Indholdsfortegnelse
Swot-analysis
- Strengths
- Weaknesses
- Opportunities
- Threats
Tows-analysis
- Strengths/opportunities
- Weaknesses/opportunities
- Strengths/threats
- Weaknesses/threats
Business Plan
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Uddrag
Strengths
- Livewire is a new electric motorcycle that Harley Davidson released.
It is a strength because they have created an electric motorcycle and the whole business industry is moving in that direction, they all want to go green in the future.
Many countries like Denmark have taxes so motorized vehicles are paying more in taxes the less they can drive per mileage, so if a car doesn’t use gas, then it is cheaper to drive, and the taxes are lowered.
Electric powered vehicles are also performing better when it comes to acceleration, because they can give you all the energy available, so the acceleration is faster. Therefore, releasing an electric motorcycle is great, for increasing their income.
- Harley Davidson has been around for many years, and they are a very known brand. A Harley Davidson is almost symbolic to the US, and lots of US citizen know the company.
HOG – Harley Owners Group – is a marketplace for enthusiastic riders. There is over 1 million members across the globe, and this is a great way for Harley to do marketing.
Creating events that can attract new potential buyers or show off new models is great for gaining market share. o
Weaknesses
- Harley Davidson market share is rapidly decreasing. Their global market share is at 7% and they have had over 50% in the 1980’s.
in 2018 their market share in the us fell with 13.3% in one quarter making investors sell their stocks, which made the stock go down 24%.
- Harley Davidson’s market share is 65% in the us, but they can’t figure out to crack the code, in order to gain market share in the rest of the world, leaving them with a 7% market share.
Opportunities
- Over half of Harley Davidson’s customers are 50+ years old, so they are aiming for younger buyers.
They have made a 10-year plan where they want to attract 2 million new customers. Therefore, they are hosting events for young people to get to know Harley Davidson and test drive the bikes.
- The electric bicycles market was expected to be 15 billion$ worth in 2019 and is expected to grow with an annually growth of 6% over the next 5 years. This is great because Harley Davidson is trying to reach out to that market.
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