Harley Davidson Case Study

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Mazin Al Ismaili
27 Apr 2012
Module 2

2.1 Harley Davidson Case Study

1. List several products that are included in Harley-Davidson’s business portfolio. Analyze the portfolio using the Boston Consulting Group growth-share-matrix.

Harley-Davidson engages in the production and sale of heavyweight motorcycles. It operates in two segments, Motorcycles and Related Products. The Motorcycles segment designs, manufactures, and sells cruiser and touring motorcycles for the heavyweight market. While related products such as general merchandise, apparel and riding gear; and related services. All goes down to what the company represent. Harley Davidson stands for independence, freedom, individuality and adventure. Part of Harley’s success stands from their consistency to the brand message, that they do not deviate from who they are, and they do not try to be something that they are not. Brand is the same no matter where you are in the world.

Harley Davidson’s main cash cow is from selling heavyweight motorcycles. Other segments, where products such as general merchandise serve as less income compared to selling of motorcycles. This makes the company in good shape, but not entirely. Harley should take some initiatives regarding sales in Europe, India, and underserved niche market. Harley’s another question is how to sell motorcycles to youth and male in their early 30’s. These question marks should be answered in order to increase the cash cow and SBU should take some decisive action regarding these question marks. Several other question marks should be taken into consideration and turned into stars, and fortunately into cash cow.

2. Which strategies in the product/market expansion grid is Harley Davidson using to grow sales and profits?

Harley Davidson uses market penetration to make more sales to new customers. Harley Davidson has long since continued with its products without changing them. Harley around the world is all the same, which...
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