Fundamentals of Marketing Assignment 1 Date Due: 9 February 2009 Harley-Davidson Submitted by: Batirov Otabek Batch Number: 9 © OTABEK BATIROV, 2009 ALL THE RIGHTS RESERVED Harley-Davidson is the largest market share holder of motorcycles in the USA. Harley Davidson motorcycles are produced since 1903. The US army used HD motorcycles both in the first and second World War. The company operates in the US, Canada, Europe, Japan and Australia. HD headquarters is situated in Milwaukee
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markets. Harley-Davidson is penetrating international markets using strong brand name. In 2010, the company has opened three new dealerships in India and a subsidiary operation in China (Forbes, 2011). • Strong internal culture. Among its values Harley-Davidson highlights “tell the truth”, “be fair”, “keep your promises”, “respect the individual”, and “encourage intellectual curiosity”. The organisation is aimed at employee involvement and creation of strong relations with consumers (Harley-Davidson
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Case Study: Harley-Davidson -Analyse Harley-Davidson resources and capabilities, and identify its key strengths and weaknesses - Analyse the international competitive environment in which Harley-Davidson is operating to identify its main threats and opportunities. Recommend a forward strategy for Harley-Davidson, which addresses these issues. International Management Individual Assignment Table of Contents 1. Introduction 3 2. Harley Davidson Overview 4 2.1. Harley-Davidson Current
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Case Study: Harley-Davidson 1. Based on your readings from the textbook and other information about Harley at Harley Davison's website and other sources, what do you think are its major strengths & weaknesses? Some of the strengths Harley-Davidson has are as follows: • Only American made heavyweight motorcycle. • Has a strong brand and is well established in the consumer’s mind with the image of “freedom and strength” (Adam, 2010). • “Promotes diversity by partnering with Habitat for
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doubled its market share in 2001, Minoli wanted to find new sources of growth. Among others he considered the cruiser market, currently dominated by Harley Davidson. His goal was to compete directly with Harley Davidson in Europe by introducing a cruiser that combined Ducati’s high performance engine with its own unique design. This essay will begin with a SWOT analysis of Ducati as it stands at the end of its turnaround program. The analysis will bring to light Ducati’s strategic position in the industry
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1 a) How did Harley dominate the US industry historically Historically, Harley-Davidson managed to dominate the US market by correctly identifying its strengths, weaknesses, opportunities and threats and understanding the environmental factors that influenced the industry that it operates in (Figure 1 and Figure 2). By utilising its strengths to maximise the opportunities presented to the company, Harley-Davidson was able to implement a succession of affective strategies, allowing it to capture
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Michigan University ScholarWorks at WMU Honors Theses Lee Honors College 12-10-2010 Harley-Davidson, Inc.: A Strategic Audit Sheila Lenz Western Michigan University Follow this and additional works at: http://scholarworks.wmich.edu/honors_theses Part of the Accounting Commons, Sales and Merchandising Commons, and the Strategic Management Policy Commons Recommended Citation Lenz, Sheila, "Harley-Davidson, Inc.: A Strategic Audit" (2010). Honors Theses. Paper 1853. This Honors Thesis-Open Access
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affect Harley Davidson’s directly or indirectly Kotlar and Armostrong (2011). For environmental analysis, Top-Down Approach will be followed. First, Harley should consider macro factor that can influence marketing plan. These will be evaluated with PESTEL analysis. Second, the company has to take insight on motorcycle industry of UK to examine competitiveness and long-term business prospects (Elliott, and Patton,1996). Porter’s Five Forces Model will analyze the industry. Finally, a SWOT analysis
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Harley-Davidson’s strength of its founded brand image, along with its array of products, assists with its lead in the industry. Conversely, evolving emission standards for motorcycles in addition to new competition may have a negative affect on Harley Davidson’s growth. Harley Davidson’s initiatives of quality control and strategic, financial planning continue to bring success to the company through its many ventures. Harley-Davidson owns one of the strongest brands in the world, establishing iconic
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raucous. Harley-Davidson’s image itself took a big shot due to the Hells Angels. This was a motorcycle gang wishing to become notorious for "drug trafficking and other organized crime activities," who used only Harley-Davidson motorcycles. All of this combined to lead to a decline in demand and sales throughout the entire industry during the 1960’s. The industry was really helped out with the release of the Hollywood film Easy Rider in 1969. This film helped change the public’s perception of bikers
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