Presentation for Harley

8/6/2019 Presentation for Harley

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HARLEY-DAVIDSON INC.

We fulfill dreams through theexperiences of motorcycling, byproviding to motorcyclist and to thegeneral public an expanding line of

motorcycles, branded products andservices in selected market segments

MISSION STATEMENT


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VISION STATEMENT

Harley-Davidson is an action-oriented,international company, a leader in itscommitment to continuously improve [its]

mutually beneficial relationship withstakeholders (customers, suppliers, employees,shareholders, government and society). Harley-Davidson believes the key to success is to

balance stakeholders interest through theempowerment of all employees to focus onvalue-added activities.


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SWOT1. DEMOGRAPHIC FACTOR

91% of motorcycle purchaser are men(see exhibit A)

2. ECONOMIC FACTOR

2.1 They are financially stable since they have large

number of dealers worldwide

EUROPE/MIDDLE EAST/AFRICA

381 independent HD dealerships serving 32 country markets

240HD outlets serving 8 country markets

ASIA PACIFIC

LATIN AMERICA

15 country markets

CANADA

75 independent HD dealerships & 1 Buell standalone independent dealer

2.2Harley-Davidson has a wide span of suppliers, so that if one supplier

attempted to increase the price, they can easily switch to the alternate

suppliers without any problem in production

3. TECHNOLOGICAL FACTOR

They have adopted to new technological system of design thru Computer Aided

Design (CAD)

4. POLITICAL FACTOR

US Government and people are consideringHarley-Davidson as an

American Icon

CULTURAL FACTOR

Harley-Davidson served as the common denominator to motorcycle enthusiast

like HarleyOwnersGroup (HOG) which approximately has 660

,000

.00

members in different countries with diverse cultures

WEAKNESSESSTRENGTHS

1. DEMOGRAPHIC FACTOR

There are only few women interested in buying Harley-Davidson with 9%

equivalent

2. ECONOMIC FACTOR

Their competitors are offering much lower price

3. TECHNOLOGICAL FACTOR

Their competitors are also adopting highly technologically advance

system design

4. POLITICAL FACTOR

Steel tariff put in place in 2002 posed a treat to Harley-Davidson and

other user of steel

5. CULTURAL FACTOR

Noise pollution and some emission standards of Harley-Davidson bike is notup to the level of some countries across the globe.


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SWOT

THREATS

1. Major competitors in

motorcycle business

2. Inflation & economic

recession

3. Imposition of high tariff

on various countries.

3. Inflation and

economic recession

ST STRATEGY

1. Since Harley-Davidson is

financially stable, they should

continue investing in research

and development to cater to

customers preferences. (S2a, S3,

T1)

WT STRATEGY

1. Since Harley-

Davidson is financially

stable, they should

continue investing in

research and

development to cater

to customers

preferences. (W1, W3

& T1)


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External Factor MatrixKey External Factors Weight Rating Weighted Score

Opportunities

1. Large number of dealers all over the world would help Harley-Davidson to

penetrate the younger generation as their new target market..20 4 .80

2. Harley-Davidson should maintain good customer relationship with 660,000

members they can surely influence large group of younger individuals.15 4 .60

3. Since Harley-Davidson is financially stable, they can adopt to a more

technologically advance system to meet the wants and satisfaction of thecustomer.

.20 4 .80

4. Since most of the Americans who are motorcycle enthusiast idolizes Harley-

Davidson, it is would not be hard to inculcate in the minds of those "BRAND

LOVERS" and "COLLECTORS "to purchase one.

.10 3 .30

5. Given that Harley-Davidson has a wide span of suppliers, they can take

advantage over their competitors whenever they experience shortageor deficiency on the supplies of their raw ma

.05 2 .10

Threats

1. Major competitors in motorcycle business .15 3 .45

2. Inflation & economic recession .10 2 .20

3. Imposition of high tariff on various countries. .05 2 .10Total


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BCGMARKET SHARE

HIGH LOW

G

STARR H

O IQUESTION MARK

W G

T H

H

R

A L CASH COWS DOGST O

E W


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LONG TERM OBJECTIVE

To maintain being the no. 1 heavy weight

motorcycle producer in the international

market and increase the revenue by __%

inthree years


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ALTERNATIVE COURSE OF ACTION

Generally, to compete with their major

competitors, Harley-Davidson needs to invest

in research and development. If their productwill fail to meet their customers satisfaction,

then it might put their financial condition at

risk.


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CONCLUSION AND RECOMMENDATION

Since they are financially stable, the top management should support andimplement the following measures: (1) they should hire highly skilled engineers andresearch designers and they should also provide adequate trainings to existingpersonnels. (2) The Marketing Department should also strategize on the promotionand advertisement for the newly design motorcycles.

Harley-Davidson should guarantee superior quality and excellence in performanceon their motorcycles.With these, it can acquire costumers loyalty and would adjointhose Harley-Davidson fanatics to promote an activity-friendly experience.

Increase in sales does not only mean that they are doing well in business, it alsoboost the morale of their employees because their work is recognize worldwide.


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Documents

Presentation for Harley