Harley - Davidson Inc. Motorcycle Industry :: essays research papers

Harley - Davidson Inc. motorcycle IndustryINTRODUCTIONThe purpose of this report is to develop a strategical corporate objectivefor HarleyDavidson Inc., a publicly traded, employee owned manufacturer of giant star motorcycles, recreational and commercial vehicles, military defenseitems, and small engines, distributing its products to domestic and internationalistic markets targeting all men and women of all jump ons.INDUSTRY AND COMPETITIVE MARKETThe labor under study is the motorcycle industry consisting of fivemajor manufacturers integrity American (Harley Davidson), and four Japanese (Honda,Yamaha, Kawasaki, Suzuki) and some European companies (mainly BMW of Germany andsome another(prenominal) Italian companies). Most companies market their motorcycles andaccessories on a worldwide basis, intervention international trade done foreigndistributors and domestic sales through franchised outlets. Industry sales ofmotorcycles were shrinking in the early l990s because of the rec ession and the contestation from computers and electronic products decreasing consumersdiscretionary income.Sales of accessories and parts make up 36% of total retail sales and is aviable line of business for producers to explore because people want something todifferentiate their rolls. Previously, motorcycles were viewed as a low-cost meansof merchant marine. By 1992, they came to be viewed as a recreational, or aluxury item. This new perception of motorcycles led to the introduction of more pricy models with higher prices. This led to the introduction of consumerfinancing, one of the fastest ripening renovation areas in the motorcycle industry.MISSIONHarleys strategic objective is to continue to give safe, hightechnology heavyweight bikes and keep customer satisfaction at high levels. Thisquality vision more than doubled Harleys market destiny and increased its brandloyalty.EXTERNAL PLANNING PREMISESCUSTOMERSThey can be divided into 2 categories men and women.Men.A. Men u nder 30. This host accounts for 44% of all sales. Therefore, agreat opportunity exists here because of the groups size. This groups membersbuy motorcycles for their transportation and recreation needs. Men in this groupbuy more of mopeds, scooters and entrance level lightweight road bikes.B. Men between 30 and 50. This age group makes up 45k of buyers anotherlarge area providing opportunities for firms. The motorcycles most frequentlypurchased are the heavyweight tourers and cruisers. Many buyers are marriedcouples looking for an secondary to taking the car out for weekend drives tothe country.C. Men over 50. This group accounts for about 11% of motorcycle sales.The heavyweight touring class and the middleweight road bike categories accountfor most of the sales here.Women. This group is a segment that is growing at a fast rate, therebyrepresenting an opportunity area. Firms to be lucky here are to providesmaller, easier to handle, comfortable, and good quality bikes to build up brand