Essay Title: 

Harley-Davidson SWOT Analyses

April 3, 2016 | Author: | Posted in company analysis, mathematics and economics



After 50 years of growth destroying the local competition in the US Harley has known almost 20 years of hard competition in his market , and especially with Honda . And seeing a deterioration of its market share (only 30 , Harley has decided to abandon overseas markets . 1969 saw Harley-Davidson merge with the American Machine and Foundry Company (AMF . The merger would last until 1981 , when 13 senior executives from Harley Davidson buy back the company . After the buyout is made official the phrase The Eagle Soars Alone ‘ becomes a rallying cry p [banner_entry_middle]

So , this merger has ensured Harley-Davidson to continue its development and its improvement , and succeeded its come back in the first line This new team achieved this thanks to a good marketing strategy , in other words creating customer value . This new strategy has ensured to create the feeling for the owners to belong to a family , such as the Harley Owners ‘ Group . One of the key issue of the new strategy is thus to accord importance to fidelity

These are things that the company does well or is perceived by those outside the company as being well done . Harley-Davidson has a lot of strengths that it can rely on . Each of it is strong and makes the company stand out from the competition


One of the company ‘s greatest strengths is its brand name . Although the company does not invest heavily in advertising , it is still one of the most commonly recognised brand names in the motorcycling industry . The company has always accepted the power of word of mouth advertising which sometimes can be negative , but which has proved to be very profitable for Harley-Davidson

Another strength related to the brand name is the company ‘s image and reputation . Harley Davidson ‘s reputation is one of tough , durable motorcycles for everyone . The traditional image of a Harley Biker was the long haired , black leather clad , Hell ‘s Angel . But that image has progressed to now include the high-powered executive who wants to get away from it all ‘ at the weekend

Customer loyalty is another Harley Davidson ‘s strengths . Once people buy their first Harley-Davidson , they are hooked to the brand , and rarely switch to a competing brand . These results come from the high level of customer service and support offered to owners by the company through its networks of dealerships and H .O .G . At rallies organised by H .O .G management of the company often interact with owners , enquiring if everything is all right with the product and also looking for ways to improve the Harley experience . Harley-Davidson , through its dealerships also offers a wide Range of accessories making it possible for an owner to customise their motorcycle

A further strength of the company is its innovative spirit . It innovates not by targeting new market segments so much as by improving the range and depth of existing products and accessories for the existing customer . Harley-Davidson has used the advancement of technology to provide a better , faster… [banner_entry_footer]


This author has published 9453 articles so far. More info about the author is coming soon.
Did you like this essay sample?

You must be logged in to post a comment.