Case Presentation: Harley Davidson Inc 2009

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Case Presentation: Harley Davidson Inc 2009

  1. 1. Case Presentation: Harley Davidson Inc July 2009
  2. 2. Despite Harley’s insistence that it was supplying a unique Harley experience rather than competing with other motorcycle manufacturers … The more it took market share and expanded product range and geographical scope, the more it came into direct competition with other producers.
  3. 3. Imitation: V-twin Cruisers - Closely style Lower prices More advanced technologies Imitation also included several domestic companies producing retro-styled cruiser bikes: Excelsior, Polaris (Victory) and resuscitated Indian.
  4. 4. Imitation: V-twin Cruisers Harley lacked the diversification of its rivals … -Technology, engineering capabilities -Distribution know-how - Marketing - Bargaining power with suppliers
  5. 5. Cruiser Motorcycles, 2009 models
  6. 6. Honda Cruisers 2014 - USA Fury Interstate Rebel Stateline Shadow Spirit 750 XR650L
  7. 7. Price comparison of V-twin, cruiser motorcycles, 2009. Source: Web sites of different motorcycles manufacturers.
  8. 8. CEO Keith Wandell Solving short-term problems: Cost reduction and production cutbacks. As a result Harley’s share of the U.S. heavyweight market had jumped from 50% to 58% in year 2009.
  9. 9. First Half of 2012 in Review: V-Twin Motorcycle Industry Data
  10. 10. Harley’s core customers are graying baby boomers. - The average age of rider is 49 (up from 42 five years ago). - Harley keep focus on its aging customers.
  11. 11. The longer term threats were more troubling … Harley’s future market positioning.
  12. 12. 50% Younger crowd => Sport bikes Growth in the last five years Make smaller, more affordable bikes. Suzuki GS500 Ninja EX500
  13. 13. 50% Suzuki GS500 Younger crowd => Sport bikes Growth in the last five years Ninja EX500
  14. 14. Harley “Today” Davidson
  15. 15. Harley “Today” Davidson

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