Marketing Analysis of Harley Davidson
Harley-Davidson Motor Company is a dominant producer of heavyweight cycles throughout the world. Although it is an American company, 30% of its products are exported mainly to Japan and Europe. The other 70% of their products, consisting of motorcycles, parts, accessories, and MotorClothes, are in high demand, the motorcycle demand actually exceeding the supply. All their products are sold through dealers, who Harley has worked with to improve showrooms, facilities, and employee performance to give Harley an …
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…the amount they produce, and the American cruiser market is expected to grow 11-15% through 2002.
Harley-Davidson has survived and persevered through many hard times. They continue to grow in a growing heavyweight cycle market and have enthusiastic target markets supporting them. The competitive environment is not much of a threat at all because of the niche that Harley-Davidson has created. The commitment to uphold quality within the company will ensure its continued success.
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