Case Analysis of Harley Davidson's Business Practices

Case Analysis of Harley Davidson's Business Practices

I. Brief Background

The case presented highlights the management techniques such as adapted by Harley-Davidson in order to improve its management processes. Moreover, it demonstrates the value of customer feedbacks which in Harley-Davidson’s case led the company to strive for continuous quality improvement and productivity.

II. Objectives

* To increase the marketing share against its competitors

* To expand and improve the company’s distribution network

* To explore other market opportunities abroad

III. Problems

Harley-Davidson is a well-known brand worldwide that could be taken as an advantage but it would rather choose to focus only on the U.S market share. Aside from that, it is struggling when it comes to communicating with the younger generations’ motorcycle preference. Furthermore, its competitors such as Honda, Kia, and Yamaha are slowly eating up the market share in the US and they are creating faster, sleeker and superior quality motorcycles at a cheaper cost.

IV. Alternative Solution

It should conduct a thorough market analysis to get to know younger consumers. Analyzing the financial ratios would also benefit the company.

V. Analysis

For Harley-Davidson to gain an increase in market share it should maximize its opportunities in expanding globally especially in European and Asian countries where in the demand for motorcycles is at large. But for that to be possible, Harley-David must have a light-weight category which can be sold at a cheaper cost at superior quality which can fit the preferences of younger generations.

Harley-Davidson is successful in doing the right thing in its internal sector. (I.e. the relationship between each level of managements, the communication between employees, etc.) However, it lacks in diversity in its marketing approach. It needs to be more diverse for it to adapt to the changing marketing environment.

VI....