Harley Davidson Strategy

1.0Executive Summary Harley-Davidson is a company that despite enjoying nearly 15 years of being a leader in the securities industry place and capitalizing on strong gross sales growth, find themselves reevaluating their boilersuit strategy. The analysis below goes through the each level of the market-place to correspond where, what and how change can take place. At the industry level, it is go through that the mature product life cycle necessitates stronger price competition, pull ahead expansion into foreign markets and more diversification of their product-lines. Next at the firm-level, Harley-Davidson needs to stop to capitalize on their strengths standardised print equity and supplier relationships, focus on their value adding functional-level practices like quality management and finally, begin to see weaknesses such as high-price sensitivity and narrowly defined target markets as an opportunity to creatively tap into unexploited demographics markets such as women and watch challenging their premium price strategy, if even for brief time. To fulfill the corporate-level objective of increasing international sales it is vital that continue to explore markets that can economically support premium priced, extravagance products, are politically stable and friendly to foreign investment from the United States.

Since this is a tall order for many feasible countries, Harley Davidson must be willing to challenge their deeply fix status-quos. This will mean lifting off-shore shipment limits and letting go of the wavering to move motorcycle assembly abroad. 2.0Problems 2.1Slowing Domestic gain Despite domestic market leadership for the past 17 years and a market share increase of 9% from 2001-2005, Harley-Davidson was experiencing a slowdown in domestic growth. The unit sales growth rate was at 14% in 2001 until now by 2005 it had dropped to 2%. Luxury heavyweight motorcycles are rarely sold as primary delegacy of transportation which means sales are susceptible to economic... If you want to get a full essay, order it on our website: Orderessay

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