Topic: HARLEY DAVIDSON STRATEGIC ANALYSIS 14th December 2012 Question 2 Political factors Harley Davidson Motorcycles Company is a US based firm that deals with production and sales of motorcycles in addition to dealing with financial services…
To comply with the US company law, Harley Davidson has adopted various trademarks and logo such as H-D, Harley, the motorClothes, V-Rod and Harley Owners Group among others. Economic factors Despite the recent economic downturn that affected local and international companies, Harley registered remarkable sales and growth of its stock prices an aspect that created a strong trust from the shareholders. According to Harley Ziemer, the company has put in place effective monetary strategies thus making it to be recession-resistant and not recession proof. Social factors One of the notable social factors that Harley Davidson has adopted is the safety of its brands. To curb the high number of accidents that caused high rate of deaths in 2000, the company initiated Rider’s Edge, an instruction program that was spearheaded by the dealers. In this way, riders were trained on how to use the company motorcycles to reduce the number of accidents on the highways. Technological factors To meet the high demand of its products, Harley Davidson emulates innovation through intensive research and development. For example, the establishment of 43,000 square feet Buell research and development facility has made the company to increase its production significantly. In the same way, the company has continued to allocate significant funds to cater for research. For instance, in 2001 the company spent $80.7 million towards research while in 2000 and 1999 it spent $75.8 million and $70.3 million respectively (Wheelen et al, 2002). Environment factors Based on the environment control requirements by the federal local and state authorities, Harley-Davidson has registered with US Environmental protection Agency (EPA). In this way, the company has adopted the rules that are put in place by the State of California Air Resources board to deal with the issues of noise and harmful emission. Legal factors Despite the various legal suits that has faced the company such as the 2001 class action in Milwaukee County, the company has initiated strong legal department to deal with issues that may jeopardize its operations. For example, after the purchase of the Pennsylvania production facility, the company in collaboration with Pennsylvania Department of Environment Protection has initiated investigation and feasibility studies to analyze the impact on the facility on the lives of the neighbors and customers. Porter 5 forces Despite of its extensive marketing strategies, Harley Davidson is likely to face stiff competition in the market. Some of the major competitors are Honda, Suzuki, BMW, Kawasaki and Yamaha. The company low and competitive prices have been not only influenced by the market forces but also by the bargaining power from the customers. Being one of the Porters 5 forces, bargaining power of the suppliers has an impact on the Harley Davidson sales. This is based on the fact that the company has created a strong link with its suppliers in order to reduce the costs of raw materials. To deal with the competition in the motor cycle industry, Harley Davidson has adopted various advertising avenues including magazines, television, direct-mail advertising, cooperative programs as well as public relations. According to Joanne, the company marketing vice-president, Harley Davidson has strong marketing strategies that will drive the company towards achieving its goals in the next 100 years. One of the major opportunities for the company is the elimination ...
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32). This strategic approach constitutes both the organization and the community’s perspective on the brand. The exact method that brand identities are constituted and manipulated is a subject of great debate within academic literature. While traditional approaches to branding implemented position statements – this product is better than another product because of these reasons – the contemporary paradigm of branding considers more emotional elements.
ce 1920s has been on the height of studies and researches. The brand has always amazed bike lovers and so as the economic compellers to understand more about company’s real marketing tactics (Scott, 2008). I being the marketing consultant at Harley is going to come up with three years marketing plan and strategy for the company (Scott, 2008).
The earliest Harley Davidson models were on the road and winning races as early as 1913, and by 1920 the brand had already been exported to countries outside the U.S. (HD History Timeline, 2010). The HD bikes are described by enthusiasts as having a unique design and historical legacy that dates back to World War I.
The company was started in the early 1900s and has successfully completed more than 100 years of operation. It is headquartered in Milwaukee, Wisconsin. This paper presents a short history, strategic plan and analysis of strategic direction, internal and external environment and the opportunities and challenges that Harley-Davidson and the motorcycle industry will have to face in the near future.
In this analysis you should give a short overview of the main characteristics of a brand community and justify how your chosen community has these characteristics. 1 Table of Contents 2 Brand Community 3 Reference 6 Brand Community Brand community for Harley Davidson is the Harley Davidson riders.
# 1 Talon, a proprietary dealer management system, handles inventory, vehicle registration, warranties and point of sale transactions in all Harley-Davidson dealerships. Talon aids in performing time-saving tasks such as checking dealer inventory and generating parts orders, as well as allowing the company to review and analyze information globally.
Harley Davidson, often called as H-D, is an America based motorcycle manufacturer. The head quarter of the company is based in Milwaukee, Wisconsin. The company was established in 1903 by Arthur Davidson, William S. Harley, William Davidson and Walter Davidson.
Many were in the trap for longer lime as GM Motors has been and ultimately gave in. Majority of the companies felt the acute pinch but somehow or other survived. It is not easily conceivable that giant
problems to majority of the motorcycle manufactures in America, Harley-Davidson was one among the two the motorcycle manufacturer companies survived. Globally, Harley-Davidson is regarded as the most reputed motorcycle manufacturer at present. In most of the continents,
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