product and decrease the operating
cost as well(Salehzadeh and et.al., 2017).
 Women riders : These are the scope for the Harley Davidson. Harley-Davidson can produce
the product which are also suitable for the women riders. In now days, women are taking
interest in riding the bikes of Harley Davidson because it is impressive and shows the
bold features of women. So Harley Davidson can consider these areas as well.
 Young riders : In earlier, Harley-Davidson is just focusing on the people who are above the age
of 35. but in now days it is focusing on the women riders and young riders as well(Lee, 2017).

Porter’s value chain model:
This value chain model includes five primary factors such as inbound logistics,
operations, outbound logistics, marketing and sales or services.
Inbound logistic: Inbound logistics consider receiving and warehousing of raw martial
while operation include the process of converting inputs into finished goods(Lee, 2017). Under
marketing and sales it finds out the needs and preferences of customers with the process of
selling and distribution to their consumer.
Outbound logistic: It refers to the plan of action which include in the storage of goods.
Harley-Davidson can get the information flows about the production line to the Harley-
Davidson's customers.
As per diagram, there are four different activities such as firm infrastructure,
procurement, HRM and technology. There are various cost drivers of each activity in value chain
model like economies of scale, capacity utilization, geographical location and other institutional
factors. Harley Davison's is using this value chain model in their business because it helps in
formulate the competitive strategies, find out the interrelationship between different activities
and understand the various resources available in structure (Delery and Roumpi, 2017).
4 Threats in front of Harley-Davidson and how it is responded :
Threats are :
Illustration 6: Value chain analysis
Source : (Value chain analysis, 2016)

 Myopic approach : Being market myopic can impact the Harley brand. As its 65% of
sales comes from the U. S. market, this all over dependency can track to internal distress.
 Substitutes: There are many other different companies which makes motorcycles in market.
Such as Yamaha, triumph, Royal Enfield and so on. These all companies are providing same
product on low price which is threat factor for the Harley-Davidson(Salehzadeh and et.al.,
2017). . There are different alternatives of Harley-Davidson such as DucatiDiavel, MotoGuzzi
California, Triumph Rocket, Yamaha V-Max. Substitute refers to a replacement of item
which offered same qualities and offers with being equilibria to them. Many other
companies who are making substitutes products are the main factors for the original
brand Harley-Davidson. Because if they keep cost on down level then all customers will
purchase that substitute products. Hence, substitute products and original products are
connected in negative relation(Fejerskov, 2017). As Harley-Davidson knows that there
are many other companies in the market who is making substitute products so it focuses
on the targeted customers only. They keep up with their existing customers and maintain
the level of loyalty among them. Many other companies are making substitutes but they
do not have the brand image as Harley-Davidson has. This is a threat factor but Harley-
Davidson modify it into opportunity factor. Harley-Davidson taking this threat factor as
positive impact. Because they think that as the higher level of competency, Harley-
Davidson will get higher level of profitability margin(Delery and Roumpi, 2017).
 Competition : Today's market is competitive market. There is cut throat competition among the
competitors. Competition includes the competitive forces which are threats for the Harley-
Davidson. Forces include bargaining power of buyers and suppliers, threat of new entrants and
rivalry among existing companies. Competition is higher in the market so it must be analysed.
There are different factors which affect these business such as internal and external. External
factors involved political, economical, social, environmental, legal and technical. These all
factors can be analysed through pestle analysis. Apart from this competitive forces can be
analysed through porter's five force model(Delery and Roumpi, 2017). Harley-Davidson is
taking this prospects as opportunity. Harley-Davidson is developing different strategies
after analysing these factors by different models. Harley-Davidson follow some steps to
attain the advantages of competition. In first it finds the real competitors. Then it analyses
that which one is the biggest threat to its business. Porter's five force model is the best
way to find out the competition level and competitor. Apart from this, government

