Harley Davidson Strategy Analysis

External Examination

First stage of external examination- market definition:

From its beginning in 1903, HD is mostly known as a motorcycle manufacturer. Since the 90’s, HD has expended its products and services from motorcycle manufacturing only, to related products (motorcycle parts, accessories, clothing, collectibles) and financial services (The financial services segment engages in financing and servicing wholesale inventory receivables and consumer retail loans primarily for the purchase of motorcycles in the United States, Canada, and Europe). Nevertheless, its core business still stays motorcycle manufacturing and thus its market is mainly the Motorcycle & Other Small Engine Vehicle Manufacturing which refers to companies that manufacture motorcycles, personal watercraft, snowmobiles, all terrain vehicles (ATVs), or scooters. In a broader definition, the Industry in which HD operates is the Recreational Vehicles.

Laggards in Market Capitalization

KINGSLEY COACH INC (THE) [KNGS.OB]

$2.4 M

COACH INDUSTRIES GRP [CIGI.OB]

$7.9 M

BAD TOYS HOLDINGS [BTYH.OB]

$12.7 M

FOUNTAIN PWRB IND [FPB]

$25.6 M

FEATHERLITE INC [FTHR]

$43.7 M

NATL RV HLDGS INC [NVH]

$51.7 M

COACHMEN IND INC [COA]

$178.4 M

MONACO COACH CP [MNC]

$391.0 M

MARINE PRODUCTS CORP [MPX]

$397.4 M

ARCTIC CAT INC [ACAT]

$398.2 M

Target Market

The HD target market, however, has no clear differentiation, if to judge according to HD demographic profile:

Demographic Profile (2000-2004)

Gender 2000 2001 2002 2003 2004

Male 91% 91% 91% 90% 90%

Female 9% 9% 9% 10% 10%

Purchasers (2004)

42% Owned Harley-Davidson® motorcycle previously

31% Coming off of competitive motorcycle

27% New to motorcycling or haven't owned a motorcycle for at least the past 5 years

Median age Median Income

It is