Harley Davidson Swot Analysis

Harley Davidson Case Study

Company Summary:

Harley-Davidson is one of two American producers of motorcycles, and the nation's #1 seller of the cruiser style of motorcycles. The organization offers 35 different models of custom and touring bikes through a worldwide network of more than 1,500 dealers. Harley models include the Sportster, the Fat Boy, and the Electra-Glider. The company also produces sport bike style motorcycles under the brand name of Buell. Other than its motorcycles, Harley-Davidson sells a certain type of life style and attitude. Including, but not limited to, goods licensed with the company name, such as a line of clothing and accessories. Retrieved June 12, 2007 from (http://www.hoovers.com/harley-davidson/--ID__10706--/free-co-factsheet.xhtml.) According to Buss (2004), Harley's roots stem from a blue-collar appeal for social mavericks, beginning with its founding in 1903, and continued to grow through the early '80s. During this time, a print ad showing a buff guy's arm with a Harley tattoo asked: "When was the last time you felt this strongly about anything”

Marketplace Competition:

J.D. Power and Associates (2006) reveals that, in its ninth model year, Victory Motorcycles is growing at close to ten times the industry rate. Victory is the motorcycle division of Polaris Industries that is more commonly known for its ATV’s and snowmobiles. "People who choose to ride our bikes love them - it's something we've known for a long time - and we're happy this information is finally public." said Mark Blackwell, Vice President of Victory Motorcycles and International Operations for Polaris Industries. Black well goes on to state that more consumers desire an American heavyweight cruiser that has a more modern design and function. He adds that the test ride program is really helping to open people's eyes.

SWOT Analysis:

Strengths:

Ð'* Mission Statement- We fulfill dreams through the experience of motorcycling,

by providing to motorcyclists and to the general public

an expanding line of motorcycles and branded products and services

in selected market segments. Retrieved on 6-12-07 from, http://www.harley-davidson.com/wcm/Content/Pages/Student_Center/student_center.jsp?locale=en_US&bmLocale=en_US#demographics.

Ð'* 2006 Sales (mil.)- $6,185.6

Ð'* 1-Year Sales Growth- 9.0%

Ð'* 2006 Net Income (mil.)- $1,043.2

Ð'* 1-Year Net Income Growth- 8.7%

Ð'* 2006 Employees- 9,000

Ð'* 1-Year Employee Growth- (7.2%)

http://www.hoovers.com/harley-davidson/--ID__10706--/free-co-factsheet.xhtml.)

Weaknesses:

Company Product Quality Cost of Ownership Sales Service

BMW

Buell

Ducati

Harley-Davidson

Honda

Kawasaki

Suzuki

Triumph

Victory

Yamaha

Scoring Legend

Among the best Better than most About average

The rest

http://www.jdpower.com/autos/ratings/motorcycles

Opportunities:

Ð'* Harley- Davidson is revving up efforts to broaden its appeal to younger riders and women.

Ð'* . Harley is now pursuing younger male buyers and female customers in several ways. It reaches out to the dreamers group through a direct mail