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Yet despite these factors, Harley-Davidson continues to reap profits, yield high growth of approximately 15% a year and retain its customer base (Official Website 2004). This position in the market is however limited to the US whereas in other countries of the world Harley-Davidson products remain luxury item requiring emotional attachment with American iconism.
Business Strategies and recommendations
Some of the forces that influence the company and its future sales growth include:
Strengths
- Continuous Improvement
- Employee involvement
- Strong management holds over the company's operations
Weaknesses:
- Focus on luxury line of products
- Target market has no clear differentiation
- US customer base
Opportunities:
- Developing countries' market demand for heavy bikes
- Innovation in motorcycle industry
Threats
- Japanese bike makers
- Low cost producing companies from other parts of the world
Given the above SWOT analysis, it could be observed that Harley-Davidson have in the past been focusing on the internal improvements of the company at the expense of losing market share from 77...
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