2. SCPS
Automobile
industry
Two Wheelers
CAGR 5.9%
sector
Heavy weight bike market
leaders at North America
& Europe
Market growth 44.6 %
company
Heavy weight
bike
Sports Bike
product
latest computer
based diagnostic
tools
dealer staff are
factory trained
Services
use factory
approved and
tested Genuine
Motor Part
3. INTRODUCTION
▪ Harley Davidson motor company was founded in 1903 by William Harley &
Arthur Davidson
▪ The company specialises in the production of motorcycles which makes sale
world wide
▪ By 1920, Harley Davidson had become the largest motorcycle manufacturer in
the world (28,000 per year) with dealers in 67 counties.
▪ It is headquartered in Milwaukee, Wisconsin and has manufacturing facilities in
Wisconsin, Pennsylvania and Missouri and subsidiaries in Germany, UK,
Benelux, France and Japan.
4. Present strategy of Harley
▪ Company exclusively focused on heavy weight motorcycle segment
▪ Distinctive design and well known for heavy customization
▪ A strong bond between customer and product
▪ Best style and quality
▪ Brand focused on becoming “lifestyle brand”
▪ Majority target group is between 35-50
▪ Not just a product but a symbol of American free spiritedness
5. Current situation
Current situation
▪ Heavy weight bike market leaders at north America &
Europe
▪ Market share 44.6% in heavy duty bikes in America
Baby Boomer
▪ Core market segment
Young Adult
Competitor
▪ Suzuki
▪ Kawasaki
▪ Ducati
▪ Honda
▪ Yamaha
7. ❖The company’s natural proactively continuous improvement,
rather than to transform business functions
❖Young adults overestimated the cost of the entry level Harley
❖Harley was weaker in Europe market
❖Dealership represented the biggest barrier
❖Similar preference identified in European study the top selling
brand was not addressed.
PROBLEMS IN THE CASE STUDY
8. Core Issues
oMarket is not expanding.
oDecreasing market share.
oFailing to serve most young potential customer.
o young generation is not friendly with attributes ,price and dealers.
oDecline of late 2007 and 2008 hit American automakers.
oYoung adult had a different attitude than the core customer
oExpected margin with Buell’s bike was not achieved.
9. OUR SOLUTION IN CASE
❖The study shouldn’t be focused on just the functionality of purchasing.
❖Harley-Davidson should expect change and try to adapt it.
❖Focusing on young generation making cost efficient bikes
❖Core culture of Harley Davidson would not use
❖Promoting buells bikes as a sport bike
❖Company would use Harley Davidson image for ensuring quality
