Harley Davidson Case Study

Only available on StudyMode
  • Download(s) : 216
  • Published : November 9, 2010
Open Document
Text Preview
[pic]

University of Newcastle

Grad school

Case Study Harley Davidson

Course: Doctor of Business Administration
GSBS6010: Foundations of Marketing Theory

Prepared By

Muhammad Saiful Islam Khan

Executive summary

In the automotive industry Harley Davidson is a prominent brand for its exceptional product and customer loyalty. Harley Davidson is the leader in heavyweight motorcycles market from the very beginning of its operation; it has created its own specific customer group. This report will discuss how SWOT Analysis a marketing theory applied to Harley Davidson simultaneously this report will focus on a range of features of the company including marketing plan through loyalty program. Harley Davidson products are not just giving riders an outstanding riding experience it’s a lifestyle. The company experienced complexity to keep hold of their customer in the market due to the entrance of cheap Japanese motor cycles. Simultaneously Harley Davidson exploring new markets such as India without lowering its product quality and customer loyalty.

Table of Content

|Introduction............................................................................................|4 | |.......... | | |The success history of Harley Davidson........................................................... |4 | |SWOT analysis for Harley-Davidson................................................................. |5 | |Strength of Harley Davidson............................................................................ |6 | |Solid position Market position and positive brand Image.................................. |6 | |Wide sales and distribution Network................................................................ |6 | |Vigorous cash |7 | |flows........................................................................................... | | |Weakness of Harley Davidson......................................................................... |7 | |Declining Financial Performance..................................................................... |7 | |Poor credit |7 | |rating.............................................................................................. | | |Unfunded employee post retirement benefits.................................................. |7 | |Opportunities of Harley Davidson.................................................................... |8 | |Harley-Davidson going to INDIA...................................................................... |8 | |Growing global motorcycle market................................................................... |8 | |Online retail |8 | |sales............................................................................................. | | |Threats for Harley Davidson........................................................................... |9 | |Regulatory...
tracking img