Presenters

Ashfaque ul haque
Siddiquie

Khusboo

Aamir

Anshita

Atisha Parashar

Manoj Kumar
 INTRODUCTION

Founded in 1903 in Wisconsin,

United States by William S.
Harley Arthur Davidson and
William A. Davidson.

Leading American
manufacturer of Heavy weight
motorcycles.

After the world war II, it was the

leading manufacturer of
motorbikes market in the US
and had monopoly in the market
due to closure of its man rivals.
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 Problem in the case
Harley-Davidson is an iconic
American brand that truly grew into
its legendary status right after
World War II growing up alongside
baby boomers.

Harley Davidsons absolutely

overriding concern with unmet
demand and resulting wariness of
any change that might impact
production.

The companys natural proclivity for

the continuous improvement, rather
Harley-Davidson Motor
Company :

When asked about the

staples of American society,
a few things quickly come to
mind: Cheeseburgers,
Cowboys and Indians, Walt
Disney, Levi Strauss jeans,
and of course, Harley-
Davidson motorcycles.
Founded in 1903 by William
Harley and Arthur and
Walter Davidson.

Harley-Davidson Motor
Company has been at the
Marketing strategy
Customer inspiration
Customer engagement
Stick to central idea and make it relevant them
within cultural worms(young adults, women)
Customization( cultural)
Expected marketing
Enable it through technology and engage them
Creating a line connectivity
Merchandizing
Glowing global
Personalization
Virtual experiences (share experiences)
Choice over cost-benefit analysis
Felicitate more
 HD in
India
 Product Realignment
In order to appeal to a younger and
more diverse audience, Harley should
introduce a completely new line of
motorcycles. They should be sleeker,
more fuel efficient and lighter.

The motorcycles should be designed to

appeal to young urbanites who arent
putting hundreds of highway miles a
month on their bikes. They should also
produced the Livewire a prototype
electric motorcycle for the future.

A customization program should be

made available where riders can
customize their bikes either online or at
 Community Outreach

Several years ago Harley began a

series of community outreach programs
targeting ethnic minorities, non-riders
and women. The purpose of the
outreach programs is to connect with
people who wouldnt usually associate
with Harley-Davidson and give them a
reason to.

Through the Jumpstart program, Harley-

Davidson brought motorcycles to
cultural events (like an MMA fighting
match or music festival) to allow people
to ride a fully functioning Harley
strapped into a machine.

The purpose of Harleys outreach

programs is to build bonds between the
 Digital Marketing
Harley-Davidson is considered by many
to be an offline brand, but it has
developed a robust online community by
leveraging its offline brand loyal
community into a digital one.
Harley-Davidson is interested in
customers opinions and will often ask its
online communitys opinion of
motorcycles being developed. This is done
in order to have a better sense of what
people desire in products.
Harley should also use cross-medium
advertising by combining magazine ads
with mobile marketing where, with a
simple scan, people can download Harley-
OT Analysis of Harley Davidson

Strength
The largest heavyweight motorcycle manufacturer
in America.
Strong brand and is well established in the
consumers mind with the image of "freedom and
strength
Very good relationship with the suppliers, so that
the integrity ofthe work and performance is
achieved without the expense of quality.
Strong relationship with employees
Strong marketing and distribution channels.
Listed in Fortune 500.

Weakness
High prices of motorbikes.
Loss of market share, especially in Europe.
Poor marketing techniques are not attracting new
customers in the international market.
Opportunities
The international heavy weight bikes
market is now larger than the U.S
market.
Women are increasing becoming
interested in bikes.
There is only one cruiser bike
manufacturer inUK i.e. Royal
Enfield.UK is a developing
country,with a positive trend in
GDP.UK is a large untapped market
for motorcycle too.

Threats
Competition from established heavy
bike sellers in UK.
Harleys average customer age is
more than 40 and is increasing.
Recommendations
HD bikes create so
much noise pollution
that it create a negative
image of product in the
minds of some youths
and their parents

HD bikes are generally

expensive so its not easy
for the younger
generation to afford it
 Recommendations
They should chalk down
a plan to assemble the
bikes in Asian countries
so starting a new plant
in India can solve this
problem. Negotiations
with the Government can
solve these problem
Recommended Marketing Strategy
HD has a good brand name
so it would be easy for them
to eat up the competitor
market share and they can
also easily provide some more
benefits to
customers( younger
generation)

Expand the HOG to Asian

countries, if the company can
provide the customer
satisfaction that are providing
to the U.S customers to the
Asian customers they can
increase the sales.

Expand the motor cycle

segments more
 Recommendations
They need to advertise
more but not to be
advertise as an American
biking icon because it
depicts that its only for
Amercian youths, so fail
to attract youths of
other countries
especially of India
They need to make
changes in their product
according to culture
 Recommendations
Countries like India its
bike price is almost
double as its bikes are
imported in India as
(CBUs), paying 60 %
import duties for the
bikes and 30% local
taxes which double the
MRP e.g Ultra Classic
Electra Glide which cost
USD 35,999(INR
16,02,000) in US, costs
INR 34,95,000 in India
 Recommendations
They should built more
of retro styling bikes
likes of the Muell Forty-
Eight, Iron 883, and
Cross Bones to become
more & more popular
and attract the younger
riders .