Harley Davidson Russia

Description of the Organization of Harley Davidson

Harley Davidson is one of the strongest brands in the world. They are a maker of Motorcycles, motorcycle accessories, and motorcycle apparel. Harley Davidson also offers Motorcycle repairs and customization/detail shops. Harley-Davidson financial services provides financing and insurance for dealers and customers in US and Canada (Harley Davidson, n.d.).

Harley’s customers include an international market of 35.9%. Internationally they have increased to 118 new dealers between 2009 and 2013. In the US, their core groups for motorcycle customers are aged 35+ and are Caucasian male. However, retail sales have increased for the age group 18-34, women, African-Americans and Hispanics (Harley Davidson, n.d.).

dFigure [ 1 ] Harley-Davidson (Global Data, 2013)

Harley Davidson’s main strengths are operational efficiency, strong brand image and a broad product and service portfolio. The company’s strong operational efficiency was based on their increased profit margin with a decrease in cost. Harley was part of the top 100 global brands in the world. They were ranked #1 and #2 for heavyweight motorcycles in nine countries across Europe. “Harley-Davidson’s motorcycles are known for their traditional styling, design simplicity, durability and quality. The company achieved industry recognition for its high quality, best design, robust performance and unflinching customer confidence, loyalty and trust of its products and services. The Harley-Davidson brand has significantly contributed to the success of the company by building strong market recognition and a loyal customer base (Global Data, 2013, p. 2).”

One of the weaknesses of Harley is the product recalls and issues. Recalls and issues affect the revenue and the customer confidence. Harley has had thousands of recalls on the hydraulic clutch system and a world-wide recalled brakes of over 308,000 bikes. Another weakness is the dependence on the US Market. The US...