Harley - Davidson Inc. Motorcycle Industry :: essays research papers

Harley - Davidson Inc. Motorcycle IndustryINTRODUCTIONThe pop the question of this report is to develop a strategic corporate objectivefor HarleyDavidson Inc., a publicly traded, employee owned manufacturer of giant motorbikes, recreational and commercial vehicles, armed forces defenseitems, and sm each engines, distributing its products to domestic andinternational food markets targeting all men and women of all ages.INDUSTRY AND COMPETITIVE MARKETThe industry under study is the bike industry consisting of fivemajor manufacturers one American (Harley Davidson), and four Japanese (Honda,Yamaha, Kawasaki, Suzuki) and some European companies (mainly BMW of Germany andsome other Italian companies). Most companies market their motorcycles andaccessories on a worldwide basis, handling international trade done foreigndistributors and domestic gross revenue through franchised stunnedlets. Industry sales ofmotorcycles were shrivel in the early l990s because of the recession and the competition from computers and electronic products decreasing consumers discretionary income.Sales of accessories and parts make up 36% of total sell sales and is aviable area for producers to explore because people motivation something todifferentiate their bikes. Previously, motorcycles were viewed as a cheap meansof transportation. By 1992, they came to be viewed as a recreational, or aluxury item. This new percept of motorcycles led to the basis of moreexpensive models with higher prices. This led to the introduction of consumerfinancing, one of the bettingest growing service areas in the motorcycle industry. directionHarleys strategic objective is to continue to get out safe, hightechnology heavyweight bikes and keep customer satisfaction at high levels. Thisquality imagination more than doubled Harleys market share and increased its brandloyalty. international PLANNING PREMISESCUSTOMERSThey can be divided into 2 categories men and women.Men.A. Men under 30. This group ac counts for 44% of all sales. Therefore, a bang-up opportunity exists here because of the groups size. This groups membersbuy motorcycles for their transportation and recreation needs. Men in this groupbuy more of mopeds, scooters and entry level lightweight pathway bikes.B. Men between 30 and 50. This age group makes up 45k of buyers some otherlarge area providing opportunities for firms. The motorcycles most frequentlypurchased are the heavyweight tourers and cruisers. many another(prenominal) buyers are marriedcouples looking for an alternative to taking the car out for weekend drives tothe country.C. Men over 50. This group accounts for about 11% of motorcycle sales.The heavyweight touring class and the middleweight road bike categories accountfor most of the sales here.Women. This group is a segment that is growing at a fast rate, therebyrepresenting an opportunity area. Firms to be successful here are to providesmaller, easier to handle, comfortable, and good quality bikes t o build up brand