Harley-Davidson's Opportunity in the European Market

TABLE OF CONTENTS EXECUTIVE abbreviation................................................... 3 INTRODUCTION...............................................................4 COMPETITIVE POSITION................................................ 5 COMPETITIVE ISSUES......................................................8 STRATEGIC OPTIONS......................................................11 STRATEGIC RECOMMENDATIONS....................................12 IMPLEMENTATION ISSUES AND CONCLUSION..................15 REFERENCES.................................................................. 17 yEXECUTIVE SUMMARY z The Harley-Davidson is single of the most famous and prospering get on manufactures in the USA mart. With its growing presence in the European market, the company can find a lot of worthful opportunities. By using Five-Forces Model and SWOT Matrix, this essay is liberty chit to analyze the whole European motorcycle market and the companys strategic position. I n the second part, this essay makes practical strategic recommendations that duplicity down of pricing strategy, marketing strategy, promotion strategy and etc. Finally, it gives slightly suggestions on how to implement those strategies and draws a brief conclusion. yINTRODUCTION z In the group assignment we had already done, our group discussed the simple machine industry of the European countries, and cerebrate that there were a straddle of business opportunities in the market. In this essay, one of the opportunities--heavyweight (over 750cc) motorcycle market is analyzed. And one of the worlds most successful motorcycle manufacturers--Harley-Davidson was identified as the one that had best strategic opportunity in that market.

The Harley-Davidson is one of the largest market-share holders of motorcycles of the world. It is the dominant producer for the US market, and also plays a precise important role in the European market. This company produced its counterbalance motorbike in 1903. For a century, the Harley-Davidson fulfills its promise to their valued customers. It far-famed its 100th anniversary in USA last month and aims to continue its legacy for other 100 years. The Harley-Davidson Mission instruction says: We fulfill dreams through the experiences of motorbike - by providing to motorcyclists and to the general public an expanding line of motorcycles, branded products and function in selected market segments. (Source FMission Statement, http://www.harley-davidson.com/hd_main, If you involve to get a full essay, order it on our website: OrderEssay.net

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