regulations, economic environment, the weather, product liability and technological
changes are the other business threats which create high level of competition(Clifton,
2017).
 Challenges of international market : There are various international challenges which create
threat to the business. Such as international Harley-Davidson's structure, accounting, laws and
regulations, currency rates, political risks, environmental issues, communication difficulties,
payment methods and global pricing strategy. Different trad patterns are the main challenge of
international marketing. For this Harley-Davidson has to take into reports these concern plan
of actions of assorted countries which regulate their imports and exports. Assorted states
have germinated contrary operations, exercises and documents in order to modulate the
export craft(Clifton, 2017). These plan of actions and patterns enforce definite constraints
and restrictions on global enterprise. Apart from this, economic unions are also
threatened factor for Harley-Davidson as There is an accelerative propensity among
nations to form micro groups of Economic Unions which assist them to negotiate terms
for the enterprise with other states. Some of these such as abroad dealing relation
regulations and others have been developed after keeping in perspective the domestic
goals and have posed convinced proceeding difficulties to exporters and importers.
 Risk of over expenditure capacity : As Harley-Davidson is based on single. It is generally
based on the U.K. Market. So it is very costly to import from abroad to India. There is a higher
risk of expenditure capacity as well(Burt and et.al., 2017).
Apart from these, competition form other marketers can also affect the business of Harley-Davidson.
External changes such as policies or taxes can e evaluated by pestle analysis and Harley-Davidson can
overcome these negative impacts in effective manner. The main factor of threat is substitution as many
motorcycle brands are available.
COMPETITIVE ANALYSIS :
It is important to conduct competitive analysis as it is used to find out the rivals in the market of
the Harley-Davidson and their strategies as well. There are various tools by which company can
analyse the competitor factors. Under this evaluation, Harley-Davidson will get to know about
different factors such as strengths of rivals, threatened factors, services which are offered,
strategies which are preferred by rivals and targeted audience. It is beneficial for the company to
analyse the competitor factors. By this analysis, Harley-Davidson can maintain its position in the
market.

VRIO MODEL
This model helps the Harley-Davidson to analyse the available resources and competitive
advantages. It is the framework of four questions asked about the capabilities and resources to
determine the competitive potential of the Harley-Davidson. Questions regarding to value, rarity,
Imitabilty and organisation. These all question have there various sub questions which are related
to internal and external factors.
 Questions of value : it includes the evaluation about changes of technological,
demographical, economical and cultural. In addition to this it also considers the five
Illustration 7: Competitive analysis
Source : < Competitive analysis, 2016>
Illustration 8: VRIO model
Source : (VRIO model, 2015)

threats factor. It brings down the ratio of productivity. Harley Davidson is utilized the
best of their resources which raise the opportunities in the market.
 Questions of rarity : Harley Davidson is growing fast in auto mobile industry as there is
no other Harley-Davidson which can beat it.
 Questions of imitability : It happens in two antithetic ways such as submission and
duplication. Harley Davidson hold up its market share and orientation in the marketplace
with the helping of high imitation cost.
 Questions of organisation : Next query in the vrio model is all the resources are in proper
manner? Harley Davidson has to set up it's all resources as human resources and financial
resources to attain extreme utilization and ratio of productiveness.
CONCLUSION
From the above report it can be concluded that Harley Davidson is one of the best and
fastest growing industry in auto mobile industries. In addition to this, it provides facilities of
customization to their customers. It provides facilities of colour, model, seats, breaks and so on.
This report also analysed the strengths, weaknesses, opportunities and threats of this Harley-
Davidson which is analysed through SWOT analysis. Strengths such as cult brand, HOG rallies,
high customer pull, product range and customer base and financial stability. Weaknesses such as
risky, costly and depends on single supplier. Key strengths of this Harley-Davidson are Product
diversification International exposure Manufacturing and Product development. While these all
key strengths are weaknesses of HONDA. Resources and capabilities include R&D, Plan,
Manufacture, Distribution, Brand, Marketing and customer support. The strengths in the context
of resources and capabilities are also described in this report. Harley-Davidson exploit its key
strengths while protecting itself from its key weaknesses. There are different market strategies which can
be used by Harley-Davidson to compete with its competitors such as Customization, Large dealership
network, Learn to ride program, Targeting a variety of consumers and Events for Harley owners. Main
threats of this Harley-Davidson are Myopic approach, Substitutes, Competition, Challenges of
international market and Risk of over expenditure capacity(Brewster, 2017).

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