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Internal Analysis and Swot

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Internal Analysis and Swot
Trident University
MGT499
Module 4-Case Assignment
Dr. David Pritchard
June 22, 2015 This essay will discuss the top two strengths and weaknesses of the SWOT analysis of Harley-Davidson (H-D), and what corrective measures the organization must accomplish to remain competitive and meet the mission of the organization.
Strengths
• Broad product and service portfolio
• Strong brand image
Broad Product and Service Portfolio Harley-Davidson offers a broad collection of products and services through two business segments. Harley has the motorcycles, related products segment, and the Financial Services segment. Harley offers various products in the motorcycle segment. The organization builds heavyweight touring, custom, and performance motorcycles. H-D also has a line of motorcycle parts, accessories, and general merchandise. Harley-Davidson Motor Company (HDMC) is a subsidiary of H-D. HDMC manufactures Touring, Dyna, Softail, Sportster, and V-Rod; these models stand distinguished by the frame, engine, and suspension. (Globaldata, 2012) Harley-Davidson Financial Services (HDFS) offers wholesale and retail financial services for the products, providing a competitive edge in the motorcycles business in the United States (U.S.) and Canada regions. All of the exclusive services deliver a competitive edge to the organization in capturing a higher market share and enhancing the bottom line. (Globaldata, 2012)
Strong Brand Image Harley-Davidson retains one of the strongest brands in the world. The organization continuously ranks among the top 100 global brands in the world. The business is a market leader in the heavyweight market in the United States; it has a strong market position in the heavyweight motorcycle market share in nine countries across Europe. Harley achieved industry recognition for the high quality, best design, robust performance, persistent customer confidence, loyalty, trust of the products, and services. The brand has significantly
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