The brand name & image of Harley-Davidson.
Surprising earnings.
High quality products
Company lost market share
their core constituency is getting older
industry has declined year over year
Struggling brand
Half of all motorcycle riders are 50 or older.
Invested in electric motorbikes
Appealing to Women & Young Riders
Harley is known globally (Global Brand)
Launching new company – Serial 1 Company
- expand into scooters and even bicycles
Several manufacturers are at work on electric bikes – (Honda, California – based Zero Motorcycles)
California-based Zero Motorcycles
bad and hurtful publicity from Trump
Change in consumer behaviour
Strengths:
· The brand name & image of Harley-Davidson: Harley Davidson is not just the most famous motorcycle brand; it is also one of the most legendary and known brands in motorcycle history. It is known around the world and is a symbol for the US. They are known for their loud motorcycles known as “hogs,” even the company’s ticker symbol is HOG.
· Surprising earnings: Harley released their third quarter earnings, in which the market position was better than expected. In 1989 they reclaimed around 50% of the heavy bike market share. So, Harley Davidson is doing well when focusing on earnings.
Det er gratis at oprette en konto