Harley-Davidson's Opportunity in the European Market

TABLE OF CONTENTS EXECUTIVE SUMMARY................................................... 3 INTRODUCTION...............................................................4 COMPETITIVE POSITION................................................ 5 COMPETITIVE ISSUES......................................................8 STRATEGIC OPTIONS......................................................11 STRATEGIC RECOMMENDATIONS....................................12 IMPLEMENTATION ISSUES AND CONCLUSION..................15 REFERENCES.................................................................. 17 yEXECUTIVE SUMMARY z The Harley-Davidson is one of the some(prenominal) famous and prospering bait manufactures in the USA securities industry. With its emergence presence in the European market, the bon ton can have a lot of worthy opportunities. By using Five-Forces molding and SWOT Matrix, this audition is exit to analyze the whole European motorcycle market and the companys strategical position. In the second part, this essay makes practical strategic recommendations that lying down of pricing strategy, market strategy, promotion strategy and etc. Finally, it gives slightly suggestions on how to follow up those strategies and draws a brief conclusion. yINTRODUCTION z In the crowd assignment we had already done, our convocation discussed the automobile industry of the European countries, and cerebrate that there were a couple of business opportunities in the market. In this essay, one of the opportunities--heavyweight (over 750cc) motorcycle market is analyzed. And one of the worlds most successful motorcycle manufacturers--Harley-Davidson was determine as the one that had surmount strategic opportunity in that market.

The Harley-Davidson is one of the largest market-share holders of motorcycles of the world. It is the dominant manufacturing business for the US market, and also plays a very important spot in the European market. This company produced its first motorbike in 1903. For a century, the Harley-Davidson fulfills its promise to their set customers. It celebrated its 100th anniversary in USA locomote month and aims to continue its bequest for other 100 years. The Harley-Davidson legation Statement says: We fulfill dreams finished the experiences of motorbike - by providing to motorcyclists and to the customary public an expanding line of motorcycles, brand products and function in selected market segments. (Source FMission Statement, http://www.harley-davidson.com/hd_main, If you want to get a full essay, order it on our website: Orderessay

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