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Assessment - 8-Rajesh

The document provides a strategic plan for Harley Davidson over the next 3 years. It begins with a SWOT analysis that identifies strengths such as its global brand recognition and loyal customer base, but also weaknesses such as its poor market share in Asia and Europe. Opportunities include expanding into new markets in Asia and attracting new demographics, while threats include increased competition and stricter emission regulations. The strategic plan proposes launching more affordable entry-level models to attract younger riders, refocusing marketing and merchandise, expanding into new markets, and designing more sustainable products.

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Sagar ch
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34 views

Assessment - 8-Rajesh

The document provides a strategic plan for Harley Davidson over the next 3 years. It begins with a SWOT analysis that identifies strengths such as its global brand recognition and loyal customer base, but also weaknesses such as its poor market share in Asia and Europe. Opportunities include expanding into new markets in Asia and attracting new demographics, while threats include increased competition and stricter emission regulations. The strategic plan proposes launching more affordable entry-level models to attract younger riders, refocusing marketing and merchandise, expanding into new markets, and designing more sustainable products.

Uploaded by

Sagar ch
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Assignment on

Crafting a 3 year strategic plan for Harley


Davidson

Submitted to
Professor Ashutosh Murti

by

Rajesh Ede
Developing a Three-year strategic plan for Harley Davidson
sector
 Introduction:

We will analyze the Harley Davidson case study using SWOT analysis and propose the strategies
for the next 3 years.

SWOT Analysis:

Strengths : Weakness :

 Global brand and Market player in heavy weight  Poor Market share in Asia and Europe
motorcycles
 Japanese competitors with relatively better
 Loyal customer base pricing strategies

 Quality of products with diverse segments  Expensive products

 Financial Status of the company  Heavily relying on US market

 Customer Community and Network  No entry/base level products

 String marketing & branding strategies

Opportunities : Threats:

 Market opportunities in few Asian countries  Competitors offering economic products with
lower prices
 Increase in women drivers
 Buyers going slow in US market
 Invest in building products by using technology
advancements  Substitutes growing at good rate

 Attract customers with different age group by  Environment laws getting stricter and
launching targeted products inclining towards usage of electric vehicles

 Raise of startups and high paying employers that


increase the purchasing power of the customers

 Usage of digital mediums for marketing


Analysis:

 Harley Davidson being a premier brand in the world, emphasizes on freedom and
individuality which for the core part of the rider experience.

 It is needs to revamp some of its strategies to reach the current generation of customers

 The manufacturers should start considering entry level models that attract the younger
generation which can be budget friendly and offer a new look

 Merchandise and apparels should also be revamped considering the tastes of current
generation

 It needs to focus on what is different being done by the competitors and substitutes

Strategic plan for the next 3 years:

 Build products aligning to the tastes and interests of current generation

 Create presence in the untapped market

 Leverage technology for marketing & branding strategies

 Design products that are sustainable and are adhering to emission laws

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