BA490, Business Policy and Strategy
February 8, 2010
Case Analysis #1: SWOT Analysis of Harley-Davidson, Inc (HDI)
This case is an analysis of the strengths, weaknesses, opportunities and threats for Harley-Davidson, Incorporated.
Case Analysis Question #1: Strengths analysis, Harley-Davidson, Inc.
Name recognition – Harley-Davidson is possibly the most recognizable name in the motorcycle industry, anywhere in the world. This is perhaps because of the distinctive, uneven rumble (sounds like “potato-potato-potato”) which made its bikes famous. Or perhaps it’s because the name Harley-Davidson is the epitome of the motorcycle industry, and the Harley-Davidson is the motorcycle that almost every rider aspires to own. Whatever the case, HDI enjoys brand name recognition that other companies strive to obtain, yet fail to achieve.
History – Harley-Davidson has a long history, beginning in 1909, with the introduction of the V-Twin engine. Harley-Davidson motorcycles were in high demand during World War I, and HDI was one of only two motorcycle companies to survive the Great Depression of the 1930s. The military used Harleys during WWII, and law enforcement agencies around the country either have used or are currently using Harley-Davidson motorcycles as a tool for their Police Officers, Sheriff’s Deputies and Highway Patrol Troopers enforce the laws of this great nation.
Net revenues and profits - Net revenues and profits have consistently increased over the last several years. Revenues from 2002-2005 indicate that HDI is growing at a consistent rate. HDI continues to experience growth in both domestic and overseas markets.
Customer loyalty – HDI enjoys a fierce loyalty from its customers. The median age of the customer is 42, and the average income for a Harley owner is approximately $81,000.
High resale value - Harley-Davidson motorcycles consistently hold their value better than their competition – Harleys continue to outperform both...