Number one strength of Harley Davidson is loyal brand community. Harley Davidson has always been putting customers satisfaction as a priority. Customers remain loyal to the company not only because of high quality products and unique style of motorcycles, but also because of the image and values that Harley Davidson represents. The strength and power. Harley Davidson established the H.O.G (Harley Owners Group) organization. This organization has become a home for 750,000 members, who share passion and admiration for the brand. H.O.G is the example of how a brand is able to create a subculture. Harley Davidson promoted a wild, free lifestyle. People were and still are attracted to those ideas. By joining the H.O.G they felt the feeling of belonging to Harley’s bold culture. Especially in 90’s Harley’s ideas were extraordinary, people wanted to be the part of that unique community. Brand recognition, brand preference, brand insistence – Harley has successfully met all these criteria. It is world-wide recognized company, people tend to buy it’s motorcycles rather than other company’s and remain loyal to it. Harley Davidson expanded brand by producing accessories, like helmets, leather jackets, belts, which become a must for most of people who buy a Harley motorbike. Harley Davidson tend to build strong long-term relationships with it’s stakeholders, what relates in positive impact on the company. Being the only major American manufacturer of heavyweight motorcycles is highly beneficial for the company, as well as being the one of main manufacturer and user of V-engine configuration. Weaknesses
Strategy of competing of Harley Davidson focuses on design and quality of products, rather than on price. Therefore, products are expensive, which can be considered as a weakness. High price limits target market, as not everyone can afford the product. Harley Davidson as an American company focuses it’s market on the US. 67% of their revenue come from the United States. Depending on domestic market can lead company to failure. If the United States faces economic crisis, profit of the company will extremely fall. Although Harley’s motorbikes are high quality, competitors such as Kawasaki, Yamaha, Suzuki seems to produce even better quality motorbikes. They are...