Harley Davidson faces both opportunities and threats in its external environment. Some key opportunities include double digit growth in international markets through new dealers, as well as growing interest in motorcycles from women and younger riders. However, threats include more fuel efficient competitors, rising fuel prices, and different environmental protection laws around the world. Internally, Harley Davidson has strong brand recognition and loyal customers through groups like Harley Owners Group. But it also has weaknesses such as high prices for motorcycles and parts as well as outdated perceptions of riders in some markets. The document analyzes these various strengths, weaknesses, opportunities, and threats through a quantitative matrix.

1. QSPM MATRiX
Key Factors Weight As Tas As Tas
External
Oppornuties
- Double digit growth in selling in international
market because of opening new dealers.
0.08 2 0,16 4 0,32
- Harley Davidson is major US maker of
motorcycles and the nation's number one seller
of heavyweight motorcycles.
0,12 3 0,36 3 0,36
- Harley owned Buell Motorcycle Company,
Cagiva and MV Agusta in 2008.
0,23 2 0,46
- The world demand for Harley Davidson is the
highest and reprensents the largest motorcycle
market in the world.
0,10 2 0,20 3 0,30
- The international market is growing and is
larger than the US market.
0,09
- Women and younger riders are increasing and
becoming interested in HD's bikes.
- Harley Davidson continuously improve its
good relationship with stakeholders.
Threats
- Harley's motorcycle models are more
insufficient than their rivals.
0,14 2 0,28 2 0,28
- Some competitors of Harley Davidson have
larger financial and marketing resources.
0,12 1 0,12
- Environmental protection laws in the world (
noise, eshaustfumes etc..).
0,11 1 0,11
- Buell firm needs to continue to produce quality
motorcycle for Harley's brand name.
0,10
- Rising fuell pricec such as; Turkey, Norway,
Holland
- Increasing tariffs in countries affect Harley
Davidson negatively.
- There are more differences in level of
disposable income in some regions or countries.
Internal
Strengths
- Harley Davidson has strong sale distirbutions. 0,11 2 0,22
- HOG (Harley Owner Group) does a lot of
activities and each customer which buy a Harley
is in HOG.
0,13
- Customer loyalty is very high because of good
customer service.
0,08
- HDFS provides insurance and insurance
related programs primarly for HD motor
company.
0,14 1 0,14 2 0,28
- Enlisted in Fortune 500 as 458th.

2. - HD has a strong brand and is well established
in the consumer’s mind with the image of
freedom.
- Custom Motorcycles is a significant amount of
revenue for Harley Davidson.
Weakness
- HD models are expensive such as motor prices,
spare parts.
0,14
- HD loss its market share especially in the
European market.
0,05 2 0,10
- HD marketing techniques are more poor than
Yamaha and Honda marketing techniques in the
international market.
0,12
- Many peope think that HD drivers are
hooligans. People are afraid of them.
0,14 2 0,28
- HD is under the electricity motor technology.
- In some countries there is no respect to
motorcycle drivers.
- HD focuses on specific customers.
Total 1,85 2,03