Harley Davidson 5304 Harley-Davidson Inc. Is an Essay

Harley Davidson 5304

Harley-Davidson

Harley-Davidson Inc. is an American motorcycle manufacturer specialized in heavyweight cruiser and chopper style of motorcycles with over 700 cc. Founded in 1903 and headquartered in Wisconsin, United States, Harley-Davidson is one of the two major American motorcycle manufacturers and known as a classic American icon. Since its inception, Harley-Davidson has been setting remarkable records with its top quality motorcycles for miles per gallon, speed, racing, distribution strength, etc. Today, it is the most recognized motorcycle brand in America and the rest of the world. Harley-Davidson bikes are totally incomparable with other branded motorcycles due to their sleek and classic design, iconic and heroic look, heavy weight, and V-twin and Revolution engines. The major model families of Harley-Davidson include Softail, Sportster, Touring, Dyna, V-ROD, CVO, Trike, etc. (Harley-Davidson Inc., 2013).

SWOT Analysis for Harley-Davidson

SWOT Analysis consists of internal and external environmental analysis. The internal environment constitutes the strengths and weaknesses which are present in a firm's operations, capabilities, resources, strategies, and factors related to its products and services (Brassington & Pettitt, 2006). This section comprehensively describes the major strengths and weaknesses of Harley-Davidson in order to evaluate its current position and future competitiveness in its industry.

1. Strengths of Harley-Davidson

a. High Brand Recognition:

The biggest strength of Harley-Davidson is a high level of brand recognition and appreciation in the world markets. It is the most famous, liked, and appreciated motorcycle brand among all age groups from its target market. Representing itself as a true icon of the American culture, Harley-Davidson brand has successfully established its brand equity and brand loyalty in the Global motorcycle market. It manufactures top quality heavy bikes that are fast, stylish, classic (with modernized touch), and highly fuel efficient with a record average of fuel consumption. Moreover, Harley-Davidson bikes give a prestige to their riders. If someone rides Harley-Davidson for once, he never switches to any other brand in his life. This strong brand loyalty has become the strongest competitive advantage of the company against its competitor motorcycle brands.b. Financial Strength:

Harley-Davidson is one of the strongest companies in the United States with respect to financial position, sales performance, and market share. Currently, it holds the majority of market share in the U.S. motorcycle industry (Harley-Davidson Inc., 2013). In addition to manufacturing cruiser and chopper style heavy bikes, Harley-Davidson also manufactures motorcycle spare parts, accessories, and apparels (leather jackets, gloves, etc.). Moreover, it deals in various kinds of financial services for individual and corporate clients. The sales figure of the company has always been showing an increasing trend. The President and CEO of Harley-Davidson, Keith Wandell believes that this exceptional sales performance of the company is the result of collective efforts by its associates, employees, and supply chain members (Harley-Davidson Inc., 2012).

c. Aggressive Marketing Strategies:

Harley-Davidson operates at the global level and sells millions of motorcycles every year (Harley-Davidson Inc., 2012). Its target market consists of upper-middle and high level income groups that want to purchase prestige in the form of a world class heavy bike. In order to attract these potential customers, Harley-Davidson uses extensive promotional and advertising campaigns at different marketing mediums. Taking support from its strong worldwide recognition, brand loyalty, and financial position, these campaigns promote Harley-Davidson motorcycles in an aggressive and compelling way. Harley-Davidson markets its motorcycles at a huge level at television, social media, newspapers, and marketing website -- making itself the most marketed motorcycle brand in the industry (Harley-Davidson Inc., 2013).

2. Weaknesses of Harley-Davidson

1. Premium Pricing:

Harley-Davidson is an expensive motorcycle brand. The prices of its motorcycles nearly match sports or racing bikes and heavy bikes. Based on demographic patterns, Harley-Davidson has a very limited target market that consists of only upper middle and high income people. Due to….....