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Harley-Davidson
Harley-Davidson, Inc. (H-D), or Harley, is an American
motorcycle manufacturer, founded in Milwaukee,
Wisconsin in 1903.
Harley is one of two major American motorcycle, periods of
poor economic health and product quality as well as intense
global competition, there are owner clubs and events
worldwide as well as a company-sponsored brand-focused museum.
Noted for a style of customization that gave rise to the chopper motorcycle style,Harley-Davidson traditionally marketed
heavyweight.
Harley-Davidson manufactures its motorcycles at factories in
NewYork, Pennsylvania; Milwaukee, Wisconsin; Kansas City,
Missouri; Manaus,Brazil; and Bawal, India,and markets its
products worldwide.
Besides motorcycles, the company licenses and markets merchandise under the Harley-Davidson brand, among
them apparel, home decor and ornaments, accessories, toys, and scale figures of its motorcycles, and video
games based on its motorcycle line and the community.
It causes the cylinders to fire at uneven intervals and produces
the choppy "potato-potato" sound so strongly linked to the
Harley-Davidson brand
V-TWIN engine
With a 45° angle between the cylinders.
The crankshaft has a single pin, and both pistons are connected to this pin through their
connecting rods
F-Head engine
Ignition was via a magneto, and the engine was started using bicycle-style pedals. Instead of a
conventional clutch, a pulley belt tensioner could be moved, allowing the leather drive belt to slip.
Flathead engine
Knucklehead
Panhead engine
The engine replaced the Knucklehead engine in 1948 and was manufactured until 1965 when it was replaced by the Shovelhead
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Heritage classic
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Fat boy
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Fat bot
Deluxe
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Bkeakout
Streeb Bob
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Softal slim
Low rider
THE BIGGEST CHANGES
•
The new HD chassis developed from the previous
Softail chassis
- makes the chassis lighter, stiffer and firmer
- more active on the turn
•
Milwaukee-Eight engine
Harley-Davidson Services
Financial services- motorcycle loans, cycle insurance, and the Harley-Davidson Visa
credit card
Rider education- new rider, skilled rider, and group riding courses
These services can be beneficial to many customers and help them through the whole
process of buying and owning a Harley.
Marketing Strategy
Original Strategies
-
Tradition
- American Made
- Feeling of Freedom
Problems
- Baby Boomers
-
Generation Y
- Sports Bike
- Global Competition
Expanding Internationally
From its inception, Harley Davidson has enjoyed success in most of North America.
Harley Davidson has not been as successful abroad, particularly in Europe and Asia.
MARKETING STRATEGY
New Strategy
- Appeal to “young riders”
of Generation-Y
- 2005 VRSCA V-Rod motorcycle series
- Fat Boy, Heritage Classic, Low Rider, Deluxe, Breakout, Softail Slim, Fat Bob và Street Bob
Marketing Objectives
-
To gain Heart share anh Mind share in the ASIAN market and be revered
- To Gain markershare by effectively creating and meeting need for HD in ASIAN market
Positive Marketing Strategies
Leading manufacturer of motorcycles in the U.S.
“Anti-internet” website
Only produce motorcycles
Harley-Davidson in the Future
Expand manufacturing facilities
Market to all age groups instead of just middle-aged males
Use television marketing
Price product in Europe based on annual income
SWOT ANALYSIS
STRENGTH
•
•
The heavyweight motorcycle manufacturer in America
Strong braind & well astablished in the customer’s mind
with the image of “FREEDOM AND STRENGTH”
•
Listed in Fortune 500
WEAKNESS
•
•
•
•
OPPORTUNITIES
•
The international heavy weight bike market is now larger the
the US market
•
Women are increasing be coming interested in motorbike
Hing prices of mitorbikes
Loss of market share, especicly in EU
Not attract in new customer in the international market
Male Gende Aspect
THREATS
•
•
•
Competition from established heavy bike seller in ASIAN
Harley’s average customer age is more than 40 and is increasing
More & more companies in heavyweight motor such as Honda,
Suzuki, Kawasaki, Yamaha, Ducati
Harley Davison Expanding Strategy To Asia
Biggest challengs in Asia Market Associated with
Almost Developing Countries
GDP less than $7.000
Traffic Jam
“ Things like the right height suspension quality and engine responsiveness all come from fast
growing urban environments where the infrastructure might not be as mature as in some other
markets. We design the products to deal with that” – says McAllister
Changes to adapt
Launched New motorcycle Models
Price less than US$10,000
“ Riding a Harley isn’t about speed, it’s about the feel of the ride, and that’s something you can really
experience in this part of the world” – says McAlilister
