Harley Davidson External Analysis

Harley Davison's External Analysis

PEST analysis

Political

Economic

Socio-Cultural

Technological

Porter's five forces

Harley Davidson is an American motorcycle manufacturing company that sells motorcycles above 700 cc engine capacity. The company was founded in 1903 at Milwaukee, Wisconsin. With approximately $5.3 billion in Fiscal Year (FY) 2011 as revenues, the company is now facing tough challenges in the international motorcycle market as new companies have entered to share the market fortunes (Harley Davidson, 2011). The Italian Ducati is one of the leading competitors that HD has come across during last couple of decades.

The paper is aimed at analyzing external environment of Harley Davidson (HD) by using two external analysis tools i.e. PEST (Political, Economic, Social, and Technical) and Porter's five forces (Threat of new entrants, Threat of substitutes, Threat of Supplier power, Threat of buyer power, and Threat of Rivalry with the industry). PEST helps...
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