Term Paper on "Harley Davidson Company"

Term Paper 5 pages (1420 words) Sources: 0

[EXCERPT] . . . .

Harley Davidson

Summary of Attached Internal & External Analysis and Conclusions have conducted an intense analysis of our Company's internal and external factors that can attribute to our future success, or future failure. To date, the motorcycle industry remains an extremely competitive industry, and one in which we are the primary contenders. However, the market is changing, and there are other areas of the motorcycle industry in which we could focus on. Our sales in the United States, and other well-developed counties, such as Germany and Great Britain, are up over our competitors such as Yamaha and Suzuki, however, there are markets in less-developed areas that I feel we would benefit from. Research in the industry indicates that other growing countries, such as Latin American countries, are becoming more dependant on reliable, less-costly means of transportation. Since most of these countries are small, there is not a great need for huge recreational vehicles or trucks. In fact, since many people in these countries are only commuting short distances, a motorcycle is a perfect solution. Thus, I feel that it would be in our best interest to begin working toward creating our market share in these countries. Since the majority of people in developing countries do not have the funds required to spend on a luxury-type motorcycle, we could begin with a basic model that offers all the necessities.

Other manufacturers, such as our Japanese competitors, already offer these type of bikes in developing countries. These bikes are fairly cheap for them to manufacture, develop, and produce, and as a result, they can sell them for lower prices. My suggestion is that we create a slightly higher quality bike, and sell in these developing countries for a lower price than our competitors. While at first it may seem that we are not making a profit, after the consumer becomes aware of the quality at the same low price, we will make up for the lost profits in an increased volume. Although this increased volume may take a few years until it is actually verified and reported, this is a risk that would benefit the company as a whole in the very near future. Finally, the conclusion of my external analysis is that our Company needs to broaden its horizons if we are to remain the primary competitor. My internal analysis concludes with the thoughts that we must drive our focus to new innovative products that we can manufacture with the new technology that is privy to only this Company. There is no reason why new products cannot be researched and developed, for we have both the budget and the means, something which some of our competitors do not have. We would also benefit by expanding out farther than our target population, as soon our competitors will gain some advantage by securing this population. Thus, our internal and external features can be improved with new implementations to ensure the future success of our Company. If we all work together, Harley Davidson will continue to operate as a company with no limits.

External Analysis: An analysis of pertinent industry and competitive data

The motor cycle industry is a highly competitive one in developed countries, such as the United States, Germany, France and the United Kingdom. The following bullet points represent the competitive nature available up-to-date in this industry:

Volume

Total industry sales for 2003 exceeded 950,000 in the United States

Total number of motorcycles in operation worldwide in 2003 was 28 million

Prediction for 2007 is a 5% increase in sales growth

Geographic Domination

In 2002, demand for heavyweight motorcycles increased by 17% in the United States

In 2002, industry-wide growth increased 10%

Industry Segmentation

Industry segmentation based on engine size and motorcycle style

Mopeds, scooters, small motorcycles - Most often seen in urban areas and developing countries

Motorcycles, large street bikes - Most often seen in North

America and Europe

Standard heavyweight motorcycles - Most often used as a means of low-cost transportation

Performance bikes - Most often used for responsive handling, rapid acceleration and high top-end speeds

Touring bikes - Most often known for their comfort features and Accessories, most often seen in the United States with baby boomers

Custom motorcycles - Highly custom bikes, most often seen in the United… READ MORE

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