Evaluation of Harley Davidson

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Harley Davidson is an iconic motorcycle brand in the USA. It was founded in 1903 by William S. Harley and Arthur Davidson. This organization was one of the major two motorcycle companies that survived in the time of the Great Depression. This motorcycle brand was mostly used the vehicle by the US army in the time of World War II. In 2011, Harley Davidson sold more than 0.23 million units internationally. This company specializes in the heavyweight (more than 750 ccs) motorcycle manufacturing. It has achieved more than a 10% growth rate for consecutive eighteen years. In 2003, the motorcycle giant celebrated its 100th anniversary with a series of global events like motorcycle rally, street racing, etc. Harley Owners Group (HOG) was established in 1983 by the company. In 1991, Harley Owners Group became a global organization. In 2010, HOG had 0.8 million members.The international motorcycle market is dominated by Japanese players like Honda, Suzuki, Yamaha. These Japanese companies produce all kind of motorcycles (Scooters, heavyweight motorcycles, and lightweight vehicles) and they also share a large percentage of the motorcycle market. There are few motivation factors for Harley Davidson.Harley Davidson has not captured the Asian motorcycle market to a large extent. Recently, this company entered the Indian market with 12 new models. Motorcycle market in Asia was dominated by Japanese vehicle manufacturers (Honda, Yamaha, Kawasaki, etc) but Asian customers are not satisfied with the quality of the product and after-sales service. Many customers in Asia look for a premium motorcycle brand and Harley Davidson has the opportunity to satisfy their need.There are two types of risk factor associated with Harley Davidson’s global expansion strategy. It may fail to understand customer demand in the Asian market. Asians customers like small and lightweight motorcycles with many features but the company are known for manufacturing heavyweight motorcycles.