BACKGROUND OF COMPANY

In 1884, English inventor Edward Butler

(1864-1940) designed the motorcycle. The
Harley-Davidson Motor Company dates back
to the Edwardian era, when William Sylvester
Harley (1880-1943) created his first motorbike
in 1901 and produced it in Milwaukee,
Wisconsin with his friend Arthur Davidson,
Senior (1881-1950).
MANAGEMENT TEAM
Product/Services creates, assembles, and
sells motorcycles

also licenses and sells merchandise

sells wholesale motorcycle- under the Harley-Davidson brand,
related general items such as apparel, home decor and
accessories.

sells motorcycle parts,

accessories, and associated
items and services.
 EXISTING VISION AND MISSION

VISION
• We fulfill dreams through the experiences of motorcycling, by providing to
motorcyclists and to the general public an expanding line of motorcycles and
branded products and services in selected market segments.

MISSION
• Harley-Davidson, inc. Is an action-oriented, International company, a leader in its
commitment to continuously improve our mutually beneficial relationships with
stakeholders (customers, Suppliers, employees, shareholders, government, and
Society). Harley-Davidson believes the key to success Is to balance Stakeholders
interests through the Empowerment of all employees to focus on value added
activities
 OBJECTIVE

Expansion of its prospective client base to include males aged 29-55,

including enthusiasts and non-enthusiasts

Increased sales to a younger population that is technologically savvy in

order to expand its market share in the performance cruiser segment.

Positioning the V-Rod to appeal to first-time motorbike customers.

Online expansion of its operations.

Creating long-term clients at a younger age

 STRATEGIES

1.Profit Focus on investing strongest motorcycle

segments

2.Selective Expansion and Redefinition

3.Investing In Leading The Electric Motorcycle

Market

4.Expanding Complementary Business And

Engaging Beyond Product

5.Integrated Customer Experience

 NEW VISION AND MISSION

VISION
• Harley Davidson vision is to expand our riding club, promote safe riding,
and thrive as one of premier motorcycle riding families.

MISSION
• Harley Davidson purpose is to encourage safe motorcycle riding
throughout the state. We will achieve this through educating new riders and
the general public about the safety, responsibility, and enjoyment of riding
motorcycles. We will also achieve this by actively participating in our
community and local charity events. Above all, it is our mission to have fun.
 INTERNAL STRENGTHS
AND WEAKNESSES.

STRENGTH WEAKNESSES

1.Strong image of the Harley-Davidson 1.Narrow product mix focused on

brand chopper/custom motorcycles

2.Organizational culture that attracts a 2.Limited market reach despite

stable base of loyal customers multinational presence

3.Expertise in custom/chopper
3.Limited supply chain strategy for
motorcycle design and production
supporting global expansion
 INTERNAL FACTOR EVALUATION(IFE)
Key of External Factor Weight Rating Weighted Score
Strength
Strong image of the Harley-
0.25
Key of External Factor Weight Rating 4 Weighted Score 1.00
Davidson brand
Strength
Organizational culture that
attracts a stable base of loyal Strong image of the Harley-Davidson brand 0.15 4 0.60
0.15 3 0.45
customers
Organizational culture that attracts a stable base of 0.15 3 0.45
Expertise in custom/chopper loyal customers
motorcycle design and
0.15 3 0.45
production Expertise in custom/chopper motorcycle design and 0.10 3 0.30
production

Weakness
Weakness
Narrow product mix focused
on chopper/custom Narrow product mix focused on chopper/custom 0.10 2 0.50
motorcycles 0.10 2 0.20
motorcycles
Limited market reach despite multinational presence 0.10 3 0.60
Limited market reach despite
multinational presence 0.15 3 0.45
Limited supply chain strategy for supporting global 0.05 4 0.40
expansion
Limited supply chain strategy
for supporting global Total 0.20 1 4 4.05 0.80
expansion
Total 1 3.35
 EXTERNAL OPPORTUNITIES
AND THREAT.

OPPORTUNITIES THREAT

1.Global expansion of automotive 1.Aggressive competition with various

manufacturing and sales international product

2.Product diversification beyond

2.Imitation of motorcycle designs
chopper/custom motorcycles

3.Alliances with complementary 3.Increasing preference for electric

businesses in the automotive industry vehicles
 EXTERNAL FACTOR EVALUATION(EFE)
Key of External Factor Weight Rating Weighted Score
Opportunity
Global expansion
Key of External Factor Weight Rating Weighted Score
ofautomotivemanufacturing 0.20 4 0.80
Strength
and sales
Product diversification Strong image of the Harley-Davidson brand 0.15 4 0.60

beyond chopper/custom 0.15 4 0.60

motorcycles
Organizational culture that attracts a stable base of 0.15 3 0.45
loyal customers
Alliances with complementary
businesses in the automotive Expertise in custom/chopper motorcycle design and 0.10 3 0.30
production 0.15 3 0.45
industry
Weakness
Threat
Aggressive competition with Narrow product mix focused on chopper/custom 0.10 2 0.50
motorcycles
various international players
0.20 4 0.80
Limited market reach despite multinational presence 0.10 3 0.60

Imitation of motorcycle
designs 0.15
Limited supply chain strategy for supporting global 0.05 4 3 0.40 0.45
expansion

Increasing preference for

Total 1 4.05
electric vehicles 0.15 1 0.15

Total 1 3.25
 COMPETITIVE PROFILE MATRIX(CPM)
HARLEY HONDA YAMAHA
Criteria Success Weight Rating Weighted Weight Rating Weighted Weight Rating Weighted
Factor Score Score Score

Advertising 0.15 4 0.60 0.15 3 0.45 0.15 4 0.60

ProductQuality 0.15 3 0.45 0.15 3 0.45 0.15 3 0.45

PriceCompetitiv 0.10 4 0.40 0.10 4 0.40 0.10 3 0.30

eness

Management 0.15 3 0.45 0.15 4 0.60 0.10 2 0.20

Financial 0.10 2 0.20 0.10 2 0.20 0.15 3 0.45

Position

Customer 0.10 4 0.40 0.15 3 0.45 0.15 3 0.45

Loyalty
Global 0.15 3 0.45 0.10 3 0.30 0.10 3 0.30
Expension

MarketShare 0.10 4 0.40 0.10 3 0.30 0.10 3 0.30

Total 1 3.35 1 3.15 1 3.05

 Lean
manufacturing
can help Harley-
Davidson
streamline
The company production
Harley-Davidson
should target area
should produce
that are growing
less expensive
number of
motorcycles with
potential
superior features.
customers.

RECCOMENDATION
 CONCLUSION

In Conclusion, Harley Davidson can provide new marketing opportunities by combining

altered customer preferences with the company's product line. By studying rivals' strategies
and learning about new technology developments, one can open up new market prospects.
The research and development for marketing will fall under this phase. Accordingly, Harley
might make advantage of licencing contracts to expand into new international markets with
the least amount of risk and investment. If the required corporate and business strategies
are successfully implemented, Harley-Davidson will last for many years..