Harley-Davidson Swot 5 Forces

Harley-Davidson Inc., an employer of 4,694 workers,

consists of Harley Davidson Motor Company based in

Milwaukee and Eagelmark Financial Services Inc.

Based in Chicago, Illinois. In addition, there are nearly

600 dealerships throughout the United States and

1,065 dealers worldwide.

Harley-Davidson is the #1 seller of heavyweight

motorcycles in the United States, holding a 47%

market share.

Harley-Davidson's revenues come from five major

areas: H-D Motorcycles,Genuine Parts, Financial

Services, H-D Merchandise, and Beull Motorcycle

Company.H-D Motorcycles is the staple of company

and brings in the bulk of the company's revenues at

73%.Industry Overview

In 2003, 950.000 bikes in US and 23M worldwide.

2007, %5 growth expected

China, India and SE Asia are expected to drive the industry growth

Larger bikes are predominant but smaller bikes will exceed the former one as a result of age and travel difficulties.

Oligopolistic structure

Mature Industry

Moderate legislative and regulation obstacles in many countries (air pollution laws, driving licence problems etc.)Objectives

Creating a new and younger customer base

Growing companies' market share in world market

Gaining and sustaining competitive advantage

Strategies