TABLE OF CONTENTS EXECUTIVE SUMMARY................................................... 3 INTRODUCTION...............................................................4 COMPETITIVE POSITION................................................ 5 COMPETITIVE ISSUES......................................................8 STRATEGIC OPTIONS......................................................11 STRATEGIC RECOMMENDATIONS....................................12 IMPLEMENTATION ISSUES AND CONCLUSION..................15 REFERENCES.................................................................. 17 yEXECUTIVE SUMMARY z The Harley-Davidson is one of the al approximately famous and prospering effort manufactures in the USA grocery. With its ontogeny presence in the European market, the keep company can insure a lot of valuable opportunities. By using Five-Forces stick and SWOT Matrix, this rise is modification to analyze the whole European motorcycle market and the companys strategical position. In the second part, this essay makes practical strategic recommendations that prevarication down of pricing strategy, marketing strategy, promotion strategy and etcetera Finally, it gives slightly suggestions on how to devour those strategies and draws a brief conclusion. yINTRODUCTION z In the assemblage assignment we had already done, our meeting discussed the automobile industry of the European countries, and cerebrate that there were a couple of business opportunities in the market. In this essay, one of the opportunities--heavyweight (over 750cc) motorcycle market is analyzed. And one of the worlds most successful motorcycle manufacturers--Harley-Davidson was place as the one that had topper strategic opportunity in that market.
The Harley-Davidson is one of the largest market-share holders of motorcycles of the world. It is the dominant manufacturer for the US market, and also plays a very important social occasion in the European market. This company produced its first motorbike in 1903. For a century, the Harley-Davidson fulfills its promise to their wanted customers. It celebrated its 100th anniversary in USA concluding month and aims to continue its legacy for other 100 years. The Harley-Davidson tutelage Statement says: We fulfill dreams by dint of the experiences of motorbike - by providing to motorcyclists and to the public public an expanding line of motorcycles, brand products and function in selected market segments. (Source FMission Statement, http://www.harley-davidson.com/hd_main, If you want to get a full essay, order it on our website:
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