Brief Information of Company(Harley Owners Group)

H.O.G. was established by Harley-Davidson in

1983 in response to a growing desire by

Harley-Davidson owners and riders for anorganized way to share their passion andshow their pride (Harley-Davidson.com)

CURRENT VISION

“We fulfil dreams inspired by many roads of world by

providing extra ordinary motorcycles and customer

experiences. We fuel the passion for freedom in our

customers to express their own individuality”

CURRENT MISSION

“We ride our customers and apply this deep connection in

every market we serve to create superior value for all of

our stake holders”

Brand Extensions

Merchandise

• Helmet

• Boats

• Clothes (Jackets…)

• Mugs

• Collectibles….

• Lighter

• Watch

Beer

Bars

Current Scenario in INDIA

Manufacturing Plant :- Rewari in Khushkera (Rajisthan)

Assembly plant

Import duties reduced to 30%

Headquarters :- Gurgaon Haryana

Founded :- 2009

9 outlets

H-D’s problems for India

H-D is likely to face mechanical problems which would require careful

maintenance

Major problem can be fuel efficiency as Indian customers are mileage

conscious.

Records in Europe say that it has not done well on curve roads

Major constraint will be competition from Yamaha, Honda and Suzuki

Very high price also hinders sales- the cheapest H-D costs 0.4 million in

India- cost of two Maruti 800 cars.

Competitor Royal Enfield bike is not that expensive. Its costliest bike is

of Rs 2,00,000

Competitor Honda would do well because it has a wide network of

dealers and an on-going business would also sell high end bikes in

good numbers

INTERNAL AND

EXTERNAL

ANALYSIS

SWOT MATRIX

Strong market position

Brand image

Offer customers to customize their bikes

Strong marketing department

Proven product quality

Declining financial performance

Poor credit rating

Difficulty to attract and retain employees

High price

Increase in oil price

Increasing competition

International import tax

Increase in labour cost

Younger riders are getting interested

Asian economy is booming

Increasing demands of bikes

Alliance with others is possible

STRENGTHWEAKNESS

THREATS OPPORTUNITY

TOWS MATRIX

PORTER’S FIVE FORCES MODEL

PORTER Five Forces Analysis

Forces Strategic Significance

Internal Rivalry LOW-MODERATE

Threat of New Entrants LOW

Threat of Substitutes

Products

LOW-MODERATE

Bargaining Power of Buyers LOW

Bargaining Power of

Supplier

HIGH

STRATERGIES USED

Quality Lead Generation:

Engage the prospective customers at places they are likely to visit: Auto-Expo, Yacht Clubs, Golf Clubs, Hard Rock Café’s and then collect contact information there.

Hospitality Segment:

Hoteliers, Resort owners in tourist destinations are always looking to add new luxury items into their fleet for their clients to indulge into leisure.

Contd.

Loyal Biking Community:

One must drive lessons from social networking websites. Invites for friends, recommend Harley Experience to a friend.

Festive season:

Harley Davidson can organize parties that leave an impression on the attendees. Few of these attendees will certainly be induced into buying a Harley if they are made to engage with the Brand while attending these parties.

Events

Conclusion • Harley- Davidson have to change Indian

culture and helped the future of motorized

vehicles.

• Must implement latest technology &

facilities.

• Loyal customers are not sufficient for

company to survive.

• “it’’s a journey but not a destination”

THANK YOU