Harley - Davidson Inc. Motorcycle Industry
INTRODUCTION
The purpose of this report is to develop a strategic corporate objective
for HarleyDavidson Inc., a publicly traded, employee owned manufacturer of
heavyweight motorcycles, recreational and commercial vehicles, military defense
items, and small engines, distributing its products to domestic and
international markets targeting all men and women of all ages.
INDUSTRY AND COMPETITIVE MARKET
The industry under study is the motorcycle industry consisting of five
major manufacturers: one American (Harley Davidson), and four Japanese (Honda,
Yamaha, Kawasaki, Suzuki) and some European companies (mainly BMW of Germany and
some other Italian companies). Most companies market ...
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their bikes. Previously, motorcycles were viewed as a cheap means
of transportation. By 1992, they came to be viewed as a recreational, or a
luxury item. This new perception of motorcycles led to the introduction of more
expensive models with higher prices. This led to the introduction of consumer
financing, one of the fastest growing service areas in the motorcycle industry.
MISSION
Harley's strategic objective is to continue to provide safe, high
technology heavyweight bikes and keep customer satisfaction at high levels. This
quality vision more than doubled Harley's market share and increased its brand
loyalty.
EXTERNAL PLANNING PREMISES
CUSTOMERS
They can be divided into 2 categories men and women.
Men. A. Men under 30. This group accounts for 44% of all sales. Therefore, a
great opportunity exists here because of the group's size. This group's members
buy motorcycles for their transportation and recreation needs. Men in this group
buy more of mopeds, ...
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and superbikes (with engines ranging from 450
to 749cc) accounting for 13% of sales; heavyweight motorcycles cruisers, tourers
(ranging from 750cc to 1500cc) accounting for 19% of sales.
Accessories: Aftermarket accessories, such as saddle bags, higher
windshields, customized seats, and clothing items are produced or contracted to
be produced by all leading manufacturers. Since these items realize high profits
and strengthen customer relations and customer loyalty, this area is providing
an opportunity for companies. To succeed here, firms provide a wide product line,
of stylish items, and aggressively advertise/market them.
Financing Services: As prices of motorcycles increased ...
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Harley - Davidson Inc. Motorcycle Industry. (2008, June 13). Retrieved November 23, 2024, from http://www.essayworld.com/essays/Harley-Davidson-Inc-Motorcycle-Industry/85173
"Harley - Davidson Inc. Motorcycle Industry." Essayworld.com. Essayworld.com, 13 Jun. 2008. Web. 23 Nov. 2024. <http://www.essayworld.com/essays/Harley-Davidson-Inc-Motorcycle-Industry/85173>
"Harley - Davidson Inc. Motorcycle Industry." Essayworld.com. June 13, 2008. Accessed November 23, 2024. http://www.essayworld.com/essays/Harley-Davidson-Inc-Motorcycle-Industry/85173.
"Harley - Davidson Inc. Motorcycle Industry." Essayworld.com. June 13, 2008. Accessed November 23, 2024. http://www.essayworld.com/essays/Harley-Davidson-Inc-Motorcycle-Industry/85173.
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