1. Introduction
Established in 1903, The Harley-Davidson Motorcycle Company has travelled a moderately rocky road to victory. Saved from the brink of bankruptcy by a steering buyout in 1981, Harley has succeeded in building a truly global brand that is the envy of its competitors.
Faced with a declining market, a poor economic climate and fierce competition from Nipponese manufacturers, the Harley-Davidson Company was forced to re-look at its competitive strategy. The essence of Harley-Davidsons success is rooted in its repositioning strategy, which it undertook shortly after the management buyout. Prior to the buyout, the Harley-Davidson motorcycle was perceived as being an small quality product to that of its competitors. By changing its focus from a product orientation to a marketing orientation, Harley was able to dismay close to its customers, and by so doing, offer them greater value.
This appointee aims to identify the current and potential issues and problems facing the Harley-Davidson Company, and by so doing, offer virtually recommendations that can aid in next strategy development.
2. Potential Issues and Problems Facing Harley-Davidson
2.1 Macro-Environmental Analysis
The P.E.S.T.L.E. framework is a useful analytical tool used to gain an understanding of the macro-environmental factors which hold up tinted Harley-Davidsons business in the past and which will impact the business in the future. Not all the components of the framework argon pertinent to this case, however, I will identify the factors, which pose the greatest opportunities or threats to Harley-Davidson.
2.1.1 Economic Factors
Economic factors such as economic growth, fire rank and exchange rates can have a profound effect on strategy development in any organisation.
Interest rate levels and economic growth rates determine consumer-spending patterns, especially for luxury items such as motorcycles. A growing economy bodes well for Harley Davidson, but in measure of a sagging economy, sales of luxury...
This is a well written render with one weak section which is the competitve environment. Motorcycle Indusrty estimates, Harleys marketshare, Japanese competitiors and their dominance in the racing arena could have been examine a little more...Good job overall..
Another well written, informative essay and really interesting, especially if youre like the topic. It seems that you have done some good research but refrences would hav been handy. well done
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