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Harley-Davidson's Global Expansion Strategy: Enhancing Market Position and Sustaining Long-Term Growth

Analysis of Harley-Davidson's global expansion strategy with assignment solutions.

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    Running head: HARLEY - DAVIDSON 1 Harley - Davidson's Global Expansion Strategy: Enhancing Market Position and Sustaining Long - Term Growth Based on the detailed analysis of Harley - Davidson's global expansion strategy, corporate culture, and competitive environment, critically evaluate the key strategies that the company should implement to enhance its market position and sustain long - term growth. In your response, include an assessment of the company's strengths, weaknesses, opportunities, and threats, and propose a set of strategic recommendations that can improve its brand loyalty and customer base. Your response should be between 1500 and 2000 words .

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    HARLEY - DAVIDSON 2 Student Name Institution Table of Contents Executive summary ................................ ................................ ................................ ................................ . 2 Part I: Global Economy and Factor affecting Harley - Davidson ................................ ............................. 3 Motivation for expansion ................................ ................................ ................................ .................... 3 Risk factors ................................ ................................ ................................ ................................ ......... 4 Part II: Corporate Leadership ................................ ................................ ................................ .................. 4 Organization culture ................................ ................................ ................................ ............................ 4 Organizational Design ................................ ................................ ................................ ........................ 5 Leadership ................................ ................................ ................................ ................................ ........... 6 Ethical Organization Characteristics ................................ ................................ ................................ ... 7 Learning Organization Characteristics ................................ ................................ ................................ 8 Part III: Strategic plan summary ................................ ................................ ................................ ............. 9 Strategic plan ................................ ................................ ................................ ................................ ...... 9 Marketing strategy ................................ ................................ ................................ .......................... 9 Swot Analysis ................................ ................................ ................................ ................................ . 9 Conclusion ................................ ................................ ................................ ................................ ........ 10 Strategy Recommendations ................................ ................................ ................................ .............. 11 References ................................ ................................ ................................ ................................ ............. 13 Executive summary Harley Davidson is a multinational company and has been able to market its brands of high powered successfully in the global market. The company brands include heavy weight motor cycles and its success is contributed through transformational marketing, management and manufacturing. Therefore, the management of Harley Davidson manufactured brands that offer a lifestyle that many individuals ought to attain. The company has been in business for more than 100 years and has been a leader in the motor cycle indu stry globally. The company

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    HARLEY - DAVIDSON 3 has more than 1500 dealerships globally. The company have 30 per cent US motor cycle market. In US and globally, the heavy weight motor cycles markets is very competitive with the major players such as Honda, Suzuki, Yamaha etc. Thus , the competitions in the industry are based on the factors such as warranties, styling, reliability, quality, price, product feature, warranties and customer preferences. Harley - Davidson is a well - known company for its differentiated products that have continuously stood out from norm. Therefore , Harley - Davidson should embrace more advertisements on their products to attract more customers and increase their market share. In addition, Harley - Davidson should also increase their product lines to increase their sales. The company should also get data on current demographics of age and income and therefore, should be used as a guide in segmenting the market. Part I: Global Economy and Factor affecting Harley - Davidson Motivation for expansion  Harley - Davidson targets new customer segments : The company core customer base is decreasing due to demographic changes. Therefore, in response to that the company need to expand globally. The company is spending on advertisements to build its brands and gain high market share for customer segments such as women and young men, as well as gaining large growth opportunities globally in Asia and other international segments.  International opportunities: Harley - Davidson operates in three major markets i.e. Europe, Asia and Latin America. The company has about 25 per cent of its production shipments to these international markets. The company found that there is high untapped market and this could be apotential growth opportunity in the future. The company believ e s that the international markets offer an a ttractive long term

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    HARLEY - DAVIDSON 4 opportunity. Therefore, the company should expand to take advantage of the opportunities through adding dealers and increasing production. Risk fact ors  Competition: Harley - Davidson deals with heavy weigh motorcycles and this ma r ket is highly competitive. The company major competitors are based outside US and therefore, once the company expand internationally, it will face high competition from international competitors . Some of the company outside US have greater marketing and financial resources than Harley - Davidson . In addition to global competitors that are outside US, the company also faces competition in the US. However , these competitors in US have lower sales volume and production and therefore, do not hold high market share in US. The competitors include: Honda, BMW, Kawasaki, Yamaha and Suzuki.  Supplier network maintenance: the company is reliant on enhancing good relationship with its suppliers . However, Harley - Davidson motorcycles contain about 2500 parts that are supplied by 700 direct national suppliers where 300 of them are the key suppliers. Therefore, if the company expands, it will require more suppliers to supply the parts. Thus, the hefty number of suppliers could give the company complex coordination problems and a problem with only one of the company suppliers could result in a slow down production. Part II: Corporate Leadership Organization culture Harley - Davidson has been in a position to build a community of enthusiasts around its brand that includes members from diverse groups. Corporate values are designed to involve employees in the desired behaviours that bring into line with its strategic business goals. Organization culture refers to core values, artefacts , behavioural norms and behavioural

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