Case Study of Harley-Davidson

973 Words4 Pages
1. What do you think are the company's (Harley Davidson) major strengths & weaknesses? Some of the major strengths that I believe Harley Davidson possess are brand loyalty, a large product range, the ability to make custom motorcycles, and they are innovative. To obtain brand loyalty a company can’t just produce products for the consumer. They must listen to the specific needs of customers and figure out how they can satisfy those needs. Harley has done this by creating a community for its customers. One of the ways it has done this is by having such a large product range, which is also another one of its strengths. Harley’s customers purchase motorcycles, shirts, helmets, jackets, bags, and some even get tattoos of the company name and logo. The people inside this community understand one another. They are loyal to Harley and wouldn’t dare replace their Harley’s with another brand because that would mean losing their place in the Harley community. The final strength I would like to discuss is Harley’s ability to produce custom motorcycles. Customers have the ability to go online or to the dealer where they can select the style, fit, function, performance, and any additional options they want on their motorcycle. If this process is done online they would then visit a local dealer for a consultation. After the consultation your bike is ordered from the factory to your custom specifications. This gives the customers the opportunity to make their bike unique. Along with Harley’s strengths come its weaknesses. Harley Davidson has a limited customer base, they are expensive, and the company depends on the U.S. market to survive. Harley’s primary customer base consist of Caucasian males that are 35 years of age and older. This is clearly a weakness because of the extremely large portion of the market that Harley is failing to tap into. Another weakness that is

More about Case Study of Harley-Davidson

Open Document