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executive summary of Harley-Davidson. ... objectives, and overall strategy 1. Summary
of the ... Dealers: 1,065 dealers sell Harley-Davidson motorcycles worldwide. ...
Ms. I. Executive Summary Harley-Davidson is the largest market share holder
of motorcycles over 750cc in the United States. After ...
HARLEY DAVIDSON. EXECUTIVE SUMMARY Harley-Davidson is the largest market
share holder of motorcycles over 750cc in the United States. ...
... include a 2-3 page executive summary of recommendations ... to Harley-Davidson’s executive
management to ... How would you characterize Harley¬Davidson’s approach ...
None. EXECUTIVE SUMMARY Harley-Davidson is the largest market share holder
of motorcycles over 750cc in the United States. After ...
Submitted by fatima2424 on April 5, 2008
Category: Business
Words: 1808 | Pages: 8
Views: 79
Popularity Rank: 97,991
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I. Executive Summary
Harley-Davidson is the largest market share holder of motorcycles over 750cc in the United States. After the expansion of our production and distribution capacity, we will be in the position to meet the increasing demand for our motorcycles and other products, including a new line of clothing specially design for women. Growth potential appears very good especially in the overseas market and the young and mature women and younger market. Gaining a larger market share in this area may require a further increase in production and distribution capacities. We must plan for expansion and build new strategies how to target the woman, younger market, as well as the already HD owners and continue to grow as a company.
II. The Challenge
HD has chosen the strategic direction of targeting women and the younger market that is technologically conscious in order to increase its share in the first time motorcycle owner market space. With the introduction of the new VRSC’S, and the new lowered sporster 833 L and the 1200 L, design for small riders who want more power, also promoting the already existing HD motorcycle owners to step forward and purchasing a bigger model. HD is in a position of attaining a sizeable share in the first time motorcycle owners, the young males, and females’ marketplace. To target the women and the young market with the new product line, the company has adopted the following marketing objectives: to expand its current market (market expansion), diversify its product line (product diversification), and modify its marketing mix to target women and the younger demographic.
III. Situation Analysis
Company Analysis
During the 1970's, HD was facing a decline in market share due to increased competition with Japanese companies. By phasing out weak models, becoming more selective, and limiting sales and promotions, HD was able to carve out a niche in the...
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