Harley Davidson Motorcycles
Harley Davidson is a brand steeped in history, heritage and is known as the ‘all American’ bike. Harley drivers buy a motorbike for the experience, the sensation of belonging to something substantial, meaningful and authentic, not to get around town or beat the traffic to work every morning. In this way Harley Davidson has been very clever in not steering too far away from their niche – American bikes driven for the open road experience and the image (www.Harley-davidson.com). But perhaps it is time for a change. Harley Davidson has a relatively low market share in other countries outside of the USA, not to mention very little market development in emerging economies such as Brazil, Asia and India.
With the growing global economy, companies are looking for ways to improve their market share. Many excellent firms have learned how to beat their competitors through the implementation of new management, marketing, and/or manufacturing techniques. In order to move into the new age, where the brand is not the be all and end all, but efficiency and mobility are key, Harley is going to have to adapt its marketing strategy to continue its growth in market share as well as revenue.
Harley-Davidson is still the undisputed leader in manufacturing and selling motorcycles. Created in 1903 by the Davidson’s a new company established itself as a force within the motorbike industry (www.Harley-davidson.com). Since then it has come to symbolise individuality, freedom and rebellion. The Company produces thirty-five Harley-Davidson motorcycle models. The 2009 figures show that in the heavyweight motorbike market Harley has a 53% share in the USA and 12% in Europe. In addition to heavyweight motorcycles, Harley offers motorcycle parts, accessories, and related services. It operates in two segments, Motorcycles and Related Products, and Financial Services.
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