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HARLEY DAVIDSON STUDY CASE

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HARLEY DAVIDSON STUDY CASE
TABLE OF CONTENT
Abstract . . . . . . . . . 3
Introduction . . . . . . . . . 4
Harley Davidson and its Strategy . . . . . . 5
Harley Davidson’s Strengths . . . . . . 7
Harley Davidson’s Weaknesses . . . . . . 9
Harley Davidson’s Opportunities . . . . . . 10
Harley Davidson’s Threats . . . . . . . 11
Social Marketing . . . . . . . . 13
Harley Davidson’s New Strategy . . . . . . 14
Suggestions for Harley Davidson . . . . . . 16
Strategy Suggestions for Harley Davidson . . . . 17
Conclusion . . . . . . . . . 18
References . . . . . . . . . 19

ABSTRACT

Having a Harley Davidson means more than having a simple motorcycle, a ride, it means having a group of persons sharing the same feeling and desire of power, the same devotion for a brand. All Harley Davidson’s customers are proud of the brand due to the quality it offers, the sound the motor makes and the most important characteristic; the power a Harley Davidson has.
The purpose of this research is to analyze and understand the strategy that Harley Davidson has been using in order to success and overcome its competence like Kawasaki, Honda, Yamaha and Ducati. Also, the reader will be able to make a competitive force analysis and identify all the strengths, weaknesses, opportunities and threats Harley Davidson could have on a worldwide market.

INTRODUCTION

Today, motorcycle industry has been very competitive since each brand has invested a significant amount of money in order to perform their rides and get a better comfort for the selected customers. In addition, motorcycle industry has been studying customers’ needs so they know exactly where investigate to perform or optimize certain components of the motorcycles to get a better handling and enjoyable trip. All of these specifics aspects have to been analyze by the company in order to be better than the competence. Therefore, the main goal of


References: “The results provide evidence to indicate that a stronger financial position in a previous year is significantly associated with better safety performance in a subsequent year” (Britto, Rodrigo A, Corsi Thomas, 2010, p. 42-51).
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