Harley Davidson

7001 Words Oct 13th, 2008 29 Pages
HARLEY-DAVIDSON INC.

INTRODUCTION
Harley Davidson is one of the largest manufacturers in the United States. It has become a major leader in the Industry for creating the heavyweight motorcycle that has been designed for “cruising on the highway.” (http://en.wikipedia.org). In this paper we will discuss how the heavyweight motorcycle market has become an important asset to the industry. We will include the major strategies that have been established and the breakdown of the manufacturing process in the industry. We will be examining the Industry’s prospects and expectations for the present and future based on the motorcycle market.
INDUSTRY ANALYSIS
PORTER’S 5 FORCES
Rivalry Among Competitors
The market for motorcycles has a few
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The image that it has portrayed in the industry is a major factor for the market’s success. The strength of its’ marketing techniques which include local and global have made it possible for the consumer’s satisfaction.
Threats Of Substitute
Heavyweight motorcycles have become popular. It’s a luxury for consumers to own this type of motorcycle. There are a few substitutes that can replace a heavyweight motorcycle in the industry, but other manufacturers such as Honda, Yamaha, and Suzuki are a growing competition with low cost products.
As a result of our consolidated industry, consumers can have a strong effect globally. This can become a threat by a decrease on profitability. Another threat that can affect the market can be on how loyal consumers will be to the “Harley Davidson” image. This can be affected by the price of the product or the marketer performance. When we say performance, we refer to how satisfied was the consumer after a purchase. Did the customer receive good customer service, did the customer leave content or with a doubt after the purchase, or was the sales representative knowledgeable of the product he/she was selling. (www.management.stir.ac.uk).
INDUSTRY ANALYSIS CONCLUSION
In determining the industry’s attractiveness, we have analyzed the rivalry among competitors, barriers to entry, power of suppliers, power of buyers, and the potential threats that can impact the market. Overall, we

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