Motorcycle Market: The Case of Harley Davidson

The company succeeded in developing a new customer segment for large bicycles. SWOT Analysis of Incidents by SWOT SWOT is an acronym simply representing the strengths, weaknesses, opportunities, and threats the company faces. Every business organization or entity has its own strengths and weaknesses. Furthermore, in addition to the factors and problems that companies face, there are opportunities for every company to use, which poses a threat to business success.

This case focuses on the iconic motorcycle brand Harley-Davidson. Harley Davidson is an American motorcycle manufacturing company established in Milwaukee, Wisconsin. Since Harley - Davidson was founded in 1903, manufacturers have experienced ups and downs. In the economic downturn, it encountered the same fight as other automobile industries. Harley - Davidson came back unexpectedly, in the crisis of bankruptcy around 1980. This revenue is primarily due to Harley Davidson incorporating customer service in its products, product differentiation by quality and design, and consistently high quality focus. Today, the annual worldwide sales of the company exceeds $ 4 billion worldwide, and seven product lines produce 200,000 motorcycles per year with 35 models. Based on these results, Harley Davidson is safe to say that it dominates the US motorcycle market, it is strong in Europe and Japan.

Harley - Davidson was founded in 1903 by brothers William S. Hurley and brother Davidson of Milwaukee, Wisconsin. It was later named "Harley Davidson Motor Company". After the Second World War, Harley Davidson was the only motorcycle manufacturer in the United States. In 1969, Harley - Davidson was handed over to American Machine and Foundry (AMF). Harley Davidson's production increased dramatically, but at the expense of quality. At this time, the Japanese motorcycle manufacturer Honda entered the US market. Their quality is excellent and the quality of Harley Davidson continues to decline. About 1980, AMF wanted to sell Harley Davidson, but there were no potential buyers. At that time, Honda was in the leading position in the global motorcycle market. In 1981, Harley Davidson 's senior management and a member of the Davidson family bought Harry - Davidson from AMF. In 1983, the Harley Owners group was called H.O. G. (Harley Davidson, 2010a)