Harley-Davidson's Opportunity in the European Market

Essay by xyz123881University, Bachelor's March 2004

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TABLE OF CONTENTS

EXECUTIVE SUMMARY................................................... 3

INTRODUCTION...............................................................4

COMPETITIVE POSITION................................................ 5

COMPETITIVE ISSUES......................................................8

STRATEGIC OPTIONS......................................................11

STRATEGIC RECOMMENDATIONS....................................12

IMPLEMENTATION ISSUES AND CONCLUSION..................15

REFERENCES.................................................................. 17

yEXECUTIVE SUMMARY z

The Harley-Davidson is one of the most famous and successful motorcycle manufactures in the USA market. With its growing presence in the European market, the company can find a lot of valuable opportunities. By using Five-Forces Model and SWOT Matrix, this essay is going to analyze the whole European motorcycle market and the company's strategic position. In the second part, this essay makes practical strategic recommendations that consist of pricing strategy, marketing strategy, promotion strategy and etc. Finally, it gives some suggestions on how to implement those strategies and draws a brief conclusion.

yINTRODUCTION z

In the group assignment we had already done, our group discussed the automobile industry of the European countries, and concluded that there were a couple of business opportunities in the market.

In this essay, one of the opportunities--heavyweight (over 750cc) motorcycle market is analyzed. And one of the world's most successful motorcycle manufacturers--Harley-Davidson was identified as the one that had best strategic opportunity in that market.

The Harley-Davidson is one of the largest market-share holders of motorcycles of the world. It is the dominant producer for the US market, and also plays a very important role in the European market. This company produced its first motorbike in 1903. For a century, the Harley-Davidson fulfills its promise to their valued customers. It celebrated its 100th anniversary in USA last month and aims to continue its legacy for another 100 years.

The Harley-Davidson Mission Statement says: "We fulfill dreams through the experiences of motorcycling - by providing to motorcyclists and to the general public an expanding line of motorcycles, branded products and services in selected market segments. " (Source FMission Statement, http://www.harley-davidson.com/hd_main,