Indholdsfortegnelse
Questions:
1. Do a swot-analysis on Harley Davidson. Give a brief explanation to why you placed the factor in the specific box, below the model. (max 5 factors per box, and max 1,5 pages in total).
Strengths:
- Strong brand
- High quality products
- Experience and time in the market
- Loyal customers
Weaknesses:
- Main product line doesn't fit in with current trends
- High prices
- Decreasing market share
- Small variety of products
Opportunities:
- Booming electric bicycle market
- Motorbike schools teaching young people
- Expanded lineup appeals to women
- Emerging concern for the environment and safety
Threats:
- Tariffs and regulation
- Aging consumers of the motorcycle market
- Motorcycles are viewed as dangerous and difficult to operate
- Competition
- Electrical motors are expensive
2. Do a tows-analysis, show combinations, and give a brief explanation below the model. (2 strategies per box, and max 1,5 pages in total).
SO Strategies:
- Strategy 1
- Strategy 2
WO Strategies:
- Strategy 1
- Strategy 2
ST Strategies:
- Strategy 1
- Strategy 2
WT Strategies:
- Strategy 1
- Strategy 2
3. Discuss what is the best strategy or strategies for Harley Davidson (max 1 page).
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Uddrag
Strengths:
Strong brand - Harley Davidson is still considered an iconic brand within the motorcycle business, although their sales do not reflect it. (S1)
High quality products - Harley Davidson is known for their professional and impressive manufacturing of their bikes. They do not slack in quality. (S2)
Experience and time in the market - Harley Davidson has existed since 1903, which means they have more than a century’s worth of experience and knowledge about the motorcycle market. (S3)
Loyal customers - Many Harley Davidson riders don't just choose Harley Davidson because of their great bikes. There is a whole image connected with Harley Davidson, which causes returning and loyal customers. (S4)
Weaknesses:
Main product line doesn't fit in with current trends - Harley Davidson are only now entering the market of electric bikes, which means that the bikes they mainly now sell are not trendy. (W1)
High prices - Harley Davidson is based on quality. What this also means is that they have to sell their bikes at a price point where a lot of potential customers can’t follow along. (W2)
Decreasing market share - Harley Davidson are losing customers due to their current business model and products. (W3)
Small variety of products - Harley Davidson does not have a lot of options when it comes to choosing motorcycles. This could lead customers to competitors who have a wider range of bikes. (W4)
Opportunities:
Booming electric bicycle market - Harley Davidson has launched an electrical bicycle brand, and if the market is booming, they can profit off of that. (O1)
Motorbike schools teaching young people - If Harley Davidson can teach more younger people to love riding motorcycles, there is a big potential opportunity for them down the line. (O2)
Expanded lineup appeals to women - The upcoming expanded lineup may have a greater appeal to women than the usual bikes. (O3)
Emerging concern for the environment and safety - Electrical bikes are proven to be more safe and environmentally conscious. Harley Davidson is currently in the process of producing bikes with these concerns in mind. (O4)
Threats:
Tariffs and regulation - there are currently large tariffs that are damaging Harleys Davidson’s profits. (T1)
Aging consumers of the motorcycle market - Half of all motorcycle riders are 50 years old or more. There is a need for more younger drivers. (T2)
Motorcycles are viewed as dangerous and difficult to operate - If the look on motorcycles is bad, then Harley Davidson could be missing out on a lot of customers. (T3)
Competition - Harley Davidson faces extreme competition both in the motorcycle world, by brands like Yamaha, Honda, Kawasaki etc. but also in the market they are trying to enter, which is electrical bicycles. (T4)
Electrical motors are expensive - Electric powertrains, which are needed for the production of an electrical bike, are expensive and can potentially cause a lowered profit margin. (T5)
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