Harley Davidson strategy in the US market - Essay Example

Harley Davidson strategy in the US market Harley Davidson strategy in the US market: Harley Davidson executed cost/differentiation strategy in the market of US and focuses on the niche sector to compete with its competitors successfully and efficiently. The factors of differentiation include three main competitive advantages: High standard quality bikes. Premium brand image Customized motorbike manufacturing services. The market share and sales of Harley Davidson in the US motorbike industry proves its successful strategies (Harley Davidson, 2012).

Harley Davidson strategy in the international market: Harley Davidson differentiated its brands in all the markets of the world with the image of High-powered motorbikes. The target market of Harley-Davidson in the international market are mostly all the urbanized countries. The company sells its products in more than 67 countries in the world. Harley Davidson distinguishes its brands from competitors by superior quality, high-powered engine and customized design along with the brand loyalty.

Harley Davidson is succeeding in accomplishing its targets all over the world with its implemented strategies of global market expansion (TDI Media, 2010). Harley Davidson is facing a threat of environment protection law. This law emphasizes on the production of low consumption vehicles and less pollution emitted vehicle in the world. This has become a serious factor nowadays and every country is considering this factor very critically. Harley Davidson has decided to reduce this threat with product development strategy. . This strategy is the main strength of Harley Davidson in both US and international market and company is competing successfully with these strategies for a long time in this industry.

STRATEGY TO TAKE ADVANTAGE OF EXTERNAL OPPORTUNITY: A great exploited opportunity by Harley Davidson is the increasing market of women and younger riders; they are becoming more interested in the motor bikes nowadays and the sell of motor bikes in this segment is increasing for the last few years (Mason, 2012). Harley Davidson is implementing the market development strategy to avail this golden opportunity for increasing market share in the growing motorbikes industry. Harley Davidson has decided to bring innovations in its motorbikes according to the needs and wants of women and younger market and introduces those innovated bikes in this new emerging segment of women and younger generation.

This strategy by Harley Davidson will capture the interest of the new emerging segment of women and young people in all of its markets in the world. This market expansion will give a great competitive advantage of increased market share to Harley Davidson in the international market and it will produce new records of success in the motorbike industry. STRATEGY TO ADDRESS POTENTIAL THREAT: Harley Davidson is facing a threat of environment protection law. This law emphasizes on the production of low consumption vehicles and less pollution emitted vehicle in the world.

This has become a serious factor nowadays and every country is considering this factor very critically. Harley Davidson has decided to reduce this threat with product development strategy. In this development the fuel efficient motorbikes will be manufactured to make the reduction in the fuel consumption and