This 18 page paper looks at the well known motorcycle manufacturer Harley Davidson, examines it performance and the environment in which it operates in order to determine a potential future strategy. A PEST and a SWOT analysis is used to examine the form in its environment and the industry along with the competitors is assessed. The paper ends with some potential strategy recommendations defied in the gap that is present between the objective of growth and the current strategies and performance. The bibliography cites 16 sources.
Name of Research Paper File: TS14_TEHDstrat08.rtf
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References 24 1. Introduction Hartley Davidson is not only a well known brand, it is one that is evocative of a very specific brand
image, it is one that has been able to create a strong emotional attachment with the consumers in the US, making Harley Davidson a brand with a strong personality.
It is that personality that has been the focus of the firms revival following the management buy-out from AMF in 1981. AMF are often seen as damaging the brand, increasing
capacity at the cost of quality, allowing Honda to take over as the number one motorcycle supplier in the US, the position that Harley Davidson had traditionally held. However, there
were also some benefits, the newly independent company built on the capacity that had been created, instead of cutting capacity to return to the former strategies, the management built on
the existing foundation, changing the cost structure of the firm and undertaking a number of quality improvement programs. The quality may have suffered, but the image of the
firm was so string that it was able to be rebuilt ands is now not only a strong brand, but one that gains a high level of commitment from its
customers. It is well known that many Harley Davidson riders would not consider riding any other brand of motorcycle (Cooney, 2005). Riding a Harley is more than riding a bike,
it may be riding a part of American history, it may be seen as an extension of personality, it is seen as an experience and the ability to provide emotional
as well as practical satisfaction. Even the management of Harley Davidson find it difficult to define clearly and succinctly the brand in terms of brand characteristics (Cooney, 2005). The