Harley Davison Swot Analysis
Essay by cheer-beauty • January 26, 2016 • Case Study • 289 Words (2 Pages) • 1,101 Views
Good afternoon!
We would like to represent you Harley-Davidson Ltd. SWOT- analysis.
HISTORY:
Legendary American motorcycle manufacturer Harley Davidson Corporation is more than 100 years. The first "Harley" was built in 1903 in a small barn by 21 years-old William Harley and his friend Arthur Davidson. By the end of the year just three "Harleys" has been produced.
In 1906, in Milwaukee created the first official "principal office" of the company, in 1907 the company was transformed into a corporation, producing more than a 100 motorcycles a year.
Currently, Harley-Davidson produces a wide range of different models of motorcycles, more than 200 000 annually. It owns nearly half of the American motorcycle market
PRODUCT:
The firm provides heavyweight motorcycles especially designed for cruising. Harley-Davidson is the only major US maker of motorcycles and the nation's #1 seller of heavyweight motorcycles. Harley-Davidson offers 24 models of touring and custom cycles. Besides its bikes, Harley-Davidson sells a licensed line of clothing and accessories with the company name. Also, gaining attention are the Harley-Davidson Cafes, located in various cities including New York City and Las Vegas.
Mission:
is to foster a culture that integrates diversity and inclusion into all aspects of the business in order to further fulfill dreams through the experiences of motorcycling.
Strengths:
Own manufacturing
Provides financial services
strong brand name
excellent relationship with the supplier, employees
Supporting Breast Cancer Network of Strength and Muscular Dystrophy Association)
Strong marketing and distribution channel
Weaknesses:
High price
Losing market share
not attracting new customers
Customers are called like ‘hooligans’
Opportunities:
They must market their products more competitively (f.e. in the Europe market)
India is a big and untapped market
Female and teenagers are showing more inclination towards riding bikes
International market for bikes is much larger than
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