ANSOFF MATRIX HARLEY DAVIDSON

In order to formulate potential strategies that associated with the risk, Ansoff matrix
is the best tool to identify the potential growth strategies. By determining the
strategy associated with the risks, company can decide which strategy is the best to
be adopted or should be taken up. The analysis would be based on two elements;
market growth and product.
There are four possible productsmarket combinations in the matrix by considering
the ways to grow via existing product or new product in existing market or new
market.
In the case of Harley Davidson, the Ansoff matrix analysis is as follows:
MARKET DEVELOPMENT
(Medium Risk)

NEW

MARKE
T

i. Use increased marketing

efforts to increase customer
base to market towards
women and young riders.
(S5, O3)
MARKET PENETRATION
(Low Risk)

EXISTI
NG

DIVERSIFICATION
(High Risk)

i. Increase Harleys image of

quality by increasing
publicity in the internet
which is still a growing
technology/industry. (W2,
O4)

PRODUCT DEVELOPMENT
(Medium Risk)
i. Introduce new innovative
technology to the recreational
vehicle industry like an electric
motorcycle (W2, W3, T5)

EXISTING

NEW
PRODUCT

Based on the matrix above, the potential risk involved has been identified according
to the possible strategies suggested through TOWS analysis.
For Harley Davidson, it is best to choose strategies that have medium risk such as
market development and market penetration in order to further grow their business.