A SWOT Analysis of Harley Davidson

Harley - Davidson has many advantages. Harley - Davidson has one of the world 's most powerful brands and helps attract and maintain a loyal customer base. The company established a strong brand image, the motorcycle reached a groundbreaking position, and it was evaluated as the world's most valuable brand. Harley Davidson has consistently ranked among the top 100 global brands. The company holds 55.7% of its shares in the US heavyweight market, ranking No. 1 or No. 2 in heavyweight motorcycle market share in nine European countries.

As emphasized in SWOT analysis, it is clear that Harley - Davidson 's main weakness is the ability to acquire a significant market share in European countries. However, as you can see from Figure 1, Harley-Davidson is gradually expanding its market share in some European countries like the UK. In addition, due to improvements in international dealer networks and marketing programs, sales and profit margins are gradually increasing (Fredrix, 2007). Images of "bad children" normally associated with motorcycles can be seen by some people as weaknesses of the company. In addition, although the company has not participated in organized crime, the establishment of the Hell Angel Motorcycle Club (HAMC) could create a negative relationship between organized crime and Harley - Davidson. According to reports, HAMC members implemented extensive violence (FBI, 2000).

In this academic report, Harley - Davidson 's analysis is performed through several marketing tools. Here, Harley-Davidson is first checked using SWOT analysis. The fundamental purpose of internal and external analysis is to further understand the issues that may affect the business and to position themselves to manage threats from inspection if the external environment uses opportunities. In addition, it helps to identify threats and weaknesses that can have a serious impact on the company's strategic capabilities.

Overall, the history of Harley - Davidson has been demonstrated to understand the background of Harley - Davidson. In addition, SWOT analysis is power, weakness, opportunity, and a threat, explaining the information inside and outside Harley Davidson. The report explains how 8P makes the company's marketing direction more accurate. Harley Davidson recommends considering lowering prices to meet the needs of younger generation consumers with lower consumption levels. In addition, Harley - Davidson can pay more attention to expanding other regions to gain more profit.