Strategic Analysis and Market Penetration Plan for Harley-Davidson in Brazil

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Running head; HERLEY-DAVIDSON COMPANYStrategic Analysis and Market Penetration Plan for Harley-Davidson inBrazilHarley-Davidson CompanyNameInstitutionDateHarley-Davidson has established itself as a powerful brand in the global motorcycle industry,and its strategy in expanding into emerging markets like Brazil requires a comprehensiveapproach. Based on the information provided, address the following:1.Strategic Leadership: Analyze how Harley-Davidson’s leadership, both historically andin the present day, has contributed to its growth and ability to maintain its competitiveedge in the global market. How has the company’s leadership shaped its mission andstrategic direction, particularly in international markets like Brazil?2.Market Entry Strategy: Evaluate Harley-Davidson's market entry strategy into Brazil,including the challenges and opportunities it faces in this market. How can the companyleverage its brand reputation while considering local market conditions, consumerbehavior, and cultural differences?3.SWOT Analysis Application: Using the SWOT analysis presented in the report, discusshow Harley-Davidson can use its strengths and opportunities to overcome the identified

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HERLEY-DAVIDSON COMPANY2weaknesses and threats in Brazil. What strategic recommendations would you make toimprove the company’s position in the Brazilian market?4.Marketing and Communication Strategy: How does Harley-Davidson’s marketing andcommunication plan address the unique characteristics of the Brazilian market? Discussthe components of the marketing mix (product, price, place, promotion) and how theyalign with Harley-Davidson’s global brand while catering to local consumer needs.Word Count Requirement: 1,500–2,000 words.

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HERLEY-DAVIDSON COMPANY3Harley Davidsonthe Leader as a Strategist ReportThe company dates back to 1907 when it was establishedby two automotive enthusiastand childhood friends William Harley and Arthur Davidson. Their first design was made in 1901and it was commercialized in the year 1905. Thefirst modelwas launched by the company in theyear1905 and by 1907 formally launched the company by the name of Harley Davidson. Thecompany grew rapidlyin production and development of motorcycles and bythe year1920theyhad becomethelargest motorcycle manufacturers globally(Harley Davidson, 2013).Over years, Harley emerged as the most focused and powerful motorcycle brand in theUnited States. The strategyof the business wasmainly based onfocuseddifferentiation where itstarget wasspecific groups with those products. Throughuniquedifferentiation, Harley aimed atgaininga competitive edge and be different in its industry. The company exclusivelyswitched itsattention tothe heavyweight motorcycle segment. It dealt moreon mini niches such ascustomized, touring, and standardized motorcycles in thedivisionof heavyweight. Thecompany's family of motorcyclesincluded the Sportster, the VRSC,the Dynathe Softail,theTouring, theCVO, and Trekemotorcycles.On the other hand, for manyyears the company hasgone throughmany economicdownturns and has maintained its unique image and reputationamong its loyal audience aroundglobally. The company is popularfor customization offered and its heavy chopper style bikesandaccessories. The company manufactures bikes ofat least750 cc.Currently the company ismakingtotal revenuesof over£ 3.4billion (Harley Davidson, 2013)

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