Harley-Davidson Information

Harley-Davidson, Inc. is an extremely healthy company in terms of both its recent and its long-term economic performance, in large measure because of its highly recognizable and highly marketed corporate identity and the high degree of customer loyalty that it enjoys. However, while the company is certainly financially sound, it is in a competitive market. Moreover, other factors, such as an aging population, present challenges that the company must meet. This paper presents an overall analysis of the company's present and potential strengths and weaknesses. The paper includes several diagrams and charts. Table of Contents Case Abstract External Audit: Opportunities and Threats Competitive Profile Matrix Internal Audit and Internal Factor Evaluation Matrix TOWS Matrix SPACE Matrix Grand Strategy Chart Quantitative Strategic Planning Executive Summary References

From the Paper:

"However, the strategy that the company has pursued for the last generation will, in all likelihood, become less and less useful in the coming years as the generation of buyers that has supported it since the 1980s begins to move beyond the point at which it will purchase motorcycles. As this happens the company must find a way to attract younger buyers as well as women. To do this it will probably have to adopt some of the same features that make its competitors attractive today to just those buyers: Smaller engines (including two-stroke engines), lighter, sleeker design and environmental safeguards in both the building of the machines and in their use."

This paper provides an analysis of the Harley Davidson company. The writer shows how Harley has used a unique approach to branding and maintaining