Harley Davidson Marketing Strategy

2129 WordsJul 19, 20149 Pages
Table of Contents 1. Executive Summary……………………………………………………………2 2. Situational Analysis a) Strengths………………………………………………………….3 b) Weaknesses…………………………………………………….3 c) Opportunities…………………………………………………..4 d) Threats……..……………………………………………………..4 3. Analysis of Harley Davidson Case Study……………………………..5 4. Recommendations…………………………………………………………….6 5. References…………………………………………………………………………8 1. Executive Summary Harley Davidson is an American motorcycle company founded in 1903 by William S. Harley and Arthur Davidson. In the following 108 years of business, the Harley Davidson business has endured the peaks and troughs of economies to be recognised as an iconic brand in the…show more content…
2b. Weaknesses Although the USA market is very strong for Harley Davidson, they are making slow progress in gaining market share in the international market. The customer loyalty that Harley Davidson enjoys in the USA is challenged internationally by rival heavy weight manufacturers such as BMW, Triumph, Honda and Kawasaki. Internationally, Europe has the largest demand for heavy weight motorcycles; in which Harley Davidson has only managed to acquire less than 13% of this lucrative market (HD, 2011). 2c. Opportunities One of Harley Davidson biggest opportunities is intrinsically linked to its major weakness. Internationally there is a large bit of a very big pie that Harley Davidson has not managed to attain. Although Harley Davidson has less than 13% of the heavy weight motorcycle sales in Europe, they manage to hold the number 2 ranking in this market. This ranking indicates that no one competitor owns the heavy weight market in Europe and suggests that the customer loyalty amongst the competitors is far from what Harley Davidson enjoys in the USA. Having achieved the number one ranking for sales to women, Harley Davidson still have a large potential customer base in attracting more women riders. Since 2007 Harley Davidson has doubled its marketing spend and released bikes more suited to women riders, who now account for 12% of Harley
Open Document