SWOT ANALYSIS S-O Strategies Expand production into Europe and Asia Expand marketing to female riders S-T

Strategies Increase strong brand name W-O Strategies Pursue foreign markets more agressively W-T Strategies Improve employee relationships

OPPORTUNITIES The international market is now larger than the U. S. Customers value quality parts. Women and younger riders are increasing becoming interested in bikes. Industry registrations of heavyweight motorcycles are increasing.

The European demand for Harley Davidson is the highest international market and represents the single largest motorcyle market in the World The international heavy weight market is growing and is now larger than the U.S. heavyweight market Women and younger riders are increasing becoming intrested in bikes Market share increasing in Europe and Asia for the last two years Increasing demand U.S market for bikes Customer value quality parts

INTENSIVE STRATEGIES Market Penetration Get some more market share from the existing market(U.S, U.K, and Japan) Use more marketing techniques like advertising

HD has a good brand name so its easy for them to eat up the competitor market share Competition is high in this segment mostly in U.S so good choice market penetration Expand the HOG (Harley Owners Group) to Asian countries If the company can provide the customer satisfaction that they are providing to the U.S customers to the Asian customers they can increase the sales

Product Development Younger generation and female are now coming to this segment so expand the motor cycle segments to younger generation and females. In Europe they can increase or expand the Buells market share by introducing new motorcycles.

Market Development Harley-Davidson can bring in their vehicle to Asian countries (India, China), because these countries have a high population and the market potential is also high. The cost to bring in the old vehicles (old product) to India is so much difficult: - There are so much environmental laws - Taxes are problems - Levis are high in India So starting new plant in India can solve this problem. Negotiations with the Government can solve these problems

CURRENT INTEGRATION STRATEGIES Vertical Integration HD uses both backward and forward integration More than 750 suppliers of g&s are used in the design and manufacture of motorcycles, parts and accessories The control of inputs is a necessary part of just-in-time manufacturing HD has been backward integrating to maintain control over the quality of suppliers HD owns most of its distributors Distributing completed motorcycles throughout the world HD is responsible for the delivery of parts and accessories

Horizontal Diversification HD has acquired Buell Motorcycles and Eaglemark Financial Services, in order to provide new product lines for their customers Buell was acquired in order to be able to provide customers with a V-twin powered Sport motorcycle This type of motorcycle has become increasingly popular with the younger and European riders Eaglemark provides motorcycle financing, motorcycle casualty insurance and extended service contracts for HD and Buell motorcycles They also issue the HD Chrome VISA Card, allowing riders and customers to show their brand loyalty

CONCLUSION Harley- Davidson have to change American culture and helped the future of motorized vehicles. Must implement latest technology & facilities. Loyal customers are not sufficient for company to survive. its a journey but not a destination

POSSIBLE STRATEGIES Expand into Foreign Markets o Asia o Europe Product Development o Expand Motorcycle line for younger market o Buell expansion Concentric Diversification o Other recreational vehicles o Expand HOG and BRAG owner member groups Made new alliances with some local bike companies to produce low cost o India Increasng dversity programing o Tour o museum

Increasing advertising