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Harley-Davidson, Inc.
Harley-Davidson, Inc.
Marketing 310
23 September 2004
Harley-Davidson
Introduction
Many business’s come and go as time passes. ... One company that defied all odds and is still going strong since 1903 is the Harley-Davidson Company.
Started by William Harley and Arthur Davidson in a small wooden shed, Harley-Davidson would become a common household name known to many around the world. ... Not even ten years later and the Harley-Davidson Company had begun improving themselves yet again with their six story factory and head quarters based in Milwaukee. ... By the mid-twenties, the Harley-Davidson company was the biggest motorcycle producing company around the world with dealers in over sixty-five countries. ...
STEEP Analysis
Social/Cultural Influences
• Many kind of people started to show their interests as hobby
• Culture of motorcycle has changed
• Men age 18 – 24 decline over 10 millions in 10 years
Technological
• Japanese competitors have shown their technologically advances
Economical
• The year of 1990 was tough on many American manufactures
o Harley Davidson has survived
• The fuel costs has risen
• Financial problems
o AMF and Citicorp
Ecological
• Air Pollution
• Noise Pollution
• People think motorcycles do not pollute as much as cars
Political/Regulation
• The president Reagan increased the tariffs from 4. ... 4 percent
• Noise abatement laws
• Helmet laws
SWOT
• Strengths
o Name recognition
o Employee involvement programs
o “Close to customer” philosophy
o Customer Loyalty
o MAN
o Stability
o HOG (Harley Owner’s Group)
o Philanthropic
o Enthusiast (Harley-Davidson’s quarterly magazine)
o New product designs
o Specialized in Large Bikes
• Weaknesses
o Defected products
o Manufacturing problems
o Specialized only in heavyweight motorcycles
• Opportunities
o Market for smaller motorcycles
o Foreign market
o More women are attracted to riding
o Increase in Market
• Threats
o Laws (emissions, helmet, noise abatement)
o Past reputation
o Larger financed competition
o Decrease interest from traditional HD consumer (male 18-24)
Case Problem
Should HD continue to make heavyweight bikes or penetrate the market of lightweight bikes, considering well financed competition, uncertainty of the market in ever changing laws.
Approximate Word count = 1325
Approximate Pages = 5.3
(250 words per page double spaced)
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