Harley Davidson Case Analysis

1274 Words Sep 23rd, 2013 6 Pages
Case Analysis

Harley-Davidson should tailor is product and service offerings to the 55-64 year old segment, and expand its Rental and Rider’s Edge programs to continue growing
Market leader in motorcycles - Market leader with 50% domestic and 32% global market share in motorcycles
- Stock prices CAGR since 1989: 32%
- American legendary lifestyle brand
- Loyal customers: 900,000 members in Harley-Davidson Owner Group
- 50% of sales to repeating customers

Ageing customer base and difficulty to attract new clients - Average customer age grew from 35 in 1994 to 47 in 2004
- Young customers are not attracted by the brand
- Women are still only 10% of clients
- 2005 sales target cut back by 10,000
…show more content…

Expand Rental

Expand Rider’s
Edge Program

Implementation plan Risks


To retain loyal customers beyond the age of 54, HDI should invest in targeted advertisement in short-term, and premium service and tailored bike models in the medium-term
Launch targeted advert. campaign

Launch comfort/premium

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